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The consumer phenomenon is called "tagging" or "folksonomies" (short for folks and taxonomy). Tagging is powerful because consumers are creating an organizational structure for online content. Folksonomies not only enable people to file away content under tags, but more importantly also share it with others by filing it under a global taxonomy that they created.
Just learned about this. Comments?
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Tagvertising is a blogger buzzword. Remains unclear whether tagging is anything more than a fad. Right now, it looks more like slightly ordered chaos than anything resembling "structured".