Collaboration and Social Networking Dr Axel Bruns [email_address] KCB202

Why Do You Need to Know This? The age of networks: network logic is everywhere most employers attempt to set up internal social networks, and engage with social networks of users and customers social networks as source of information key source of news and ideas network acquaintances help make social and professional connections social networks as tools for media professionals advertising, marketing, PR increasingly reliant on viral media social network commentary on products can make or break companies

The age of networks:

network logic is everywhere

most employers attempt to set up internal social networks,

and engage with social networks of users and customers

social networks as source of information

key source of news and ideas

network acquaintances help make social and professional connections

social networks as tools for media professionals

advertising, marketing, PR increasingly reliant on viral media

social network commentary on products can make or break companies

Why Networks? Networks are everywhere: “ every form of organisation is a network” (Podolny & Page) but some are more effective than others Networking is complex: need for trust, reciprocity, goodwill, mutual obligation not simply driven by power of markets and hierarchies Network benefits: collective learning personal status grows through networking more adaptive to unanticipated changes less vulnerable to disruptions (Flew pp. 80-81)

Networks are everywhere:

“ every form of organisation is a network” (Podolny & Page)

but some are more effective than others

Networking is complex:

need for trust, reciprocity, goodwill, mutual obligation

not simply driven by power of markets and hierarchies

Network benefits:

collective learning

personal status grows through networking

more adaptive to unanticipated changes

less vulnerable to disruptions

(Flew pp. 80-81)

Hierarchies vs. Networks hierarchical, vertical structure often inflexible, static, fixed controlled from the top vulnerable to disruptions of communication between levels e.g. traditional companies, political parties flattened, clustered structure often flexible, fluid, changeable controlled (?) by central nodes often able to bypass disruptive nodes using alternative communication routes e.g. network enterprises, political movements MySpace friends network, from Visual Complexity

hierarchical, vertical structure

often inflexible, static, fixed

controlled from the top

vulnerable to disruptions of communication between levels

e.g. traditional companies, political parties

flattened, clustered structure

often flexible, fluid, changeable

controlled (?) by central nodes

often able to bypass disruptive nodes using alternative communication routes

e.g. network enterprises, political movements

Social Network Analysis Study of participants and links within social networks, examining: actors relational ties dyads (pair of two actors) triads (three actors) subgroup (cluster) group (all actors) relation (evidence of interaction) Enables discovery of network hotspots, leading actors, flows of information Shows connections between networking tendencies and technology use Provides better understanding of social, political, intellectual processes del.icio.us social network, from Visual Complexity

Study of participants and links within social networks, examining:

actors

relational ties

dyads (pair of two actors)

triads (three actors)

subgroup (cluster)

group (all actors)

relation (evidence of interaction)

Enables discovery of network hotspots, leading actors, flows of information

Shows connections between networking tendencies and technology use

Provides better understanding of social, political, intellectual processes

The Network Society Manuel Castells: information as raw material of economic activity information and communication technologies (ICTs) pervade all forms of social activity logic of networking applies to all social processes and organisational forms need for flexible processes, organisations, and institutions in order to respond to uncertainty and change technology convergence means that companies must transform themselves into network enterprises (e.g. Cisco, Apple, Nokia, Google, …) the new economy is informational , global , and networked (in Flew pp. 88-9)

Manuel Castells:

information as raw material of economic activity

information and communication technologies (ICTs) pervade all forms of social activity

logic of networking applies to all social processes and organisational forms

need for flexible processes, organisations, and institutions in order to respond to uncertainty and change

technology convergence means that companies must transform themselves into network enterprises (e.g. Cisco, Apple, Nokia, Google, …)

the new economy is informational , global , and networked

(in Flew pp. 88-9)

Social Software, Social Media New forms of networked collaborative content creation: produsage in non-profit, voluntary projects (e.g. Wikipedia ) but also increasingly harnessed in for-profit contexts (e.g. software industry) social media themselves major business: MySpace, Facebook, Flickr, YouTube, … Impact of social media: important in information and knowledge industries (blogs, wikis, social bookmarking, collaborative design) impact on information flows, news and journalism, marketing, academic research, democratic processes, … see interview with Mark Bahnisch from Larvatus Prodeo (in Flew pp. 98-101)

New forms of networked collaborative content creation:

produsage in non-profit, voluntary projects (e.g. Wikipedia )

but also increasingly harnessed in for-profit contexts (e.g. software industry)

social media themselves major business: MySpace, Facebook, Flickr, YouTube, …

Impact of social media:

important in information and knowledge industries (blogs, wikis, social bookmarking, collaborative design)

impact on information flows, news and journalism, marketing, academic research, democratic processes, …

see interview with Mark Bahnisch from Larvatus Prodeo (in Flew pp. 98-101)

Where to from Here? Networking and collaboration skills are crucial: be able to work (collaboratively) in new media environments creating and updating information planning, building, and maintaining social networking spaces attracting and retaining social networking communities work out what structures are appropriate for your specific purpose information structures – clear, accessible, appropriate information social structures – addressing and involving users, but maintaining control where necessary establish your own online profile in relevant social networking spaces communities of interest, communities of practice, professional communities

Networking and collaboration skills are crucial:

be able to work (collaboratively) in new media environments

creating and updating information

planning, building, and maintaining social networking spaces

attracting and retaining social networking communities

work out what structures are appropriate for your specific purpose

information structures – clear, accessible, appropriate information

social structures – addressing and involving users, but maintaining control where necessary

establish your own online profile in relevant social networking spaces

communities of interest, communities of practice, professional communities