Local Experts

Jeremy Zawodny recently wrote about Yahoo's new My Web 2.0 social search project, where people tag and share sites of interest. He explains how it can help people leverage their networks for expertise on various subjects:

Well, everyone I know is an expert... in something. If I have questions about electronics or radios, I'd ask my Dad. He's always looking at that stuff on-line. Astronomy and Astrophotography? My Uncle. Construction and remodeling? My brother in law. Real estate? A couple of my old college friends. The list goes on.

The point is that for most topics I might want to know more about, I already know someone that's smarter than me on the subject. I have my very own community of experts (we all do). I just need a way to tap into their accumulated experience.

I agree that social bookmarking sites like My Web 2.0 and del.icio.us are easy ways for people to share their expertise with others. But let's take it further. How can we motivate local experts to go beyond sharing bookmarks and write actual content about their areas of expertise? The answer is to give them rewards for sharing their knowledge.

Here's how it could work with Zoundry's service. Let's say I'm the home theater expert for my group of friends. I could write generally about the latest plasma and LCD screens, speakers, and receivers in my "Audioguy" blog. I can use Zoundry to embed affiliate links to all the equipment I review and earn rewards when readers click through and buy. Since I'm writing only for my friends, they trust my recommendations and are happy to send some money my way on their purchases -- especially because the reward comes from the merchant, not from their pocket.

But let's say I'm not dedicated enough to write regularly in my Audioguy blog. Instead, I could just be responsive to my friends' questions - like an advice columnist. When some friends ask me for a recommendation on a good home theater receiver, I can discuss some options with them and then post my recommendation to my blog with an affiliate link to a merchant that I trust offering a good price. My friends can then purchase through my blog and I get rewarded for my knowledge. And I have the opportunity to earn more rewards from other friends (and anonymous readers) who happen to read my mini-review and purchase.

This example extends to a wide variety of subjects -- digital cameras, fashion, outdoor gear, power tools, music, and so on. As Jeremy writes, you probably know someone who knows a lot about anything you'd want to buy.

It's also an easy way for local mavens to build up a lot of content in their blogs, and then they can add Google ads for an additional revenue stream. This probably won't allow anyone to quit their day jobs, but you never know. Regardless, it's nice to get paid for work you'd be willing to do for free.