Theo "quy tắc" có đi có lại, khi điều này xảy ra, người cảm thấy bắt buộc trong một số cách nhỏ để góp phần đánh giá nhà hàng. Họ nhận ra rằng những người khác sau đó sẽ lần lượt được hưởng lợi từ đóng góp của họ, cũng giống như họ đã được hưởng lợi từ những người khác. Yelp hiện tốt công việc tận dụng có đi có lại trên các trang profile của họ. | 128 DESIGNING FOR THE SOCIAL WEB Complex Systems Everywhere Digg is merely one of many sites that are complex adaptive systems. Consider popular web destinations that similarly aggregate behavior. Amazon aggregates the collective opinion of the people reading product reviews to determine which reviews are helpful. Google aggregates the collective opinion of people who create and link to web pages assessing where to display pages in results. Netflix aggregates the collective ratings of millions of movie fans to provide better movie recommendations. Wikipedia aggregates the collective knowledge of its editors to provide a single authoritative encyclopedia. eBay aggregates the collective feedback of buyers to provide seller ratings that influence whether a deal goes through or not. Collective Intelligence The goal of many of these complex systems is the same to aggregate the individual actions of many people in order to surface the best or most relevant content. The intelligence that emerges from this activity is often called collective Collective intelligence is based on the idea that by aggregating the behavior of many people we can gain novel insights. How Complex Adaptive Systems Work Digg and other aggregation systems rely on the fact that while no individual is right all the time in the collective a large number of users can be amazingly accurate in their decisions and choices. Amazon Digg Google Netflix and many other sites base their recommendations of products news sites movies etc. on aggregated opinion. To do this the sites record the actions of all the people using the system and look for patterns in that behavior. Where patterns emerge intelligence arises. In general this can be described as a three-step process Initial Action. Content is submitted into the system. On Digg this happens when someone submits a story. On Amazon it happens when someone writes a product review. From here the life of the content is outside of the submitter s .
