Getting real about social media

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Hazel Hall's invited keynote paper presented at Internet Librarian International, London, 13-15 October 2010. The content of this paper was developed into a journal article accessible from http://hazelhall.org/?attachment_id=105.

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Getting real about social media

  1. 1. Keynote, Friday 15th October 2010Getting real about social media Dr Hazel Hall Director – Centre for Social Informatics Institute of Informatics & Digital Innovation Edinburgh Napier University
  2. 2. @hazel@hazelhh
  3. 3. 1. Context of “realities”
  4. 4. Recognise that “What aren’t weRecognise that “What aren’t wegoing to do?” is as important asgoing to do?” is as important as“What we are going to do?”“What we are going to do?”
  5. 5. Social media tools are not Social media tools are not an alternative to real life, an alternative to real life, they are part of it. they are part of it. (Shirky, Cognitive surplus, (Shirky, Cognitive surplus, 2010, p. 37) 2010, p. 37)http://www.bite.ca/bitedaily/2010/07/social-media-monopoly-board-game/http://www.bite.ca/bitedaily/2010/07/social-media-monopoly-board-game/
  6. 6. Social media tells me that my sisterSocial media tells me that my sistercaught this salmon last Friday whencaught this salmon last Friday whenfishing on the River Tyne with myfishing on the River Tyne with myfather…father… … and the important dates for EBLIP6, what’s happening … and the important dates for EBLIP6, what’s happening at SLA, who is in charge at the BL, how much it costs to at SLA, who is in charge at the BL, how much it costs to join the LIS Research Coalition, the name of the new join the LIS Research Coalition, the name of the new professionals’ network, where to find someone on the professionals’ network, where to find someone on the train that II would like to meet, when a friend’s baby is train that would like to meet, when a friend’s baby is born, and when a colleague has died. born, and when a colleague has died.
  7. 7. Social media are aggregatorsSocial media are aggregatorsof people (not data alone, notof people (not data alone, notinformation alone): their lives,information alone): their lives,their experiences…their experiences…
  8. 8. Social media are aggregatorsSocial media are aggregatorsof people (not data alone, notof people (not data alone, notinformation alone): their lives,information alone): their lives,their experiences… … and this includes librarians, … and this includes librarians,their experiences… working (generally) within working (generally) within institutions, with their users. institutions, with their users.
  9. 9. Good at this!Good at this!
  10. 10. Good at this!Good at this! and this! and this!
  11. 11. Good at this!Good at this! and this! and this! i.e. extensions to existing i.e. extensions to existing practice facilitated by social practice facilitated by social media: we are information media: we are information professionals professionals
  12. 12. But what aboutBut what aboutthis?this?
  13. 13. But what aboutBut what aboutthis?this? To what extent are we To what extent are we genuinely engaging with library genuinely engaging with library stakeholder communities in a stakeholder communities in a participatory, collaborative participatory, collaborative fashion? fashion?
  14. 14. But what aboutBut what aboutthis?this? To what extent are we To what extent are we genuinely engaging with library genuinely engaging with library stakeholder communities in a stakeholder communities in a participatory, collaborative participatory, collaborative fashion? fashion? How can we fully exploit the How can we fully exploit the potential of social media by potential of social media by involving users in services involving users in services delivery? delivery?
  15. 15. Keynote key points(a) Social media currently provide additional platformsfor “traditional” information delivery
  16. 16. Keynote key points(a) Social media currently provide additional platformsfor “traditional” information delivery(b) Examples of sophisticated personal professionalapplications of social media demonstrate potential forfurther innovation in services
  17. 17. Keynote key points(a) Social media currently provide additional platformsfor “traditional” information delivery(b) Examples of sophisticated personal professionalapplications of social media demonstrate potential forfurther innovation in services(c) How we conceive relationships – between tools,information professionals, end users - will determinethe boundaries of service innovation
  18. 18. 2. Basis of line of argument:formal research and informal conversation
  19. 19. TwitterTwitterBloggingBlogging
  20. 20. Blogs, wikis, socialBlogs, wikis, socialnetworking, IM,networking, IM,microbloggingmicroblogging
  21. 21. ConversationConversation
  22. 22. #EdCM discusses implementation of social#EdCM discusses implementation of socialmedia. Members from various backgrounds:media. Members from various backgrounds:new knowledge is created at boundaries.new knowledge is created at boundaries.Long-term impacts difficult to predict.Long-term impacts difficult to predict.
  23. 23. 3. Recognition of social media as (just another) technology implementation
  24. 24. Unintended uses: telephones, photocopiers…Unintended uses: telephones, photocopiers…
  25. 25. Consequences of 500 years ofConsequences of 500 years ofprinting in the West still not fullyprinting in the West still not fullyunderstood, e.g. recent discussionunderstood, e.g. recent discussionof “Gutenberg parenthesis”:of “Gutenberg parenthesis”:codification is accidental blip (socodification is accidental blip (sothat’s why those KM projectsthat’s why those KM projectswere sub-optimal...)were sub-optimal...)
  26. 26. Wikipedia as site of breaking newsWikipedia as site of breaking news
  27. 27. Microblogging = blogging smallMicroblogging = blogging small(trivial) messages?(trivial) messages?
  28. 28. XMicroblogging = blogging smallMicroblogging = blogging small(trivial) messages?(trivial) messages?
  29. 29. Hall, H. (2009). When social means business: the potential of social computing tools to supportcollaborative work as part of the organisational information infrastructure. Invited keynotepaper presented at Innovation in e-information, Manchester 16-17 June 2009.
  30. 30. MICROBLOGGING MICROBLOGGING I’m using Twitter to publish I’m using Twitter to publish useful information that useful information that people read, and to converse people read, and to converse 1x1 authentically. 1x1 authentically.Hall, H. (2009). When social means business: the potential of social computing tools to supportcollaborative work as part of the organisational information infrastructure. Invited keynotepaper presented at Innovation in e-information, Manchester 16-17 June 2009.
  31. 31. Detailed sociotechnical studies ofDetailed sociotechnical studies oftechnology implementationstechnology implementationsdemonstrate multiple, unexpected, rolesdemonstrate multiple, unexpected, rolesthat are context-dependent and subjectthat are context-dependent and subjectto user “bricolage”to user “bricolage” For example, initial For example, initial implementation as “pet implementation as “pet project” project”
  32. 32. … as status symbol… as status symbol … as 2-directional … as 2-directional… as measurement tool… as measurement tool career ladder career ladder … as corporate focus … as corporate focus
  33. 33. .. or in this case, a tool for.. or in this case, a tool forknowledge sharing (or not)knowledge sharing (or not)
  34. 34. Also seen in context ofAlso seen in context ofindividual Twitter profilesindividual Twitter profiles
  35. 35. @JISC 348@JISC 348@CILIPInfo 151@CILIPInfo 151@LISResearch 111@LISResearch 111
  36. 36. Misnomers: if Twitter is a mediaMisnomers: if Twitter is a mediathat is social, why do all thesethat is social, why do all thesepeople come to #EdCM Fridaypeople come to #EdCM Fridaymornings at 08:00am?mornings at 08:00am?
  37. 37. For the same reasons that weFor the same reasons that westill carve messages on stones,still carve messages on stones,craft letters in ink etc: becausecraft letters in ink etc: becausebasic human needs andbasic human needs andbehaviours are more constantbehaviours are more constantthan distracting “movement”than distracting “movement”generated by new technologygenerated by new technology
  38. 38. Characteristics of social media(a) Functions will extend beyond initial conception(b) Function is in the eye of the beholder(c) “Social” as misnomer, social element of tools varies(d) Need to consider potential against context ofenduring human behaviours
  39. 39. 4. Social media for personalprofessional purposes: examples and value of sophisticated deployment
  40. 40. Use social media for collaborativeUse social media for collaborativeproject work and learning: wikis,project work and learning: wikis,blogs, instant messaging, onlineblogs, instant messaging, onlinetweet-upstweet-ups
  41. 41. Use social media for staffUse social media for staffdevelopment: participation indevelopment: participation inamplified eventsamplified events
  42. 42. Use social media for efficiencyUse social media for efficiencyat work: unshackling from e-at work: unshackling from e-mail lists in favour of Twittermail lists in favour of Twitterfeedsfeeds
  43. 43. Use social mediaUse social mediafor profile raising:for profile raising:tweeting, bloggingtweeting, blogging
  44. 44. Experiment beyond the “brandExperiment beyond the “brandname” toolsname” tools
  45. 45. Use social mediaUse social mediato peer reviewto peer reviewwork (amongstwork (amongstother things)other things)
  46. 46. Snap shot of 2010 researchSnap shot of 2010 researchproject on Twitter revealedproject on Twitter revealedpockets of sophisticatedpockets of sophisticateddeployment of social mediadeployment of social mediafor personal professional use,for personal professional use,e.g. use of lists, third partye.g. use of lists, third partyapplications, strategicapplications, strategicfollowing etc.  valuefollowing etc.  value
  47. 47. 5. Social media for library services delivery: examples
  48. 48. Lots of examplesLots of examplesavailableavailable
  49. 49. Use social media forUse social media formarketing/PR: Facebook,marketing/PR: Facebook,Twitter, blogsTwitter, blogs
  50. 50. Use social media for informationUse social media for informationdiscovery and access, subjectdiscovery and access, subjectguides: social book marking, blogsguides: social book marking, blogs
  51. 51. Use social media forUse social media fortraining/teaching:training/teaching:YouTube videos,YouTube videos,podcastspodcasts
  52. 52. Use social media forUse social media forvirtual reference:virtual reference:instant messaging,instant messaging,chatchat
  53. 53. Use social media for news andUse social media for news andcurrent awareness: Twitter andcurrent awareness: Twitter andblogs – events, new resources,blogs – events, new resources,opening hours, popular titlesopening hours, popular titles(“twinforming”)(“twinforming”)
  54. 54. Snap shots here reveal socialSnap shots here reveal socialmedia used largely to delivermedia used largely to deliversame services in a differentsame services in a differentway (sometimes at level ofway (sometimes at level ofwhole institution) but wherewhole institution) but whereis user participation, asis user participation, asopposed to consumption?opposed to consumption?
  55. 55. Use social media to build uponUse social media to build upon“traditional” services delivery“traditional” services delivery
  56. 56. Use social media forUse social media fornew forms ofnew forms ofinteraction for broadinteraction for broadpurposespurposes
  57. 57. 7. We are all part of the reality: develop our users, develop ourselvesUsers consume  connect  canvas  communicate  comment  commentate  contribute  collaborate (See Umar Ruhi, PhD 2010: http://www.umar.biz) We steward  we accept flux & beta  we collaborate
  58. 58. Tactics vary: coordinated,Tactics vary: coordinated,“conventional” action“conventional” actionamongst large groupsamongst large groupsversus irregular practice inversus irregular practice insmall, networked cellssmall, networked cells
  59. 59. Develop stakeholder Develop stakeholder participation: lead participation: lead communities & user- communities & user- generated services, generated services, client self-support client self-supportThey are here!They are here! and here – with mobiles and wireless and here – with mobiles and wireless
  60. 60. Student supportStudent supportexample in Yammer:example in Yammer:they did it because itthey did it because itwas useful, becausewas useful, becausehumans like makinghumans like makingand sharing thingsand sharing things
  61. 61. New links to user-New links to user-generated servicesgenerated servicesplannedplanned
  62. 62. @LISResearch might be@LISResearch might beadvised to follow itsadvised to follow itsfollower community:follower community:increase peripheralincrease peripheralvision, understanding ofvision, understanding ofcontextcontext
  63. 63. @LISResearch at least@LISResearch at leastfollows “core” followersfollows “core” followersthrough #LISRC10 listthrough #LISRC10 list
  64. 64. 4,861 is over 4,861 is overInteract withInteract with double the follow double the followusers in theirusers in their figure on Twitter figure on Twitter“home” social“home” socialmedia spacemedia space
  65. 65. Distinguish betweenDistinguish betweencorporate identity (often thecorporate identity (often theroyal “we”), individualroyal “we”), individualprofessional work identity,professional work identity,and personal identity in socialand personal identity in socialmedia applicationsmedia applications The identity fix … at least to avoid sounding … at least to avoid sounding daft, but also to protect from daft, but also to protect from reputational risk reputational risk
  66. 66. Develop throughDevelop throughharnessing theharnessing thenetwork: crowd-network: crowd-sourced queriessourced queries
  67. 67. Follow theFollow theexamples of othersexamples of others
  68. 68. Engage in newEngage in newforms offorms ofprofessionalprofessionalorganisationorganisation
  69. 69. Consider how toolsConsider how toolsdeployed for one purposedeployed for one purposemay have value in anothermay have value in anothercontextcontext Induction games? Induction games? Hints and tips for users? Hints and tips for users? Prizes for the library Prizes for the library mayors? mayors?
  70. 70. Biggest risk?Biggest risk?
  71. 71. 8. Getting real
  72. 72. Use social media for information Use social media for information Use social media to build upon Use social media to build upon discovery and access, subject discovery and access, subject “traditional” services delivery “traditional” services delivery guides: social book marking, blogs guides: social book marking, blogs Use social media for collaborative Use social media for collaborative Use social media for Use social media for project work and learning: wikis, project work and learning: wikis, training/teaching: training/teaching: blogs, instant messaging, online blogs, instant messaging, online YouTube videos, YouTube videos, tweet-ups tweet-ups podcasts podcastsUse social mediaUse social media Use social media for news and Use social media for news and Use social media for Use social media forto peer review ofto peer review of current awareness: Twitter and current awareness: Twitter and new forms of new forms ofwork (amongstwork (amongst blogs – events, new resources, blogs – events, new resources, interaction for broad interaction for broadother things)other things) opening hours, popular titles opening hours, popular titles purposes purposes (“twinforming”) (“twinforming”)Use social media forUse social media for Use social media Use social mediavirtual reference:virtual reference: Use social media for staff Use social media for staff for profile raising: for profile raising:instant messaging,instant messaging, development: participation in development: participation in tweeting, blogging tweeting, bloggingchatchat amplified events amplified events Use social media for Use social media for marketing/PR: Facebook, marketing/PR: Facebook, Twitter, blogs Twitter, blogs
  73. 73. Use social media for information Use social media for information Use social media to build upon Use social media to build upon discovery and access, subject discovery and access, subject “traditional” services delivery “traditional” services delivery guides: social book marking, blogs guides: social book marking, blogs Use social media for collaborative Use social media for collaborative Use social media for Use social media for project work and learning: wikis, project work and learning: wikis, training/teaching: training/teaching: blogs, instant messaging, online blogs, instant messaging, online YouTube videos, YouTube videos, Deploy social media tools as podcasts podcasts tweet-ups tweet-ups additional platforms for Use social media for news and Use social media for news andUse social media “traditional” informationUse social media Use social media for Use social media forto peer review ofto peer review of current awareness: Twitter and new forms of current awareness: Twitter and new forms ofwork (amongst services delivery, and beyondwork (amongst blogs – events, new resources, blogs – events, new resources, interaction for broad interaction for broadother things)other things) opening hours, popular titles opening hours, popular titles purposes purposes (“twinforming”) (“twinforming”)Use social media forUse social media for Use social media Use social mediavirtual reference:virtual reference: Use social media for staff Use social media for staff for profile raising: for profile raising:instant messaging,instant messaging, development: participation in development: participation in tweeting, blogging tweeting, bloggingchatchat amplified events amplified events Use social media for Use social media for marketing/PR: Facebook, marketing/PR: Facebook, Twitter, blogs Twitter, blogs
  74. 74. Experiment beyond the “brandExperiment beyond the “brand Distinguish between Distinguish betweenname” toolsname” tools corporate identity (often the corporate identity (often the royal “we”), individual royal “we”), individualRecognise that “What aren’t weRecognise that “What aren’t we professional work identity, professional work identity,going to do?” is as important asgoing to do?” is as important as and personal identity in social and personal identity in social“What we are going to do?”“What we are going to do?” media applications media applicationsConsider how toolsConsider how tools Develop stakeholder Develop stakeholderdeployed for one purposedeployed for one purpose participation: lead participation: leadmay have value in anothermay have value in another communities & user- communities & user-contextcontext generated services, generated services, client self-support client self-support Follow the Follow the Interact with Interact with examples of others examples of others users in their users in their “home” social “home” social Develop through Develop through Engage in new Engage in new media space media space harnessing the harnessing the forms of forms of network: crowd- network: crowd- professional professional sourced queries sourced queries organisation organisation
  75. 75. Experiment beyond the “brandExperiment beyond the “brand Distinguish between Distinguish betweenname” toolsname” tools corporate identity (often the corporate identity (often the royal “we”), individual royal “we”), individualRecognise that “What aren’t weRecognise that “What aren’t we professional work identity, professional work identity,going to do?” is as important asgoing to do?” is as important as and personal identity in social and personal identity in social“What we are going to do?”“What we are going to do?” media applications media applicationsConsider how toolsConsider how tools Develop stakeholder Develop stakeholderdeployed for one purposedeployed for one purpose (Practitioners + tools) + (users + tools) = realitymay have value in anothermay have value in another participation: lead participation: lead communities & user- communities & user-contextcontext generated services, generated services, client self-support client self-support Follow the Follow the Interact with Interact with examples of others examples of others users in their users in their “home” social “home” social Develop through Develop through Engage in new Engage in new media space media space harnessing the harnessing the forms of forms of network: crowd- network: crowd- professional professional sourced queries sourced queries organisation organisation
  76. 76. Keynote key points(a) Social media currently provide additional platformsfor “traditional” information delivery(b) Examples of sophisticated personal professionalapplications of social media demonstrate potential forfurther innovation in services(c) How we conceive relationships – between tools,information professionals, end users - will determinethe boundaries of service innovation
  77. 77. Keynote, Friday 15th October 2010Getting real about social media Dr Hazel Hall @hazelh, h.hall@napier.ac.uk,

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