Risks that WiredTrust is Designed to Address
The Web 2.0 industry consists of sites, technologies and networks that permit users to generate and share their own content and create online communities. Before the advent of Web 2.0, the Web (Web 1.0) consisted of sites and networks that delivered content and communications tools to users. It was “site-to-user based content.” Easy to control and monitor, nothing was posted or shared without the oversight of the site or network. Their communication tools were designed to allow people to contact others they knew or whose e-mail, screen names or instant messaging addresses could be accessed. It was one-to-one, user-to-site or site-to-user. Risks were containable and could be predicted.
Now, in Web 2.0, the site or network acts largely as a facilitator for its users to reach out to anyone else on their network and beyond their networks to the Internet at large. They can create and share their own content or the content of others and they can communicate with anyone willing to access their information. Everyone is a publisher and everyone has a pulpit. And with one click, they can communicate (potentially) with hundreds of millions of users. It is one-to-many and user-to-user. It is impossible to control, fraught with risks and cyberabuses and a minefield for the networks, sites and members of the industry seeking to manage risks, stay legally compliant and avoid regulatory, advertiser, investor and user backlashes.
Video feeds, photo-housing, profiles with interactive components, links, guestbooks and commentary tools, searchable topics and profiles, interactive gaming, virtual pets and cyberdating networks all fall within the Web 2.0 industry category. It is the future of the Web, and mobile Internet applications, as well as traditional computer access, handheld gaming, and interactive gaming consoles are being designed to provide Web 2.0 features. The industry is very broad and growing daily.
While the more popular networks, such as MySpace.com (Rupert Murdoch’s 2005 acquisition), Facebook.com, Bebo.com (just acquired by AOL), myYearbook and YouTube.com (owned by Google) are getting most of the attention, new networks launch every day. The newer networks are focusing on special, niche markets, such as Blacks (BlackPlanet.com), Hispanics (MiGente.com) and special interests like FaithBase.com and children, such as KidZui, Webkinz and Club Penguin (Disney). But the industry has more than virtual worlds and social networks. MMOGs such as RuneScape, World of Warcraft constitute a special sector of Web 2.0 and while they share some risks with the others, they have unique challenges of their own.
As the industry matures, it needs to adopt professional best practices to keep networks safer, more secure and stable and the pressure being exerted on social networks by regulators for failing to adopt safety practices and risk management is driving the market for safety, risk management and guidance on best practices. Their focus needs to be on building the networks and expanding them into new markets. Moderating and monitoring the content and communications posted and shared on their networks does not fall into their area of expertise and is very labor and expertise-intensive.
WiredTrust is designed to provide guidance to them on building safer networks, technologies and procedures, as well as offering them turnkey and outsourcing options using trained and certified abuse management staff.
Although the Web 2.0 industry took hold in the US, it quickly moved to Canada, the U.K., Ireland, Singapore, Hong Kong, Australia, New Zealand and South Africa. It was a natural growth of the English speaking networks to move into other English speaking markets. Growth in non-English speaking countries and markets has been slower until now, but it is rapidly catching up and expected to surpass the English-centric networks over the next decade. Many leading brands have found challenges handling the multicultural and multi-language users. Varying legal environments and compliance requirements added more challenges. This is more effectively addressed by one entity working with worldwide leading experts in law, risk management, safety, privacy and regulatory issues. The learning curve is avoided and information can be cross-purposed more easily. One client’s need is a gain for all clients.
In addition to the networks themselves, there are tens of thousands and expected soon to be millions of application developers and widget providers that work in the Web 2.0 space. Technology providers and developers, as well as authentication platforms and software suppliers and security products are part of the sector as well. Content providers and those that police content for unlawful, inappropriate and pirated content are Web 2.0 players too. The industry and related sectors are limitless and expanding daily. They are all seeking guidance, expertise and training. WiredTrust is designed to provide that guidance, expertise and training and help them become safer and manage these risks.
Currently there is no way to tell the more responsible and professional industry members from the others. The WiredTrust Best Practices Seal and, for technology providers, the WiredTrust Certification, will do that. By meeting the WiredTrust Best Practices Seal requirements (with its help), industry players can be identified as the “good guys” to their users, investors, advertisers and partners and identify themselves to the regulators as being the ones who take this seriously. It will become the standard for the industry and the goal of Web 2.0 professionals. And, after strenuous testing and review of technology tools and products, the products that deliver what they promise can be held apart from their competitors by the third-party certification WiredTrust provides.
The industry isn’t limited to new Internet and media brands, either. Trusted household brands such as Kraft, Procter and Gamble and others are looking to user-generated content to help them expand their messaging and communicate better with their customers. Here more than in any other segment of the Web 2.0 industry, brand protection is paramount to their plans. They have been blindsided by the risks inherent in the use of this technology and the inability to control their users and activities on their networks and sites. They are desperate for help from trusted experts.
Investors are steering away from untrustworthy business models. While “all media” might have been thought of as good for business, finding your investment front page in the New York Times for harboring criminals and tied to murders and rapes is not good for business in any way. Advertisers, content managers and risk management professionals are all seeking a safe harbor from media and PR disasters and real risks to their users. They need to be able to rely on a trusted source to review and approve sites, networks and practices before they invest, acquire or put their name and brand on someone else’s site or network.
Everyone has one question in common: “How can you protect your network, application or brand when you can’t control your users?” It’s a good question and one we are designed to address.
