leveraging the community to review and police content is the only way to go

1. Crowdsourcing
Review and Policing
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
November 4, 2012.

2. YouTube
Flag as Inappropriate
Even Google doesn’t have
enough staff to review
every uploaded video.
If enough users flag
a video as
inappropriate, it is
removed
automatically.
-2- Augustine Fou

3. Facebook
“Report an Ad”
When enough users
report an ad as
inappropriate,
Facebook will suspend
it and investigate it
further.
-3- Augustine Fou

4. Wikipedia
“undo”
If a user makes an
error or deliberately
adds false edits,
someone else can “roll
back” to the previous
good version using the
“undo” function.
-4- Augustine Fou

5. Amazon
Reviews of the Reviews
Was this review helpful?
Yes | No
Users prioritize the most
thoughtful reviews to the top
If there are hundreds of
reviews, it is much more
likely to be true (hard for the
advertiser to game the system)
-5- Augustine Fou

6. So What?
“Leveraging lots of „eyes-on‟ from
community members who are genuinely
interested in promoting the greater
good is the only way to cut through the
enormous quantity of content online
today.”
- Dr. Augustine Fou
-6- Augustine Fou

7. Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on best practices in
digital marketing and social media.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
November 4, 2012 7
acfou@mktsci.com