I’m An Only Child, But I Learned To Share

Yahoo! sold its social bookmarking site Delicious.com last April to a company called AVOS, which was started by YouTube founders Chad Hurley and Steve Chen.

I hadn’t bookmarked a page on Delicious in 14 months until today, when I started playing around with the new design, which is visually interesting and oriented, much like Pinterest, Scoop.it and Storify.

Last December on the Delicious blog, the team explained that their top priority with the redesign was to help its visitors discover content.

    There were a number of considerations that went into formulating the new Stack design, with the end goal of making the content more compelling including:

  • More prominent comments from the stack creator to add a greater level of personalization
  • A more informative presentation with better content previews, to give a clearer sense of what’s behind each click
  • Better media display that showcases quality images and compelling video

You can also invite other Delicious users to collaborate on a Stack. Because the question is not whether to share, the question is where to share.

I presently have the following bookmarklets installed in my Chrome browser: TBUZZ (for Twitter) | Share on Tumblr | Share on Facebook | Pin It | Scoop It | Storify this | save on delicious. Twitter and Facebook, of course, receive the lion’s share of my aggregated content, but Tumblr, Pinterest, Scoop.it, Storify and Delicious all have value too.

Pinterest, Storify, Scoop.it and now Delicious encourage users to group linked stories/videos/images by topic. Technically, you can also use Tumblr, Twitter and Facebook in this fashion, but it’s not how those sites are configured. They’re built on blog-like structures, where it’s one thing at a time, then the next, related or not.

The other thing that pretty much goes without saying here (maybe why I saved it to the end) is the orientation away from text, toward images. Delicious was once a page full of text. But no more.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.