Free Labor on the Web
BusinessWeek has an interesting article that surveys the landscape of volunteer workers on the web. They wonder why, especially considering the wobbly economic state the world is in, do so many people freely offer their time and efforts online? What BusinessWeek discovers, is that for many members of this “volunteer economy” 15 minutes of fame and a sense of social value drive their behaviors, rather than a desire for monetary gain.
It’s dawn at a Los Angeles apartment overlooking the Hollywood Hills. Laura Sweet, an advertising creative director in her early 40s, sits at a computer and begins to surf the Net. She searches intently, unearthing such bizarre treasures for sale as necklaces for trees and tattoo-covered pigs. As usual, she posts them on a shopping site called ThisNext.com. Asked why in the world she spends so many hours each week working for free, she answers: “It’s a labor of love.”
Later this morning, a half-hour’s drive to the west, a serial entrepreneur named Gordon Gould strolls into the Santa Monica offices of ThisNext. Gould has managed to entice an army of volunteers, including Sweet, to pour passion and intelligence into his site for free. Traffic on ThisNext is soaring, with unique visits nearly tripling in a year, to 3.5 million monthly. What’s in it for the volunteer workers? “They can build their brands,” Gould says. “In their niches, they can become mini-Oprahs.”