Pushing MRD out from under the geek rock

Posted on July 13, 2009


The week before last (30th June – 1st July 2009), I was at the JISC Digital Content Conference having been asked to take part in one of their parallel sessions.

I thought I’d use the session to talk about something I’m increasingly interested in – the shifting of the message about machine readable data (think API’s, RSS, OpenSearch, Microformats, LinkedData, etc) from the world of geek to the world of non-geek.

My slides are here:

Here’s where I’m at: I think that MRD (That’s Machine Readable Data – I couldn’t seem to find a better term..) is probably about as important as it gets. It underpins an entire approach to content which is flexible, powerful and open. It embodies notions of freely moving data, it encourages innovation and visualisation. It is also not nearly as hard as it appears – or doesn’t have to be.

In the world of the geek (that’s a world I dip into long enough to see the potential before heading back out here into the sun), the proponents of MRD are many and passionate. Find me a Web2.0 application without an API (or one “on the development road-map”) and I’ll find you a pretty unusual company.

These people don’t need preaching at. They’re there, lined up, building apps for Twitter (to the tune of 10x the traffic which visits twitter.com), developing a huge array of services and visualisations, graphs, maps, inputs and outputs.

The problem isn’t the geeks. The problem is that MRD needs to move beyond the realm of the geek and into the realm of the content owner, the budget holder, the strategist, for these technologies to become truly embedded. We need to have copyright holders and funders lined up at the start of the project, prepared for the fact that our content will be delivered through multiple access routes, across unspecified timespans and to unknown devices. We need our specifications to be focused on re-purposing, not on single-point delivery. We need solution providers delivering software with web API’s built in. We need to be prepared for a world in which no-one visits our websites any more, instead picking, choosing and mixing our content from externally syndicated channels.

In short, we now need the relevant people evangelising about the MRD approach.

Geeks have done this well so far, but now they need help. Try searching on “ROI for API’s” (or any combination thereof) and you’ll find almost nothing – very little evidence outlining how much API’s cost to implement, what cost savings you are likely to see from them; how they reduce content development time; few guidelines on how to deal with syndicated content copyright issues.

Partly, this knowledge gap is because many of the technologies we’re talking about are still quite young. But a lot of the problem is about the communication of technology, the divided worlds that Nick Poole (Collections Trust) speaks about. This was the core of my presentation: ten reasons why MRD is important, from the perspective of a non-geek (links go to relevant slides and examples in the slide deck):

  1. Content is still king
  2. Re-use is not just good, it’s essential
  3. “Wouldn’t it be great if…”: Life is easier when everyone can get at your data
  4. Content development is cheaper
  5. Things get more visual
  6. Take content to users, not users to content (“If you build it, they probably won’t come”)
  7. It doesn’t have to be hard
  8. You can’t hide your content
  9. We really is bigger and better than me
  10. Traffic

All this is is a starter for ten. Bigger, better and more informed people than me probably have another hundred reasons why MRD is a good idea. I think this knowledge may be there – we just need to surface and collect it so that more (of the right) people can benefit from these approaches.