Red Light Green Light

August 02, 2013

Red Light Green Light

imagesCA2O5H2PI wonder if you have heard about the new reputation model that Microsoft is using with its Xbox, the video game. It is actually called Reputation and it alerts you to whether you’re planing with a jerk or cheat. This is their way of keeping out the trouble-makers. It uses a community powered algorithm that alerts the player to whom they are playing with. Pretty clever. Here is an interview I found online with Xbox LIVE program manager Michael Dunn:
The new model will take all of the feedback from a player’s online flow, put it in the system with a crazy algorithm we created and validated with an MSR PhD to make sure things are fair for everyone. Ultimately, your reputation score will determine which category you are assigned – “Green = Good Player,” “Yellow = Needs Improvement” or “Red = Avoid Me.” Looking at someone’s gamer card you’ll be able to quickly see their reputation. And, your reputation score is ultimately up to you. The more hours you play online without being a jerk, the better your reputation will be; similar to the more hours you drive without an accident, the better your driving record and insurance rates will be. Most players will have good reputations and be seen as a “Good Player.” The algorithm is looking to identify players that are repeatedly disruptive on Xbox Live. We’ll identify those players with a lower reputation score and in the worse cases they will earn the “Avoid Me” reputation. Before a player ends up with the “Avoid Me” reputation level we will have sent many different alerts to the “Needs Improvement” player reminding them how their social gaming conduct is affecting lots of other gamers.

Just imagine if we could do this with social media in general. As I mentioned in a previous post, we just finished our fourth annual survey on Civility in America and found that incivility online is becoming more of a hazard than years ago. But just imagine if your reputation was called out and you could avoid all those uncivil people who are bent on maligning your reputation or making your day miserable. Now the tables are turned. If only we could take this algorithm to the Internet in general and all those “Avoid Me” people would be scratched out of our online lives.

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

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