The mob is coming for you

It’s a pyrrhic victory when I find a cool new tech tool: more fun to be had but also more ways to procrastinate. Still, that doesn’t stop me from adding new sites to my diet:

Mobdub.com is a new (beta) startup where users add live captions to videos. You click on the video while it’s playing (say 39 seconds in) to add a caption, a relevant factoid or link and the next user sees your caption as a cartoon speech bubble embedded in the video, 39 seconds into the clip. For now, the clips on the site are all election related, but eventually–the founder tells me–there will be more diverse content. Other plans include sharing the software with other video sites, so that videos on YouTube! or hulu.com will have “dubbing” too.

When I showed MobDub to my sister, she thought it was a cool cross between Wikipedia and YouTube!. But when I saw it, the first thing I thought of was VH1’s PopUp Video. And anything that recalls ’80s music is in my good books.

McDonald’s might just get it

So a few weeks ago, McDonald’s joined the legions of companies who’ve used user-generated content to create advertising campaigns. Sometimes, it’s a disaster because users submit videos making fun of your product and the company gets bad press for censoring those clips out. Sometimes, it’s a flop, because all the ads toe the company line but, for lack of a more technical term, suck: they aren’t funny, they’re badly produced etc. What’s a brand to do?

Along with a colleague, I wrote an article offering some advice on this subject last summer, but none of the user-generation attempts I’ve seen since have taken that advice to heart. The McDonalds contest, however, might reflect a change.

See, company judges just announced five finalists and oddly, one of them is a man who tried to job a Mickey D’s in his teenage years. According to TechCrunch, this is a sign that the idiots at McDonald’s don’t know to run a Google background check. But in fact, I think it’s a sign that McDonald’s understands Web 2.0 branding. People are saying things about you–good and bad–all over the Web anyway; so why not bring your “enemies” inside, where you can counter the attacks. Moreover, the ad in question isn’t critical of McDonald’s so it’s the company’s way of saying that even if you hated us at 14, you might come ’round. I gotta admit, I think it’s pretty coy.

The Internet Police

Throughout the Web revolution of the past decade, pundits and journalists have angsted endlessly about the implications of new technologies on privacy and the capacity for unwanted “Big Brother” surveillance or dangerous identity theft. Counter-arguments from tech-geeks have mainly centered on the entertainment potential of Google Earth or Facebook-stalking. Breaking the impasse means proving that the new technologies are more than a toy, but a useful and socially constructive tool.

The proof has arrived. Facebook and Google are putting their surveillance and information capacities to work fighting crime. A new Facebook list of suspected war criminals encourages users around the world to post information about sightings. A new Google Earth map marks crime scenes and likely locations.

How effective this will be, however, is still an open question. After all, criminals have computers too and it can’t help to tell them where we think they are. Not to mention that the Facebook lists wanted felons rather than simply suspects: due process dictates the individuals are innocent until proven guilty. Hopefully, the officials in charge will follow the law books over the Facebook.

On the other hand, there are interesting principles behind this technology: crowdsourcing, global technologies as a form of international law/world governance, linking virtual networks back to the physical world. As imperfect as this particular project is, these are the general contours of the coming era. It’s fitting, perhaps, that Facebook and Google would be the first to sign up.