Mohamed Nanabhay's Blog

Mashable has a story about Israel-based Blue Security's new product Collactive.

Blue Security are best known for their aggressive anti-spam service which they had to shutdown after the spammers hit back at them and took out Six Apart's Typepad blogging platform as collateral damage.

They have now created a new web app called Collactive that allows users to easily "game" social news features by enabling you to co-ordinate large groups of friends/supports to skew online results. It does this by letting you send out "All Points Bulletins" to supporters urging them to take some sort of action on social sites like Digg, YouTube, Reddit, BBC News, etc. The action the end-user needs to take ranges from just viewing a story to voting on a story (or "burying it") or to e-mail it in order to promote it to the most e-mailed stories list.

Of course, this sort of thing has been going on for a while - people have been e-mailing lists saying "Hey! BBC has a poll so please go and vote for side X" but a tool like Collactive makes it so much more "organised".

Interestingly, they offer an "enterprise version" as well...I can see lobby groups and net activists making heavy use of this sort of tool in order to promote their cause or to give "their side of the story" more prominence. This has serious trust implications - we somewhat trusted social media systems because our peers recommended what they thought was interesting or honest. This sort of organised gaming used to be the domain of SEO's out to make a buck. Now that politics is involved the stakes are so much higher than just a few clicks or back links.

So out goes the "wisdom of the crowd" and in comes "information warfare" Web 2.0 style...