+Robert Scoble Dude, you're using the internet wrong. You can't follow 4,000+ people and not expect to get duplicate content. Would, eventually, grouping similar stories make sense...sure. You have to realize that you're an edge case. This reminds me of when you got pissed at twitter for not being able to follow more than X thousand people (25?). I love ya Scoble, but you can't demand features that only apply to a few.
OK, now that we know that Amy Winehouse is dead we see that we need dramatically better noise filters. Hey +Vic Gundotra or +Bradley Horowitz is there anything your teams can do? I'd like to say something like "don't show me any more messages about Amy Winehouse." It's 100% noise to me now that I know about her death.

On converse, let's say you really wanted to talk about Amy Winehouse more today. Why can't you "amplify" that news and push everyone who is discussing such into a "Sparks?"

The way Google+ will really take off is to give us real noise control.

By the way, the Amy Winehouse noise is a form of duplication noise.

Here's the kind of duplication noise I'm seeing on Google+:

1. Same topic, different writers. This is very clear with the Amy Winehouse story, I'm seeing all sorts of people write different posts about Amy Winehouse.

2. Same post, shared many times. Sharing is really cool, but it causes a new kind of duplication noise: one where the same post shows up in many people's feeds, but shared many times by different people.

Other kinds of noise I'm seeing on Google+?

1. Noisy actors. Let's say you are following only three people. Your mom, your sister, and me. Your mom and sister only post three posts a week, while I post three posts a day. My posts will crowd out your mom and sister's posts, even though those messages are probably more important to you than ones from me. Facebook handles this very well, they will show you more posts from people you interact with a lot (I imagine you'll interact with your mom and sister a lot more than you will me).

2. Noisy posts. I just saw a checkin about where someone is eating lunch. I can't get rid of those kinds of posts. They add no value to my life unless they are from someone very close, either in distance to me (this one was in New York) or someone very close to me relationally (I'd love to know where my brother is having lunch, or my best friend, within reason). I have a circle of 40 venture capitalists. I'd love to filter out any post that doesn't have to do with funding, startups, entrepreneurialism, VC, venture capital, etc. There should NEVER be any cat photos shared with me on that circle.

3. No filtering by media type. For some people those animated GIFs are noisy. Can you filter them out to their own stream? No. How about videos? No. How about photos? No. How about location checkins? No. We need the ability to filter things out of our streams to make them more useful, especially as more and more people come over here.

4. Interaction noise. Many people complain about my posts because they attract so many comments, which pushes them to the top of people's feeds, and visually distract. Last night I was hit by another type of noise associated with this. Everytime I wanted to refresh the page to see new messages I'd have to scroll through 200 comments to get to the bottom of a thread to see new messages. That's a retardant on participating on threads with more than 50 comments.

5. No ability to see all posts by topic. I assume Google will solve this one first, by giving us some way to do searches on both our circles as well as searches on the wider public posts. But, that will bring its own noise too. What?

a. Spam. In search, it's like putting a net into the sea. You'll bring up both what you want, say, Tuna, but what you don't want, say Dolphins and trash floating in the sea. We need a smart "net" that will bring back only high-value posts. See how DataSift works: More details on "track on steroids:" DataSift or ask +Nick Halstead who runs that company.

b. Duplication noise. If you think duplication noise is high now, it's VERY BAD on Twitter search. Why? Because let's say you are only following 200 people you will only see the duplication noise those 200 people are doing, but now if you search all public posts you'll see duplication noise that 20 million people do. Makes duplication filtering algorithms even more important, which is why I wrote this post.

c. Bad actors. On search if you searched for, say, "Amy Winehouse" everyone will get treated the same, whether it's some 14-year-old immature assh**e or music producer +Steve Greenberg. At some point I'd like to see more results from people like Steve Greenberg (maybe by using Klout scores, or something like the credibility scores that Quora is keeping) and less from trolls, jerks, or 14-year-olds who really have nothing to say to me about Amy Winehouse and how she lived (14-year-olds, for instance, won't have any authority to tell me about alcoholism and how to beat it).

Anyway, we need noise controls. Until Google solves this I will agree with VC +John Borthwick that Google doesn't get social: http://online.wsj.com/video/betaworks-ceo-google-doesnt-grasp-social-media/A479ADF4-526C-46AF-A759-4BBAEF4DAAB1.html

This will be the #1 issue between now and the end of the year on Google+ and will determine whether people stick around and spend more and more time here. So far, this is my greatest disappointment with Google and hope they solve it in a very elegant way to match the great UI and sexy features like Video Hangouts.

What do you think?
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