Using the Social Web to Maximise Access to your Resources

http://iwmw.ukoln.ac.uk/iwmw2009/sessions/kelly/ IWMW 2009 A2: Using the Social Web to Maximise Access to Your Resources 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 ‘iwmw2009-kelly' 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)

About This Session Aims of the session: • To describe how various Social Web services can help to maximise access to institutional resources. • To discuss ways in which such services can be used to support your particular areas of interest. • To address the ethical issues related to use of the Social Web. • To help you to develop plans for making use of the Social Web to support your institutional aims. A centre of expertise in digital information management 2

Revisiting SEO Web sites Google (Live Search Bing, …) Real Databases world Summary of key approaches: • Apply various techniques to Web resources to make resources easier to find in Google, … Directories • Resources may include organisational Web suites, third party Web sites, databases, … • Resources may also include real world objects and ideas (i.e. your museum, your research ideas, …) • Based on understanding of importance of Google to end users A centre of expertise in digital information management 3

Beyond SEO Web sites Social Services (Facebook, Slideshare, Twitter, …) Real Databases world Summary of key approaches: Directories • Make use of social networking services which people may use of discuss your services • Services may include Facebook, MySpace, Slideshare, Twitter, … • No need to touch your Web sites (so useful if you can’t!) • Based on understanding of popularity of SNs and people’s interests in chatting and sharing A centre of expertise in digital information management 4

Opportunities & Challenges A centre of expertise in digital information management 5

It’s About The Individual! Focus of the Social Web is the individual. Challenges posed: • ‘It’s my space’ • ‘Sustainability • Privacy • Editorial control • Branding • … A centre of expertise in digital information management 6

Structure of Session Introduction Completed! “Pimp Up Your Stuff” Talk How Can I Use Social Web? Exercise “Monitoring the Impact” Talk Convincing the ‘Beancounters’ Exercise “The Ethical Issues” Talk Personal Action Plans Exercise Questions and Conclusions A centre of expertise in digital information management 7

Wikis What Does Google Find? Pages in Wikipedia are Google-friendly • First 3rd party Web site for search for ‘British Library’ is from Wikipedia • Similar results found for a search for ‘British Postal Museum’ A centre of expertise in digital information management 8

Wikis Exploiting Wikipedia Is your organisation listed in Wikipedia? If not you are missing out on a (free) marketing opportunity. A centre of expertise in digital information management 9

Blogs Why Blog? Multiple reasons for blogging (not all to do with maximising access to resources and ideas): • Reflection • Dissemination • Engagement • News and alerts • Note-taking • Experimentation • ‘Think out loud’ • Personal development • Syndication •… Jo Alcock (librarian at Wolverhampton University) has a blog which allows her to engage with her users on library developments and solicit feedbackin digital information management A centre of expertise 10

Blogs Why I Blog Reasons mentioned previously. In addition: • Talk about plans for new ‘stuff’ (events, papers, ideas, …) • Talk and ‘stuff’ I’ve delivered (as illustrated) Use of a blog allows this to be: • Commented on • Syndicated • Repurposed A centre of expertise in digital information management 11

The Paper In The Repository The paper in the repository can fail to engage with potential interested parties: especially if only the metadata is available and access is restricted! A centre of expertise in digital information management 12

Best Practices For Bloggers Examples of best practices: • Have a blog policy (e.g. ‘Don’t be stupid’) • Define the scope and target audience • Link to others • Allow comments • Respond to comments • Decide on team or individual blog • Make use of your blog posts elsewhere See UKOLN’s Cultural Heritage IntroBytes briefing documents A centre of expertise in digital information management 13

Blogs From A Distance Blog Chris Sexton, IT Service’s Director at University of Sheffield & current UCISA chair Her blog: • Outlines senior management strategic thinking • Embed title and link to my most recent blog post A centre of expertise in digital information management 14

Blogs Reading, Even If Not Blogging Negative impact – the bad things they say about your stuff Can be useful to monitor: • Your brand • Your ideas • Your reputation • Your stuff • …. Some minor criticisms from Stephen Downes, A speedy reply, and a well-read Canadian e=learning guru a positive response A centre of expertise in digital information management 15

Twitter What Can Twitter Offer? A centre of expertise in digital information management 16

Twitter What Can Twitter Offer? Promoting blog post about possible event. Brief - designed for retweeting (RT) Should you add “Please RT”? A centre of expertise in digital information management 17

Twitter What Can Twitter Offer? “OMG they’re criticising us – and this is being retweeted to new groups!” Note you don’t have to respond (but you may address issues raised) A centre of expertise in digital information management 18

Quick Surveys Twitter for rapid surveys & feedback “Firefox is crashing frequently. Is this true for others? Respond with #firefoxcrashes or #firefoxisfine. Please RT.” A centre of expertise in digital information management 19

Twitter Writing Style New blog post published which I hope to gain a wide audience for. Announcement tweeted. First draft “Respect Copyright (and Subvert It!)" My thoughts on copyright and openness in light of the #digitalbritain report http://bit.ly/4XOMJ” Second draft: “Respect Copyright (and Subvert It!)" Thoughts on copyright & openness in light of #digitalbritain report http://bit.ly/4XOMJ” Rationale: • Allow retweeting in entirety • Clause which can be removed (“in light of #digitalbritain report”) A centreallow for commentary (e.g. “great post”) to of expertise in digital information management 20

Twitter Twitter – Some Evidence Personal experience • Most popular post on UKOLN’s Cultural heritage blog in May 2009: “Explaining the Risks and Opportunities Framework” • Announced on Twitter at 08.55 on 21st May: Blog post explaining the Risks & Opportunities Framework published at http://tinyurl.com/p72kld “I haven’t got the time to use Twitter. And it can’t Ajustify expertise in digital information management centre of the ROI” Really? 21

Twitter Twitter – Further Evidence Where are the visits coming from? As the top post has been tweeted, possibly the visits are from a Twitter client (rather than the Twitter Web site) A centre of expertise in digital information management 22

“The Power Of Passed Links” The Value Of Twitter Is In “The Power Of Passed Links” Wilson predicts that at current growth rates, Twitter “will surpass Google for many websites in the next year.” And that just as nearly every site on the Web has become addicted to Google juice, they will increasingly try to find ways to get more links from Twitter. Because Twitter equals traffic. … Moreover, he asserts that these Twitter links “convert better” than search links because they are often pre- filtered and come in the form of a recommendation from someone you are following. TechCrunch, June 2009 A centre of expertise in digital information management 23

Slides Slides To Engage Users Slides designed to allow users to make use of content and links: • AUP giving permission to reuse content & exploit WiFi network to discuss content • Hyperlinks in slides • Link to master copy provided in title slide and footer in handout • Tag used in del.icio.us to The PowerPoint file is a resource which can bookmark resources (no be easily accessed, discussed and provide need to copy URLs) links to relevant resources during a talk and subsequently. of expertise in digital information management A centre 24

Slideshare Slideshare To Promote Ideas I use Slideshare to maximise awareness of ideas in papers I deliver at conferences. Approaches: • Slides uploaded in advance (accessibility benefits) • Allow slides to be embedded in blogs, Web pages, … • Text, tags, links & metadata to support searching & provide context A centre of expertise in digital information management 25

What About Video? Increasingly users want video content – and are likely to use Google or YouTube to find videos Google Video might have been an obvious place to store videos – but it is how being deprecated A centre of expertise in digital information management 26

YouTube Want to make your University appealing to potential students? They’re likely to look at YouTube What will they find? A centre of expertise in digital information management 27

YouTube Want to make your University appealing to potential students? They’re likely to look at YouTube What will they find? Student-published videos may appeal to potential students – but the approaches (drunkenness, copyrighted sound clips, etc.) won’t be expertise in digital information management A centre of used officially 28

Your Institutional Video Is it worth trapping your marketing videos in your institutional Web site? The SEO tips for enhancing the visibility of your videos in YouTube follow well- “Given that YouTube is by far the most popular established guidelines video website, you should be publishing (e.g. title, description, videos there (even if you are a B2B company tags, …) like HubSpot ” A centre of expertise in digital information management 29

What About Facebook? (1) Should you have a Facebook presence for your organisation? A centre of expertise in digital information management 30

Social Networks What About Facebook? (2) There may already be multiples pages and groups for your organisation • <http://www.facebook.com /pages/Milton- Keynes/The-Open- University/7084005675?> • <http://www.facebook.com /group.php? sid=b8c4e095201c81eb2d a026ea04067fb0&gid=221 2434521> • <http://www.facebook.com /openuniversity/> Note vanity URLs made available on 12 June 2009 – if you have > 1,000 fans. Did you miss out? A centre of expertise in digital information management 31

Risks of Doing Nothing Webinar held on 16 June 2009 Advice for US Universities on how to exploit social networks What are the risks of being left behind? Must a service be 100% ‘pure’ before choosing to A centre of expertise in digital information management 32 use it?

Conclusions The Social Web: • Can be used to enhance access to digital resources, real world resources and ideas and concepts • Ignoring the potential may mean you lose out to your peers, competitors or rivals • Can form part of your organisation’s mission and not just an added extra for dissemination • But there are risks – to be explored later A centre of expertise in digital information management 33

Using the Social Web to Maximise Access to your Resources: Group Exercise 1: Demonstrating the Impact of the Social Web Group Exercise 1: Challenges In Making Use of the Social Web 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 Group Exercise 1 Break into small groups Find someone to report back Discuss: • How you might demonstrate the impact of use of the Social Web • How you might gather and use evidence to convince sceptics e.g. funders who wish to reduce funding; tabloid newspapers; … Try to ensure that everyone contributes to the discussion A centre of expertise in digital information management 35

D Group Exercise 2 Break into small groups Find someone to report back Discuss: • What are the main challenges in exploiting the Social Web to enhance access to your resources and services? • How might you address such challenges? Try to ensure that everyone contributes to the discussion A centre of expertise in digital information management 36

Report Back Summaries from the discussion groups A centre of expertise in digital information management 37

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 38

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 39

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 40

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 41

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 42

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 43

“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 44

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) 45

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? 46

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 47

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 48

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 49

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/> A centre of expertise in digital information management 50

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 51

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 52

Conclusions Acknowledgments to Michael Edson for the Web Tech Guy and Angry A centre of expertise in digital information management 53 Staff Person post / comic strip

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Using the Social Web to Maximise Access to your Resources

by Brian Kelly on Jul 17, 2009

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