Creating an
inclusive social
media strategy
Dr Scott Hollier
Social Media in Public Sector 2014
Who is Media Access
Australia?
• Australia‟s only independent NFP
organisation increasing access to
media for people with ...
Who am I?
• Professional:
• Project Manager & WA Manager for MAA
• W3C Advisory Committee representative
• Academic:
• Adj...
Defining social media
• In the public sector, social media
should focus on practical
engagement
• “The need to create, mod...
Benefits of social media
• The public want to create, modify,
share and discuss in areas of:
• Personal life
• Work
• Ente...
Benefits for people with
disabilities
• Personal: share and discuss in
environments without prejudice
• Work: overcome hig...
Relevance to the public
sector
• Gov 2.0 Round table in 2009
highlighted need for practical
engagement of government servi...
National Transition
Strategy (NTS)
• Australian Federal government
released NTS in 2010
• Three phases: preparation, trans...
Changing relevance of
accessible social media
• In 2009, Media Access Australia
released its Social Media Accessibility
Re...
SociABILITY project
• ACCAN funded project to support
people with disabilities
• 49 people provided tips and tricks on
get...
Key questions
• What can the social media tool do?
• What are the specific benefits to me?
• What tips and tricks can help...
Key barriers
• Websites not WCAG 2.0 compliant
• Unable to sign up due to CAPTCHA
• App incompatible with their AT
• Inter...
Resource overview
Report:
SociABILITY: Social
media for people with a
disability
Resource overview
• Tip sheets
• Two-page quick
reference
• Similar in structure to
consumer guide
• Six tip sheets, one f...
Facebook
tips & tricks
• Use mobile site m.facebook.com
• Additional keyboard shortcuts
• WAI-ARIA support
• Assistive tec...
LinkedIn
tips & tricks
• Finding people easier using Google than
LinkedIn‟s own search
• LinkedIn support receptive to nee...
YouTube
tips & tricks
• Automated caption service
• Free caption editors: Amara
• YouTube alternative players: Accessible
...
Twitter
tips & tricks
• Easy Chirp accessible Twitter portal
www.easychirp.com
• Lots of accessible apps on iOS: main app,...
Blogging
tips & tricks
• Focus on making content accessible
rather than accessibility of tool
• Media embedding options
• ...
Skype
tips & tricks
• Good option for deaf and hearing
impaired to communicate using Auslan
• Windows:
• Screen reader mod...
Practical accessibility tips
for public sector
• Accessibility is not just IT – engage
marketing, comms, content producers...
Practical accessibility tips
for the public sector
• Conversations that end with „its all on
our website‟ or „just follow ...
Professional Certificate in
Web Accessibility
• Six week online training course
• University-accredited. Jointly delivered...
Access iQ:
A Media Access Australia service
• Complete Guides to Web Accessibility
• Australia‟s only web accessibility se...
Further information
• Dr Scott Hollier:
• E-mail:
scott.hollier@mediaaccess.org.au
• Website: www.mediaaccess.org.au
• Twi...
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Transcript of "Creating an inclusive social media strategy"

  1. 1. Creating an inclusive social media strategy Dr Scott Hollier Social Media in Public Sector 2014
  2. 2. Who is Media Access Australia? • Australia‟s only independent NFP organisation increasing access to media for people with disabilities • Provides expert knowledge and advice on existing and emerging mainstream technologies • Works as a catalyst for change in multiple areas of access
  3. 3. Who am I? • Professional: • Project Manager & WA Manager for MAA • W3C Advisory Committee representative • Academic: • Adjunct Senior Lecturer, Edith Cowan University • PhD thesis „The Disability Divide‟ • Personal: Legally blind, first-hand knowledge of access issues
  4. 4. Defining social media • In the public sector, social media should focus on practical engagement • “The need to create, modify, share, and discuss Internet content in a particular situation.” (Kietzmann et. al. 2011)
  5. 5. Benefits of social media • The public want to create, modify, share and discuss in areas of: • Personal life • Work • Entertainment • Goods and services • Education
  6. 6. Benefits for people with disabilities • Personal: share and discuss in environments without prejudice • Work: overcome high levels of unemployment through online interaction • Entertainment: sharing captioned videos, play online games • Provision of goods and services: getting Dominos pizza coupons
  7. 7. Relevance to the public sector • Gov 2.0 Round table in 2009 highlighted need for practical engagement of government services via social media to people with disabilities • Gov 2.0 Taskforce in 2010 used a competition to raise awareness of inaccessible websites
  8. 8. National Transition Strategy (NTS) • Australian Federal government released NTS in 2010 • Three phases: preparation, transition and implementation • Implementation WCAG 2.0 targets: • Level A end of 2012 • Level AA end of 2014
  9. 9. Changing relevance of accessible social media • In 2009, Media Access Australia released its Social Media Accessibility Review • Original request: “Which social media tool is most accessible and worth perseverance?” • By 2011, changed to “I want to use what everyone else is using, how do I overcome the barriers?”
  10. 10. SociABILITY project • ACCAN funded project to support people with disabilities • 49 people provided tips and tricks on getting around social media accessibility • This was combined with online research and personal interviews to gain information
  11. 11. Key questions • What can the social media tool do? • What are the specific benefits to me? • What tips and tricks can help me get around the accessibility issues? • How can I get set up to use it for the first time? • How do I perform the necessary everyday tasks? • How do I make my own content accessible? • Where do I go for help?
  12. 12. Key barriers • Websites not WCAG 2.0 compliant • Unable to sign up due to CAPTCHA • App incompatible with their AT • Interface keeps changing (especially Facebook) • Unable to find help
  13. 13. Resource overview Report: SociABILITY: Social media for people with a disability
  14. 14. Resource overview • Tip sheets • Two-page quick reference • Similar in structure to consumer guide • Six tip sheets, one for each social media tool
  15. 15. Facebook tips & tricks • Use mobile site m.facebook.com • Additional keyboard shortcuts • WAI-ARIA support • Assistive technology helpdesk • Facely HD app for iOS • Facebook now make more regular accessibility announcements with main site gradually improving and CAPTCHA dropped on sign-up
  16. 16. LinkedIn tips & tricks • Finding people easier using Google than LinkedIn‟s own search • LinkedIn support receptive to needs of consumers with disabilities (removed CAPTCHA) • LinkedIn app on iOS accessible • Twitter is a good way to communicate with LinkedIn about accessibility issues • LinkedIn still has issues but is one of the more accessible tools
  17. 17. YouTube tips & tricks • Automated caption service • Free caption editors: Amara • YouTube alternative players: Accessible YouTube and Easy YouTube • YouTube app on iOS works with screen reader • HTML5 interface likely to improve accessibility in the long run
  18. 18. Twitter tips & tricks • Easy Chirp accessible Twitter portal www.easychirp.com • Lots of accessible apps on iOS: main app, Twitterrific, Twittelator for iPad, Tweetosaurus, Tweetero • Good way to ask questions about disability- related issues • Use #a11y to discuss accessibility issues • Now has accessibility team so main site is improving
  19. 19. Blogging tips & tricks • Focus on making content accessible rather than accessibility of tool • Media embedding options • Labelling links • Font selection • Blog template selection
  20. 20. Skype tips & tricks • Good option for deaf and hearing impaired to communicate using Auslan • Windows: • Screen reader mode • Additional keyboard commands • Mac: fairly accessible • iOS: fairly accessible • Resources for accessibility of other platforms
  21. 21. Practical accessibility tips for public sector • Accessibility is not just IT – engage marketing, comms, content producers, document creators and other roles in accessibility training • Make your website WCAG 2.0 complaint: only 26% were at end of 2012 • Use a variety of social media tools to maximise accessibility of messages
  22. 22. Practical accessibility tips for the public sector • Conversations that end with „its all on our website‟ or „just follow us on…‟ are problematic - social media is a conversation, not a broadcast • Be open to accessibility criticism and demonstrate willingness to improve • Use and distribute free resources
  23. 23. Professional Certificate in Web Accessibility • Six week online training course • University-accredited. Jointly delivered by UniSA and W3C member Media Access Australia • For ICT professionals to integrate web accessibility into work practices • www.mediaaccess.org.au/learn
  24. 24. Access iQ: A Media Access Australia service • Complete Guides to Web Accessibility • Australia‟s only web accessibility service directory • Training and workshops • Digital accessibility consultancy • Website testing and auditing • www.accessiq.org
  25. 25. Further information • Dr Scott Hollier: • E-mail: scott.hollier@mediaaccess.org.au • Website: www.mediaaccess.org.au • Twitter: @mediaaccessaus

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