If I can drive does
that make me a
mechanic?
© Kelly Page
Dr. Kelly Page
1

This is a story about a
truck, a car,
my dad &
social media experts!
© Kelly Page 2

My Amazing Dad!
© Kelly Page 3

Articulated Vehicle Operator
Universal Transport Operations (UTO) Freightliner, coupled to a bogey-tri B-double,
heading north on the New England Highway.
[Photo: Ben Tillman]
© Kelly Page 4

845 miles
632 miles
1717 miles
203 miles
459 miles
415 miles
4,271 miles
© Kelly Page 5

845 miles
632 miles
1717 miles
203 miles
459 miles
415 miles
Townsville-Perth =
6.7 times length of UK
© Kelly Page 6

“Built Like a
Mack Truck”
© Kelly Page 7

The Accidents
[Photo: Photos: http://freshpics.blogspot.com/2007/11/scariest-truck-accidents-ever.html]
© Kelly Page 8

An Excellent Truck Driver!
 Loveable outgoing personality - My Dad!
 Fancy job title - An Articulate Vehicle Operator
 Years of experience - Over 30 years
 Different types of experiences - Different vehicles, places, cargo
 Self-promoting – Jokes, Stories, Stickers, T-shirts
 Self-taught – ‘Doer’ & a ‘Reader’
 Learnt from mistakes – Survived to Tell the Story
 High interest – a Connoisseur of Trucks!
© Kelly Page 9

But, if I can
drive does that
make me a
mechanic?
© Kelly Page 10

Our family car: Volvo 244 GL1982
© Kelly Page 11

aka “Greta”
© Kelly Page 12

Driver ≠ Mechanic
A difference in:
Knowledge
Experience
Context
Education
Confidence
Learning
© Kelly Page 13

“What really is a
social media expert?”
Knowledge of
Technology
© Kelly Page 14

Tweeting
Hourly
1,420,000
search
results
© Kelly Page 15

1-2 years experience Novice Years used
Computer Expert Expert Media User Web expert No. of Bookmarks
8-10 Hours a Day New User No. of Clients
Length of Usage Frequency of Usage
Experience
Social Media Expert
Duration of Use Usage Variety Very Experienced
No. of Followers Web User Over
10 years Media Expert Every day No. of Email
Accounts Home Access No. of Friends
© Kelly Page 16

Technology Usage
as a Proxy for Expertise
Driver ≠ Mechanic
Not New or Unique
Easy to Measure
BUT: Fatally Flawed.
© Kelly Page 17

Web User ≠ Web Expert
A difference in:
Type of Web Knowledge
(What & How)
Scope of Web Knowledge
(General & Specialised/Technical)
Episodic Web Knowledge
(Where, When, Why & How)
© Kelly Page 18

“Hi, I’m a Social Media
Expert!”
- Ask Yourself -
Are they really a driver or
a mechanic OR
are they still learning?
© Kelly Page 19

“True Knowledge exists in knowing
that you know nothing, and that
makes you the smartest of all”
Socrates
(470-399 BC)
“If I can drive does that make me a mechanic?”
caseinsights.com
© Kelly Page 20