I’m at the Information Online conference in Sydney, where I gave a keynote this morning. The conference is primarily populated by librarians. In sitting in on some of the sessions and speaking to attendees, one of the interesting dynamics emerging is how the democratization of information searching – through Google and more – means librarians must shift up in how they add value. Many spend much of their time using specialist databases (with 110 exhibitors pusing their wares here), and clearly can play an important role in finding, filtering, and customising information, but they find it difficult to sell their importance to their senior business or government bosses.

Layoffs are rife in business libraries and information centers, with these kinds of services easy targets in cost-cutting. One of my key messages to this community was how they can and must contribute to creating a global information architecture that enables collaborative filtering. The vast majority of Internet users only look, and don’t contribute. If information professionals and others can make it easy for people to input what they find valuable, and for others to tap into that consolidated input, this will help support the emergence of the “global brain” in which we can draw on each others’ perspectives, rather than face the information jungle alone. Blogs are critical in the creation of this infrastructure. The simple act of providing a link changes the shape of the Internet, influences Google and Blogdex results, and allows others to find more easily what you think is worthwhile. We all must participate, not just observe.