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Anita Bora
'What people won't do for money, they will do for recognition.'
There's perhaps more truth to this adage if you look at the sheer volume of content created by reviewers on amazon.com, spread across sections including books, music, software and electronics.
Through an unusual incentive programme, this e-commerce site has successfully got users to generate a large part of their content. While other sites have tried to increase the user content ratio by offering incentives like cash and even coffee mugs, amazon.com rewards its content creators with what they seem to crave most -- recognition.
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A quick look at the list of Amazon's reviewers reveals well over 100 writers across different categories, with books and music being most popular. The Top Reviewer list shows the site's leading consumer review writers. When you read a certain review, you're asked whether the information is helpful. Your vote is tabulated and helps determine the top reviewers.
Sitting pretty at number one with a whopping 3959 reviews to her credit is Harriet Klausner. An acquisitions librarian from Pennsylvania, she reads up to two books a day and claims to have been blessed with the gift of speed-reading.
Joanna Daneman, currently fourth, has written 846 reviews so far. She reveals that it takes anywhere between 10-15 minutes for each (after thinking about it) and an hour to a few days to read a book. Lack of time does not seem to be an obstacle as Joanna says that most of her reading is done in the evenings.
What motivates her? "It's been said that if you want to write, you should write everyday and write anything. I don't keep a journal, and reviews are a good way to practice. This has improved my writing immensely."
Cindy Penn, reviewer number 31 tells another story. Challenged by dyslexia, she had a difficult time reading and writing. When she finally discovered the power of words, books became her addiction. She got involved in writing reviews by pure chance: "I was a technical writer with not enough to do while we waited for a project to start. Since we'd be doing HTML development, I decided to start a site as a project that would let me learn HTML." She began a site called wordweaving.com, took a class in online development and publicly started accepting books for review. Cindy usually reads one or two books a day, depending on length and content: "Since my current paying job often allows me read while performing my duties. I usually highlight/ underline points I want to remember for the review, and can write it in a hour or two."
In the absence of monetary compensation, she focuses on the satisfaction gained: "With the slowdown of the IT industry in Atlanta, I was laid off two years ago. Now I take care of other people's children for a living. Reading/ reviewing books keeps me sane and uses my skills." Since most publishers and writers send books to be reviewed, there are no costs incurred in buying them.
Robert Morris, writer of over 700 reviews is an independent consultant based in Dallas, specialising in high-impact executive development and organisational growth. He began by creating commentaries on business books for borders.com. That relationship ended but ironically, the reviews featured by borders.com are now managed by Amazon.
It takes Robert between three to five hours to read (and reread and highlight) a book. On an average, he reads 20-25 a week, some of which are provided by publishers and others purchased by him. "It's important to understand that I have an inherent passion for reading, writing and re-writing," he says. Motivation comes from "intellectual curiosity, stimulation and nourishment; pride in the quality of my work; contact with most offers which invariably develops into personal friendships; and positive feedback from those who read my reviews".
There are some unexpected perks as well, according to Cindy. A recent romantic novel by Janelle Denison includes a dedication to several reviewers, including her: "Virtually every author will take the time to say thank you… Wordweaving's had its name on a number of book covers with quotes, which is always a thrill. A few authors have even purchased books on my Amazon wish list to say thank you."
There are the other benefits too. For Joanna who lives in rural Delaware, expanding her personal contacts has been important. "I've 'met' a lot of interesting people online through Amazon's reviewers' discussion, and some authors too. I also get interesting email from readers."
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The success of amazon.com in finding reviewers to contribute high quality work has egged on Nupedia.com, an international peer-reviewed encyclopedia, to follow suit. This site is looking for writers, editors, programmers and others who will work for no compensation so that it can offer its services free.
There are, of course, some who have picked holes in Amazon's reviewing system. One reviewer shows how the 'rating system' can be manipulated. However, those like Cindy and Robert are undaunted. Robert says he'll continue doing this work "for as long as I'm as passionate about what I do as I am now, and until my work no longer has any appeal to others".
"As long as I live I'll read and write reviews," claims Cindy. This bodes well not only for Amazon, but also for other sites that want to build content by dangling the tempting carrot that reviewers and writers have found very difficult to refuse so far.
Suggestions for writing reviews
- Read and then review only those books in which you have a compelling interest...books you would read anyway, even if not considering them for a review.
- Do NOT write summaries.
- Do NOT impose your own values, hang-ups, biases, etc. on those who read your reviews. Stated another way, do NOT view the given author and/ or book as your travel agent for an ego trip.
- Read and then regularly re-read (with great care) the essays of authors such as George Orwell, EB White and Elizabeth Hardwick. I cannot think of better guides to clear thinking and effective writing.
- Thoroughly enjoy the entire process. View it as both a privilege and a pleasure.
- Robert Morris
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LINKS
Race for Recognition
Review Alert
Seasoned with Love
All Reviews
Guide to Review Writing
Any Review is a Good Review
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