Web content is like a bag of potato chips, says Tim Berners-Lee, the man who helped build the World Wide Web: People ignore most of the information presented by the packaging and rip on through to the tasty snack inside. When government agencies are trying use social technologies and open data to engage users, they need to focus on the quality of their content, rather than the strength of their marketing message, he argues. Anything that doesn't draw users in or provide them with meaningful content is wasted effort, he argues.

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