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Challenges in Making Use of the Social Web
 

Challenges in Making Use of the Social Web

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Slides for talk on "Challenges in Making Use of the Social Web" given by Brian Kelly, UKOLN in a workshop session.

Slides for talk on "Challenges in Making Use of the Social Web" given by Brian Kelly, UKOLN in a workshop session.

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    Challenges in Making Use of the Social Web Challenges in Making Use of the Social Web Presentation Transcript

    • http://www.ukoln.ac.uk/web-focus/events/workshops/sca-seo-20090629/ Using the Social Web to Maximise Access to your Resources: Challenges In Making Use of the Social Web Brian Kelly Acceptable Use Policy UKOLN Recording of this talk, taking photos, University of Bath discussing the content using email, Bath, UK instant messaging, blogs, SMS, etc. is permitted providing distractions to Email: others is minimised. b.kelly@ukoln.ac.uk Twitter: Blog: http://twitter.com/briankelly/ http://ukwebfocus.wordpress.com/ Resources bookmarked using ‘scaseo' tag UKOLN is supported by: This work is licensed under a Attribution- NonCommercial-ShareAlike 2.0 licence A centre of expertise in digital information management (but note caveat)
    • D Your Views What do you think are the main challenges in exploiting the Social Web to enhance access to your resources and services? A centre of expertise in digital information management 2
    • The Challenges You Colleagues ROI (demonstrate/ Unconvinced maximise? Firewalls Lack of resources Sustainability No time Limited Interoperability Challenges Understanding Technical Issues No support from management It’s “my” space Concerns Doing it ethically It’s a Social Branding, (not work) Web editorial control A centre of expertise in digital information management 3
    • Deployment Strategies Interested in using Social Web in your organisation? Worried about corporate inertia, power struggles, etc? There’s a need for a deployment strategy: • Addressing business needs • Low-hanging fruits • Observe emerging best practices • Encouraging the enthusiasts (don’t get in the way) • Staff training & development • Address areas you feel comfortable with • Impact analysis and assessment • Risk and opportunity management strategy • Accept that you won’t do it • … A centre of expertise in digital information management 4
    • You Don’t Need To Blog! Perhaps blogging & twittering (and speaking at conferences) is best left to those with a passion for user engagement? Suggestions: • Encourage the enthusiast • Lightweight bureaucracy: “Don’t be stupid”, emerging patterns of Twitter usage ,… A centre of expertise in digital information management 5
    • What You (Maybe) Shouldn’t Do Aim: Maximise traffic Approach: Use “Topless Swedish Model” in title Comment: But you may wish to use humour, puns, … So be honest in your reporting. Aim: Maximise comments Approach: Misspell people’s names in order to get then to respond (and then say thanks) Comment: But you may make spelling mistakes. Again be honest in your reporting. Aim: Maximise traffic Approach: Run an automated tool over site. Comment: But you may wish to use such tools. Again be honest in your reporting. A centre of expertise in digital information management 6
    • You Might Need a ‘Policy’ Dangers: • A policy is bureaucratic, • Fails to understand new technologies • … Dangers of no policy: • Over-the-top reaction A lightweight policy: • Mosman Council page describes “who is tweeting on behalf of the Council (the web team based at the Library); why they are doing it; their reply policy and how to stop them following you” A centre of expertise in digital information management 7
    • Return On Investment Justifying ROI • What’s the purpose of the Social Web service:  Dissemination  Engaging with users Remember 1-9-90 ‘rule’  Reflective thinking  Providing opportunity for comment  … Maximising ROI Tuesday post • Timeliness • Appropriateness Monday post • Challenging Saturday publishing post assumptions Friday post A centre of expertise in digital information management 8
    • “It‘s My Space” “Can you send this message on your list?” “Can you mention it in your blog?” NB Happy to mention Oxford’s “Wall of 100 Faces” Get your students to say how great the Uni is and make interface attractive A centre of expertise in digital information management and appealing 9
    • My Political Views A poll carried out by the Daily Mail on 19 June 2009 Surprised by results? A triumph for the liberal intelligentsia on Twitter? Echoes of public protests in dictatorships. But what if I had been promoting the BNP? (Note thecentre of expertise in digital information management A wording in my tweet) 10
    • Influencing & Observing The Daily Mail hid the results Blog post published on activism & ethics • Encouraging votes • Multiple votes • Citing tweets • Capturing images of tweets and Twitterers Opportunity to analyse influence in social networks – but is of expertise in digital information management A centre this ethical? 11
    • Dodgy Use of Twitter Habitat: • Monitor ‘trending’ Twitter hashtags • Publish advertising tweets with these hashtags Including: • Hashtag about Iranian elections! How do we ensure we use SNs in ethical way? Do we simply avoid their use? A centre of expertise in digital information management
    • What About Metrics? Martin Wellers blog post on “Connections versus Outputs” on impact in Social Web Lists in 'distance learning‘ of: • Top influencers • Sites/people have a high level of 'hubness‘ ("characteristic of disproportionately linking to those who are authoritative on a given topic“) But how reliable is this? A centre of expertise in digital information management 13
    • Risk Management JISC infoNet Risk Management infoKit: “In education, as in any other environment, you can’t decide not to take risks: that simply isn’t an option in today’s world. All of us take risks and it’s a question of which risks we take” Examples of people who are likely to be adverse stakeholders: • People who fear loss of their jobs • People who will require re-training • People who may be moved to a different department / team • People .. required to commit resources to the project • People who fear loss of control over a function or resources • People who will have to do their job in a different way • People who will have to carry out new or additional functions • People who will have to use a A centre of expertise in digital information management new technology 14
    • Critical Friends / Friendly Critics JISC U&I programme is encouraging establishment of “Critical Friends” Paul Walk (UKOLN) was described as a ‘critical friend’ of <http://dev8d.jiscinvolve.or g/2009/02/10/> JISC See <http://critical-friends.org/> Phil Bradley’s post provided a similar role – and CILIP responded A centre of expertise in digital information management accordingly  15
    • Towards a Framework Biases • Critical friends Intended • Sharing • Application to Purpose experiences existing Benefits • Learning from services (various successes • Application to stakeholders & failures in-house Risks (various • Tackling biases development stakeholders •… •… Missed Opps. “Time To Stop Doing and Start (various Thinking: A Framework For stakeholders Exploiting Web 2.0 Services”, See blog post on Costs Museums & the Web 2009 Critical Friends, conference (various Friendly Critics stakeholders (and Hostile Subjective factors Note also JISC’s Opponents!) Scenario Planning work A centre of expertise in digital information management 16
    • Using The Framework Twitter for individuals Organisational Fb Page Community Intended Marketing Critical Friends / support Purpose events,… Friendly Critics Benefits • UKOLN blogs Rapid Large • Email list (various feedback stakeholders audiences discussions Risks Learning Justify ROI (various Ownership, • Many blogs Org. brand stakeholders privacy, lock-in Engaging with a Missed Opps. Community- Marketing Twitter (various building stakeholders opportunity community Costs • Conferences Low? Low? • Papers (various stakeholders •… Note personal biases! Use of of expertise in digital information management use of Twitter & Facebook A centre approach in two scenarios: CILIP 17
    • Conclusions Acknowledgments to Michael Edson for the Web Tech Guy and Angry A centre of expertise in digital information management 18 Staff Person post / comic strip