Given the ease of distribution of content from site to site and network to network, with RSS or any other model, it's no surprise that scrapers galore are stocking away our unique copy and then trying to make a quick buck from ads surrounding it. Even though the copyright is not theirs, they are trying to make an end run around the system. As new aggregators and networks have hit the market, those of us creating the content have had to reevaluate what constitutes good practices, and what constitutes bad behavior - whether well intended or otherwise. Google Buzz, which has gained its unfair share of criticism for perceived security holes in the weeks since its launch, has finally gained a more valid critique, from Jesse Stay, who alertly noted, as I had earlier in the week, that the act of putting Buzz in one's GMail meant that content too can flow through Buzz, with Google pocketing cash on ads around your content, without the content originator getting a dime. It's the latest twist in the evolution of content and copyright in a fast-changing Web.


As you know, I don't try to monetize my content here on the blog. I don't run advertising, and I have long said that I don't mind if my content gets shared here and there for more comments. I want my content to be shared, as information, wherever you are comfortable. But yes, scrapers bug me. They mess up search alerts, and negatively impact the perception of this mirage-like image of a personal brand.

I don't believe for a moment that a new network like Google Buzz is an intended scraper, any more than I thought Shyftr was trying to steal comments from your blog when they offered shared comments on full feeds. But, thanks to Buzz living in your GMail, and many people, like me, pulling Google Reader items through Buzz, you can see how one's full content could feature advertising that benefits Google and not me. To some, this is the definition of a scraper.


As a huge Google Reader advocate, and fan of the nascent network, Buzz, I do not mind in any way that my full content is being distributed. I love RSS. It is fantastic. But when I saw the ads in my GMail against others' content this week, it did strike me as odd, because it violated the unspoken rule that it's something you flat-out don't do.

I recognize that "fixing" this perceived flaw is hard. If I am the Buzz team, the act of removing ads against shared Reader items in Buzz while in GMail is probably non-trivial.

But I also can see their potential response. In theory, they cannot prohibit somebody from forwarding your content in full by e-mail, and GMail is an e-mail system. In theory, Google Reader shares are equivalent to e-mail forwards, and thus, the same as any other content being shared in this way.

Jesse asks, "Google, how is this not evil?", calling it copyright infringement. Unlike the overreactions this month, he's a lot closer in this criticism than others. I still hold that Google is not evil and is not trying to be evil, but it's more in the gray area than we would like. I assume if this holds, then we as content creators are going to need more re-education in terms of what the new rules are, and how we should adapt.

UPDATE: Jesse Stay reports the "scraping" issue will be solved early next week.

With the recent launch of Google Buzz, shared items from Google Reader's RSS platform have become more visible and more important than ever. (TechCrunch said growth increased 35%) Those Buzz users with existing shared Reader feeds had these streams automatically connected to Buzz, enabling Buzz viewers to see your shares, and if enabled, to leave comments, once obscured in your own private network, in a public place. But those following you on Buzz don't automatically have the option to comment on your Reader items, and for some, this can be frustrating. Here's how you can help them join the conversation.

Google Reader enabled conversations back in March of 2009. As somebody who has adapted to a distributed multi-locational world of conversations, I have optimized my activity to embrace the conversations in this platform. In the last year, I have been enabling connections to comment on my Reader shares, and as a result, the conversations grew dramatically.


But the integration, to date anyway, has required some effort on my part. As new followers added my feed to their reading list, I have had to give permissions to these followers to comment on my items, by adding them to a folder, which I called "Friends". This work, a few followers a day, has paid off in a big way, as I have enjoyed fantastic conversations in my Reader, and now, this group can participate with me in Buzz.

Many of you are probably seeing more followers from Buzz into your Google Reader world than you ever had before. Now, it is more critical than ever to move these folks into a folder who can comment on your items, or they will be met with errors, locking them out of your conversation.

So here's how you fix it:

1. Log into Google Reader at http://www.google.com/reader

2. On the left side, click "Sharing settings". (Shortcut here)

3. Where it says "Who can see your shared items?", there is an item which says "Who can comment on your shared items?". Those items that have checkboxes are enabled.



4. Click "people are following you", and from there, you can add individuals to folders.


5. Repeat until you're done.


As new followers come in, even if you choose not to follow them back, you should add them to a folder that can comment on your items. With Buzz drawing ever more attention to your Reader shares, and Reader shares being a big part of the content there, it makes sense to extend the conversation there. If this seems complicated, note it is due to a policy of having "private" conversations in Reader from the last year, and adapting this policy to a new public place. Until Google Reader enables fully public conversations on all shared feeds, this will be how you can make your feed an active place.

You can find my Reader shares here: http://www.google.com/reader/shared/louisgray. We can get connected on Buzz here: http://www.google.com/profiles/louisgray.

Just a quick note to mention that BuzzGain, the "do it yourself PR" service started by Mukund Mohan and others, was recently acquired by Meltwater Group, a media monitoring company I have used at multiple companies. PaidContent covered the story yesterday following a press release from Meltwater announcing the acquisition, and that company's reaching $100 million in bookings.

I covered BuzzGain's launch in early 2009, and since March of 2008, regularly met with Mukund to talk about product development, strategy and networking.

Although I wasn't as closely involved with BuzzGain as I have with other advisory roles, such as my interaction with Jesse Stay's SocialToo, I appreciate Mukund reaching out to me, as BuzzGain was my first advisory opportunity, and now, the first exit. It should be interesting to see how Meltwater brings the social media monitoring prowess of BuzzGain to its lengthy client list.

Disclosure: As an advisor to BuzzGain, I held a small equity stake in the company. I will be marking the change in ownership for BuzzGain in my "About" page and LinkedIn profile.

In the event you noticed things have been a tad quiet of late, I have been preparing for and participating in a two-day social media retreat with Thomas Power of Ecademy and Bob Barker of Alterian in Menlo Park.

Today, as the first part of our workshop, we focused on how businesses and individuals can leverage the best social networks out there - how data is moving quickly from more places than ever with more people and connections in more countries. The hypothesis... the next decade will be about leveraging the full power of your network and all the related tools.

The full deck, admittedly better with demos and in person questions, is below.

Social Media Retreat: The Decade of Connectedness

View more presentations from Louis Gray.

You can also see updates on the event at the hashtag #socialmediaretreat.