Social Graph Theory Meets Content Management

Michael Vizard
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Five Considerations for Evaluating Content Management Platforms.

Considerations that can help you frame your discussions, review your options and make your decision.

In Web 2.0 circles, it's popular to talk about social graph theory, which covers the theoretical science of discovering how everyone is related to each other and everything on the Web.

As much fun as it is to discuss social graph theory in terms of social networks such as Facebook, there comes a time when the discussion has to move beyond the theoretical stage. One company trying to take the concepts outlined in the social graph theory and apply them to content management systems for the Web is Ektron.

Ektron CEO Bill Rogers says the future of customer experience on the Web will be defined by how much a website can ascertain about a visitor even before they come to the site and then display the most relevant and engaging content possible to them. This will obviously require much richer sets of taxonomies than we see today, but Rogers says the fundamental CMS platforms to enable it are already in place.

In effect, he say this is leading to a bifurcation of the CMS market, with higher-end offerings such as Ektron focusing more on content issues specifically related to marketing. More sophisticated approaches to content management, says Rogers, are going to be required to take advantage of the capabilities of global positioning systems (GPS) in mobile computing devices.

Of course, some may balk at the privacy implications of all this. But if a customer opts to create a deeper relationship with some entity on the Web, the tools needed to make that experience worthwhile are getting better with each passing day.

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