Hazel Hall presented on using social media to achieve organizational goals and the implications for information management and knowledge management policies and strategies. She provided illustrations of how social media can be used to enhance services delivery through broadcasting information as well as enabling collaboration. However, focusing solely on broadcast uses limits realizing the full potential of social media for knowledge management. To take advantage of social media, organizations should focus on collaboration and developing users into collaborators by supporting their journey through experimenting with social tools and catering for personal development.

1. Using social media to achieve
organisational goals
Implications for organisational and
IM/KM policies and strategies
Presentation to NetIKX by Hazel Hall, Director – Centre for Social Informatics
19 January 2011

3. If you are tweeting this
If you are tweeting this
session, please refer to me
session, please refer to me
as @hazelh. Thank you!
as @hazelh. Thank you!

6. Other current projects:
Other current projects:
DREaM; EuroPetition;
DREaM; EuroPetition;
HUWY; SmartCities
HUWY; SmartCities

8. Presentation from perspective of:
Presentation from perspective of:
1.Research interest in collaboration in online
1.Research interest in collaboration in online
environments
environments
2.Information services provider with background in
2.Information services provider with background in
IM/KM
IM/KM
3.Consumer of information delivered on social
3.Consumer of information delivered on social
media platforms
media platforms

9. Key points
1. “Contexts” of social media present a number
of challenges
2. Information services delivery supported by
social media may be achieved in a number of
ways
3. To take full advantage of social media we
need to turn our end-user consumers into
collaborators

10. Key points
1. “Contexts” of social media present a
number of challenges
2. Information services delivery supported by
social media may be achieved in a number of
ways
3. To take full advantage of social media we
need to turn our end-user consumers into
collaborators

11. “Social” = leisure
“Social” = leisure
“Social media”= toy
“Social media”= toy
http://www.bite.ca/bitedaily/2010/07/social-media-monopoly-board-game/
http://www.bite.ca/bitedaily/2010/07/social-media-monopoly-board-game/

12. Social media aggregate data,
Social media aggregate data,
information and people: their
information and people: their
lives, their experiences…
lives, their experiences…
… and this includes employees,
… and this includes employees,
customers, and other
customers, and other
stakeholders
stakeholders

13. Services name
Services name
connotations are silly…
connotations are silly…

14. Services name
Services name
connotations are silly…
connotations are silly…
Luis Quintanilla (1893-1978) illustration from 1947
http://www.lqart.org/illustfold/gulliver/gultrav.html

15. … but we do get used to them
… but we do get used to them
http://www.shinyshiny.tv/2010/01/shiny_poll_the_1.html

16. There’s so much going on that
There’s so much going on that
it’s easy to get distracted by
it’s easy to get distracted by
the movement of the
the movement of the
technology
technology

17. So we need to recognise that “What aren’t
So we need to recognise that “What aren’t
we going to do?” is as important as “What
we going to do?” is as important as “What
we are going to do?” and be prepared for
we are going to do?” and be prepared for
local “bricolage” as tools are adopted and
local “bricolage” as tools are adopted and
modified by the user-base
modified by the user-base

18. Some institutions block access
Some institutions block access

19. …yet they are prepared to tolerate
…yet they are prepared to tolerate
the occasional e-mail blunder
the occasional e-mail blunder

20. Key points
1. “Contexts” of social media present a number
of challenges
2. Information services delivery supported by
social media may be achieved in a number
of ways
3. To take full advantage of social media we
need to turn our end-user consumers into
collaborators

21. Lots of examples
Lots of examples
available, though often
available, though often
presented tool by tool
presented tool by tool

22. Most obvious social media
Most obvious social media
tools for information
tools for information
services delivery fit to
services delivery fit to
“broadcast model”
“broadcast model”
Blog as newsletter
Blog as newsletter

23. Conference registration open
Conference registration open
Training day announcement
Training day announcement
Publication of research report
Publication of research report
Twitter feed as current
Twitter feed as current
awareness: “twinforming”
awareness: “twinforming” Study day announcement
Study day announcement
(and missing KM potential)
(and missing KM potential)
Conference registration to close
Conference registration to close
Conference registration open
Conference registration open
Study day announcement
Study day announcement
Publication of blog post
Publication of blog post

24. Use social media for collaborative
Use social media for collaborative
project work and learning: wikis,
project work and learning: wikis,
blogs, instant messaging, online
blogs, instant messaging, online
tweet-ups
tweet-ups

25. Use social media for staff
Use social media for staff
development, training,
development, training,
teaching: participation in
teaching: participation in
amplified events, YouTube,
amplified events, YouTube,
podcasts
podcasts

26. Use social media for information
Use social media for information
discovery and access, subject
discovery and access, subject
guides: blogs, social book marking
guides: blogs, social book marking

27. Use social media for
Use social media for
virtual reference:
virtual reference:
instant messaging,
instant messaging,
chat
chat

28. Use social media for
Use social media for
marketing/PR: Facebook,
marketing/PR: Facebook,
Twitter, blogs
Twitter, blogs

29. Personal social media
use to support work
1. Time-wasting distraction versus information
overload life-buoy
2. Power of the online profile
3. Emergence of the “youngster elders”

30. Use social media for efficiency
Use social media for efficiency
at work: following key contacts
at work: following key contacts
on Twitter (and ditching the
on Twitter (and ditching the
mailing lists memberships)
mailing lists memberships)

31. Use social media for efficiency
Use social media for efficiency
at work: blogging ideas for peer
at work: blogging ideas for peer
review
review

32. Use social media for efficiency
Use social media for efficiency
at work: harnessing the
at work: harnessing the
network for crowd-sourced
network for crowd-sourced
queries…
queries…

33. …following the
…following the
examples of others
examples of others

34. Use social media for
Use social media for
personal profile raising:
personal profile raising:
tweeting, blogging
tweeting, blogging

35. Key points
1. “Contexts” of social media present a number
of challenges
2. Information services delivery supported by
social media may be achieved in a number of
ways
3. To take full advantage of social media we
need to turn our end-user consumers into
collaborators

36. Value of end-
user
collaboration
1. Customers become clients as the proximity
of relationship grows
2. Our increased peripheral vision and
understanding of client context through
closer engagement directs services
development
3. Stakeholder participation generates lead
communities, user-generated services and
client self-support

37. Use social media to build upon
Use social media to build upon
“traditional” services delivery
“traditional” services delivery

38. The LIS Research Coalition
The LIS Research Coalition
is making a start here with
is making a start here with
its new wiki space
its new wiki space

39. Contrast with Twitter
Contrast with Twitter
following patterns that
following patterns that
indicate nature of
indicate nature of
“broadcast” consumption
“broadcast” consumption
as well as delivery
as well as delivery
(#LISRC10 list = exception)
(#LISRC10 list = exception)

40. Stages to end-user
collaboration
1. Consume
2. Connect
Umar Ruhi, PhD 2010
3. Canvas
4. Communicate http://www.umar.biz
5. Comment
6. Commentate
7. Contribute
8. Collaborate

41. Supporting end-user
collaboration
1. Steward journey through beta space
2. Develop ourselves while developing others
3. Experiment
 FourSquare for hints and tips?
 Wordles for posters, event feedback?
1. Start in end-users’ preferred home space
2. Make it useful, then watch as human desires
to make and share emerge…

42. Using social media to achieve
organisational goals
Implications for organisational and
IM/KM policies and strategies
Presentation to NetIKX by Hazel Hall, Director – Centre for Social Informatics
19 January 2011

43. Using social media to achieve
organisational goals Illustrations & examples
Illustrations & examples
Implications for organisational and
IM/KM policies and strategies
1. Social media merit inclusion in IM/KM policies and strategies
1. Social media merit inclusion in IM/KM policies and strategies
2. Social media provide means to enhance services delivery so…
2. Social media provide means to enhance services delivery so…
3. …focus on services and users, rather than (“trivial”) tools per se
3. …focus on services and users, rather than (“trivial”) tools per se
4. Remember social media for broadcast purposes limits them to IM applications
4. Remember social media for broadcast purposes limits them to IM applications
5. KM value emerges from deployment that focuses on collaboration
Presentation to NetIKX by Hazel Hall, Director – Centre for Social Informatics
5. KM value emerges from deployment that focuses on collaboration
6. IM/KM policies and strategies should also cater for personal development
6. IM/KM policies and strategies should also cater for personal development
19 January 2011

44. Dr Hazel Hall
h.hall@napier.ac.uk @hazelh
http://www.soc.napier.ac.uk/~hazelh/esis/hazel.html
Presentation to NetIKX by Hazel Hall, Director – Centre for Social Informatics
19 January 2011