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Maximising Online Resource Effectiveness Workshop Session 4/8 Using the social web (alternative BK version)
 

Maximising Online Resource Effectiveness Workshop Session 4/8 Using the social web (alternative BK version)

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Alternative (Brian's) Session 4/8. Using the social web. The Strategic Content Alliance, JISC sponsored workshops on Maximising Online Resource Effectiveness, held on different occasions throughout ...

Alternative (Brian's) Session 4/8. Using the social web. The Strategic Content Alliance, JISC sponsored workshops on Maximising Online Resource Effectiveness, held on different occasions throughout 2010 and delivered by Netskills.

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Maximising Online Resource Effectiveness Workshop Session 4/8 Using the social web (alternative BK version) Maximising Online Resource Effectiveness Workshop Session 4/8 Using the social web (alternative BK version) Presentation Transcript

  • The social web—SCAMORE 4/8 (alternative) photo: ©GM 2010
  • The social web Session 4/8
  • http://www.ukoln.ac.uk/web-focus/events/workshops/scamore-20101012/ Maximising the Effectiveness of Your Online Resources: Exploiting the Social Web to Promote Your Resources Brian Kelly Acceptable Use Policy UKOLN Recording this talk, taking photos, discussing the content using University of Bath Twitter, blogs, etc. is permitted Bath, UK providing distractions to others is Email: minimised. b.kelly@ukoln.ac.uk Blog: http://ukwebfocus.wordpress.com/ Twitter: http://twitter.com/briankelly/ http://twitter.com/ukwebfocus/ UKOLN is supported by: This work is licensed under a Attribution-NonCommercial- A centre of expertise in digital information management 2.0 licence (but note caveat) ShareAlike www.ukoln.ac.uk
  • About Me Brian Kelly: • JISC-funded Web adviser to UK HE/FE sector • Based at UKOLN, a national centre of expertise in digital information management • Involved in Web since Jan 1993 • Over 350 presentations given since 1997 • 790+ blog posts since Nov 2006 • Current areas of interest include Web 2.0, Web standards & Web accessibility • User of various Web 2.0 services: blogs, micro- blogs, social sharing services, social networking services, … A centre of expertise in digital information management www.ukoln.ac.uk 2
  • UK Web Focus blog : main user engagement & dissemination A centre of expertise in digital information management www.ukoln.ac.uk 3
  • UK Web Focus blog : main user engagement & dissemination A centre of expertise in digital information management www.ukoln.ac.uk 3
  • UK Web Focus blog : main user engagement & dissemination A centre of expertise in digital information management www.ukoln.ac.uk 3
  • Revisiting SEO Web sites Google (Bing, …) Real Databases world Summary of key approaches: • Apply various techniques to Web resources to Directories make resources easier to find in Google, … • 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 A centre of expertise in digital information end userswww.ukoln.ac.uk Google to management 4
  • Beyond SEO Web sites Social Web (Blogs, Facebook, Slideshare, Real Databases Twitter, …) 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 www.ukoln.ac.uk 5
  • Opportunities & Challenges A centre of expertise in digital information management www.ukoln.ac.uk 6
  • It’s About The Individual! A centre of expertise in digital information management www.ukoln.ac.uk 7
  • 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 www.ukoln.ac.uk 7
  • Web 2.0 Web 2.0 What Is Web 2.0? Marketing term (derived from observing 'patterns') rather than technical standards - “an attitude not a technology” Characteristics Of Web 2.0 • Network as platform • Always beta • Clean URIs • Remix and mash-ups  Syndication (RSS) • Architecture of participation  Blogs & Wikis  Social networking  Social tagging (folksonomies) Web2MemeMap, Tim O’Reilly, • Trust and openness A centre of expertise in digital information management www.ukoln.ac.uk 2005 8
  • Web 2.0 Web 2.0 What Is Web 2.0? Marketing term (derived from observing 'patterns') rather than technical standards - “an attitude not a technology” Characteristics Of Web 2.0 • Network as platform • Always beta • Clean URIs • Remix and mash-ups  Syndication (RSS) • Architecture of participation  Blogs & Wikis  Social networking  Social tagging (folksonomies) Web2MemeMap, Tim O’Reilly, • Trust and openness A centre of expertise in digital information management www.ukoln.ac.uk 2005 8
  • Virtual Twitter For those who aren´t Twitter users Twitter Memo Community(# #scamore ) Comments (#) e.g. #what To (@) Suggested for this session About (@) Message (140 characters) A centre of expertise in digital information management www.ukoln.ac.uk
  • Virtual Twitter For those who aren´t Twitter users Twitter Memo Community(# #scamore ) Comments (#) To (@) About (@) Message (140 characters) In London for #scamore workshop on Social Web. Wonder if there are any other Museum people here? 43 A centre of expertise in digital information management www.ukoln.ac.uk
  • Virtual Twitter For those who aren´t Twitter users Twitter Memo Community(# #scamore ) Comments (#) A way of developing your professional network To (@) (especially useful at events) About (@) Message (140 characters) In London for #scamore workshop on Social Web. Wonder if there are any other Museum people here? 43 A centre of expertise in digital information management www.ukoln.ac.uk
  • Virtual Twitter For those who aren´t Twitter users Twitter Memo Community(# #scamore ) Comments (#) #what To (@) briankelly About (@) Message (140 characters) @briankelly I didn’t understand what you meant about hashtags in #scamore session. #what 51 A centre of expertise in digital information management www.ukoln.ac.uk
  • Virtual Twitter For those who aren´t Twitter users Twitter Memo Community(# #scamore ) Comments (#) #what Queries can be answered To (@) briankelly by your community – who may understand the context About (@) Message (140 characters) @briankelly I didn’t understand what you meant about hashtags in #scamore session. #what 51 A centre of expertise in digital information management www.ukoln.ac.uk
  • Virtual Twitter For those who aren´t Twitter users Twitter Memo Community(# #ili2010 ) Comments (#) To (@) About (@) @briankelly Message (140 characters) I wonder how many Twitter followers @briankelly has? #ili2010 79 A centre of expertise in digital information management www.ukoln.ac.uk
  • Wikis What Does Google Find? Pages in Wikipedia are Google-friendly • First 3rd party Web site for search for ‘British Library’ is from Wikipedia A centre of expertise in digital information management www.ukoln.ac.uk 13
  • 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 www.ukoln.ac.uk 13
  • Wikis Exploiting Wikipedia (1) Is your organisation listed in Wikipedia? If not you are missing out on a (free) dissemination opportunity. Note Wikipedia entries are widely read, so contributions can have significant impact A centre of expertise in digital information management www.ukoln.ac.uk 14
  • Exploiting Wikipedia (2) Your entry may have created by someone who doesn’t work for your organisation Here’s a simple example of a Wikipedia entry. A centre of expertise in digital information management www.ukoln.ac.uk 15
  • Exploiting Wikipedia (2) Your entry may have created by someone who doesn’t work for your organisation Here’s a simple example of a Wikipedia entry. Looking at the page history we can see when it was created and by whom. A centre of expertise in digital information management www.ukoln.ac.uk 15
  • Exploiting Wikipedia (2) Your entry may have created by someone who doesn’t work for your organisation Here’s a simple The original page may have example of a been embarrassing. Wikipedia entry. How long might a page like Looking at the page this have been promoting your history we can see organisation? when it was created and by whom. A centre of expertise in digital information management www.ukoln.ac.uk 15
  • Exploiting Wikipedia (2) Your entry may have created by someone who doesn’t work for your organisation Here’s a simple The original page may have example of a been embarrassing. Wikipedia entry. How long might a page like Looking at the page this have been promoting your history we can see organisation? when it was created and by whom. Conclusions: Doing nothing may not be an option! And would you allow inaccurate information to be published in a popular print publications? in digital information management www.ukoln.ac.uk A centre of expertise 15
  • Wikis Exploiting Wikipedia (3) How to proceed: • How to create pages: See Museums and Wikipedia paper, J Bowden from MW 2007. • No Wikipedia reputation: Get ID and be a good Wikipedia citizen first. • Entry flagged as ‘marketing’: You’ve copied your marking material, haven’t you! Work with your peers to avoid ‘the best’, ‘the leading’, … Note: This is A centre of expertise in digital information management www.ukoln.ac.uk now fixed 16
  • DBpedia DBpedia: • Linked Data version of Wikipediaofinfo boxes information management www.ukoln.ac.uk A centre expertise in digital 17
  • DBpedia Relationship Finder Find relationships between items in Wikipedia A centre of expertise in digital information management www.ukoln.ac.uk 18
  • DBpedia Relationship Finder Find relationships between items in Wikipedia A centre of expertise in digital information management www.ukoln.ac.uk 18
  • Wikipedia: Conclusions Conclusions: • Good for SEO • A way of joining Web of Linked Data Note that relationship isn’t described in entries for Oxford or Cambridge, but is provided externally A centre of expertise in digital information management www.ukoln.ac.uk 19
  • 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 feedback A centre of expertise in digital information management www.ukoln.ac.uk 20
  • 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 www.ukoln.ac.uk 21
  • The Paper In The Repository The paper in the repository can fail to engage with potential interested parties (especially if the paper is embargoed) A centre of expertise in digital information management www.ukoln.ac.uk 22
  • Facilitating The Discussion The blog post about the paper can engage a wider audience … A centre of expertise in digital information management www.ukoln.ac.uk 23
  • Facilitating The Discussion The blog post about the paper can engage a wider audience … and encourage discussion and debate .. A centre of expertise in digital information management www.ukoln.ac.uk 23
  • Facilitating The Discussion The blog post about the paper can engage a wider audience … and encourage discussion and debate .. and provide links to discussions taking place elsewhere A centre of expertise in digital information management www.ukoln.ac.uk 23
  • The Evidence Statistics for the University of Bath Opus Repository SEO ??? Blog post centre of expertise in digital information management www.ukoln.ac.uk A 24
  • The Evidence Second most downloaded resource in Opus had been linked to from UK Web Focus blog A centre of expertise in digital information management www.ukoln.ac.uk 25
  • The Evidence Second most downloaded resource in Opus had been linked to from UK Web Focus blog 735 views total A centre of expertise in digital information management www.ukoln.ac.uk 25
  • A Comparison Does a blog post generate a ten-fold increase in the number of downloads? A centre of expertise in digital information management www.ukoln.ac.uk 26
  • 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 http://www.ukoln.ac.uk/cultural-heritage/documents/ • … See UKOLN’s Cultural Heritage IntroBytes briefing documents A centre of expertise in digital information management www.ukoln.ac.uk 27
  • Blogs From A Distance Blog A centre of expertise in digital information management www.ukoln.ac.uk 28
  • 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 www.ukoln.ac.uk 28
  • 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 well-read Canadian e=learning guru A centre of expertise in digital information management www.ukoln.ac.uk 29
  • 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 www.ukoln.ac.uk 29
  • Twitter What Can Twitter Offer? A centre of expertise in digital information management www.ukoln.ac.uk 30
  • Twitter What Can Twitter Offer? A centre of expertise in digital information management www.ukoln.ac.uk 30
  • Twitter What Can Twitter Offer? A centre of expertise in digital information management www.ukoln.ac.uk 30
  • 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 www.ukoln.ac.uk 31
  • 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 www.ukoln.ac.uk 32
  • 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” A centre of expertise in digital information management www.ukoln.ac.uk 33
  • 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”) to allow for commentary (e.g. “great post”) A centre of expertise in digital information management www.ukoln.ac.uk 33
  • Evidence The Evidence Evidence of the importance of Twitter for driving traffic to blogs UK Web Focus Blog: Total of 250,00+ views. Average 250/day over 3.5 years But how do they arrive at the blog? A centre of expertise in digital information management www.ukoln.ac.uk 34
  • Evidence The Evidence Evidence of the importance of Twitter for driving traffic to blogs A centre of expertise in digital information management www.ukoln.ac.uk 34
  • “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 www.ukoln.ac.uk 35
  • Twitter Alerts Twitter alerts for keywords, etc available using: • Columns in Tweetdeck • Email alerts • … But this doesn’t provide a historical perspective Note ukwebfocus Twitter account is used for automated announcements of posts A centre of expertise in digital information management www.ukoln.ac.uk 36
  • Exploring The Evidence Twitter can be a significant driver of traffic A centre of expertise in digital information management www.ukoln.ac.uk 37
  • Exploring The Evidence Twitter can be a significant driver of traffic A centre of expertise in digital information management www.ukoln.ac.uk 37
  • Exploring The Evidence Twitter can be a significant driver of traffic A centre of expertise in digital information management www.ukoln.ac.uk 37
  • Exploring The Evidence Twitter can be a significant driver of traffic Where would blog be now without Twitter? Twitter seems to have decimated RSS traffic. A centre of expertise in digital information management www.ukoln.ac.uk 37
  • Further Evidence Screenshots from http:// twitoaster.com/briankelly Aim: get people to provide suggestions for TwapperKeeper. information management www.ukoln.ac.uk A centre of expertise in digital 38
  • Further Evidence Screenshots from http:// twitoaster.com/briankelly Aim: to get feedback on ideas in post get people to provide suggestions (… TwapperKeeper. for and toofget post read) A centre expertise in digital information management www.ukoln.ac.uk 38
  • Further Evidence Screenshots from http:// twitoaster.com/briankelly Aim: to get feedback on ideas in post get people to provide suggestions (… TwapperKeeper. for and toofget post read) A centre expertise in digital information management www.ukoln.ac.uk 38
  • Further Evidence Screenshots from http:// twitoaster.com/briankelly Aim: to get feedback on on ideas post – Aim: to get feedback ideassuggestions people to provide in in post butfor TwapperKeeper.feedback (… and to valuable read) received get post A centre of expertise in digital information management www.ukoln.ac.uk 38
  • Further Evidence Screenshots from http:// twitoaster.com/briankelly What to getthe feedback on ideas post – Aim: does get evidence tell us in in post Aim: to feedback on ideassuggestions people to provide about (a) (… TwapperKeeper.feedback management www.ukoln.ac.uk butfor and to valuable read) to achieve aims? received get post success ofexpertise in digital information A centre of aims &(b) how 38
  • Beyond The Individual Twitter is used to support IWMW event with IWMW and IWMWlive accounts (and sword_app) This news function was initially carried out using RSS of expertise in digital information management www.ukoln.ac.uk A centre 39
  • Beyond The Individual Twitter is used to support IWMW event with IWMW and IWMWlive accounts (and sword_app) This news function was initially carried out for remote audience. Official transcript of plenary talks is useful using RSS of expertise in digital information managementvideos of talks We also intend to use it for captioning www.ukoln.ac.uk A centre 39
  • Observing Patterns Twitter used by Mimas A centre of expertise in digital information management www.ukoln.ac.uk 40
  • Observing Patterns Twitter used by Mimas Twitter used by EDINA for several of their services A centre of expertise in digital information management www.ukoln.ac.uk 40
  • Next Steps: Implementation History: • Use by early adopters • Use to support events • Claiming ‘ukoln’ Twitter ID • Gathering evidence of benefits / ROI Now: • Planning use of ukoln and ariadne_ukoln Twitter accounts • Agreeing responsibilities and scope • Documenting and sharing best practices: the ‘voice’; the scope; do we follow; do we auto- follow; do we respond; … A centre of expertise in digital information management www.ukoln.ac.uk 41
  • Next Steps: Implementation History: • Use by early adopters • Use to support events • Claiming ‘ukoln’ Twitter ID • Gathering evidence of benefits / ROI Now: • Planning use of ukoln and ariadne_ukoln Twitter accounts • Agreeing responsibilities and scope • Documenting and sharing best practices: the ‘voice’; the scope; do we follow; do we auto- follow; do we respond; … A centre of expertise in digital information management www.ukoln.ac.uk 41
  • http://paper.li/ariadne_ukoln Further Benefits Further benefits include the paper.li daily newsletter – see http://paper.li/ariadne_ukoln A centre of expertise in digital information management www.ukoln.ac.uk 42
  • Collective Approaches What benefits can be gain by actively collectively: • Sharing best practices and experiences • Exploiting virality of social networks – services that get better as nos. of users grow What about the ethical aspects? ukwebfocus Twitter account follows JISC Twitter accounts. paper.li provides daily newsletter based on links posted – see <http://paper.li/ukwebfocus> management www.ukoln.ac.uk A centre of expertise in digital information 43
  • 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 live resource which can be easily accessed, discussed and bookmark resources (no provide links to relevant resources during a need to copy URLs) talk and A centre of expertise in digital information management www.ukoln.ac.uk subsequently. 44
  • Slideshare Slideshare To Promote Ideas I use Slideshare to maximise awareness of ideas in papers presented at events. Approaches: • Slides uploaded in advance (accessibility benefits) • Allow slides to be embedded in blogs, Web pages, … • Text, tags, links & metadata to A centre of expertise in digital information management www.ukoln.ac.uk & provide support searching 45
  • The Researcher Slides uploaded on behalf of Professor Carole Goble Carol Gole’s slides A centre of expertise in digital information management www.ukoln.ac.uk 46
  • YouTube Want to make your University appealing to potential students? They’re likely to look at YouTube What will they find? How do many people find resources? Answer is on YouTube? e.g. “how do I change I light bulb?” A centre of expertise in digital information management www.ukoln.ac.uk 47
  • 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 www.ukoln.ac.uk 48
  • 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 www.ukoln.ac.uk 48
  • YouTube Want to make your University appealing to potential students? They’re likely to look at YouTube What will they find? IWMW 2010 session From Apr - Oct 2009 Sheffield Uni ran competition encouraging students to upload videos to YouTube (£3000 prize). Aim was to get the students to express in own words what they thought of the University & how Sheffield had madecentre of expertise in digital information management www.ukoln.ac.uk A them. 48
  • 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 video website, you should be publishing videos established guidelines there (even if you are a B2B company like (e.g. title, description, HubSpot ” tags, …) A centre of expertise in digital information management www.ukoln.ac.uk 49
  • What About Facebook? (1) Should you have a Facebook presence for your organisation? What are the reasons for having a presence in Fb? What are the concerns? Do the advantages outweigh the disadvantages? Nos. in June 2009 – 24,200expertise in digital information management Sep 2010 A centre of in May 2010 & 29,004 in www.ukoln.ac.uk 50
  • What About My Organisation? 50 Social Sites That Every Business Needs a Presence on Social-Media/Social-Bookmarking Sites Share your favorite sites on the Web with potential clients and business partners by commenting on, uploading and ranking different newsworthy articles. You can also create a member profile that directs traffic back to your company's Web site. Reddit, Digg, del.icio.us, Stumbledupon, Technorati, Ning, Squidoo, Furl, Tubearoo, Wikihow, YouTube, Magnol.ia Professional-Networking Sites Sign up with these online networking communities as a company or as an individual to take advantage of recruiting opportunities, cross-promotional events and more. Linkedin, Ecademy, Focus, YorZ, Xing, Facebook, Care2, Plaxo, … General Social-Media Sites The following social-media sites provide excellent opportunities for businesses to advertise; promote specials, events or services; and feature published, knowledgeable employees. Wikipedia, Newsvine, 43 Things, WetPaint, Twitter, Yahoo Answers Don’t go for them all! A centre of expertise in digital information management www.ukoln.ac.uk 51
  • 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 A centre of expertise in digital information management www.ukoln.ac.uk 52
  • Questions and Discussion Any questions? A centre of expertise in digital information management www.ukoln.ac.uk 53
  • Discussion Possible areas for discussion: 1. Who’s already doing this: What experiences can you share? 2. Who’d like to do this: What barriers do you envisage? 3. Who feels that more evidence is needed: What evidence is required? 4. Who thinks this is a wrong approach: What concerns do you have? A centre of expertise in digital information management www.ukoln.ac.uk 54