Personalization via Friendsourcing

When information is known only to friends in a social network, traditional crowdsourcing mechanisms struggle to motivate a large enough user population and to ensure accuracy of the collected information. We thus introduce friendsourcing, a form of crowdsourcing aimed at collecting accurate information available only to a small, socially-connected group of individuals. Our approach to friendsourcing is to design socially enjoyable interactions that produce the desired information as a side effect. We focus our analysis around Collabio, a novel social tagging game that we developed to encourage friends to tag one another within an online social network. Collabio encourages friends, family, and colleagues to generate useful information about each other. We describe the design space of incentives in social tagging games and evaluate our choices by a combination of usage log analysis and survey data. Data acquired via Collabio is typically accurate and augments tags that could have been found on Facebook or the Web. To complete the arc from data collection to application, we produce a trio of prototype applications to demonstrate how Collabio tags could be utilized: an aggregate tag cloud visualization, a personalized RSS feed, and a question and answer system. The social data powering these applications enables them to address needs previously difficult to support, such as question answering for topics comprehensible only to a few of a user's friends.