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Analysing the Effectiveness of Social Media

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Analysing the Effectiveness of Social Media

  1. 1. Analysing the effectiveness of social media Achieving Internal Communication Best Practice in the Public Sector Conference Sydney, September 2007 Cheryle Walker
  2. 2. The audience is no longer merely listening….. <ul><li>“ Don’t talk to us as if you’ve forgotten how to speak. Don’t make us feel small. Remind us to be larger. </li></ul><ul><li>Get a little of that human touch...“ </li></ul><ul><li>Cluetrain Manifesto </li></ul>
  3. 3. Social Media <ul><li>… the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. (Wikipedia, 2007) </li></ul>
  4. 4. A timeline of social media…. 1971 Email 1979 Usenet 1984 Listservs 1988 IRC 1991 Personal Websites Discussion Groups, Chat 1995 First Social Network 1998 – 2004 Blogs, Podcasts, Wikis 2005 and beyond…. Web 2.0 – user generated content takes over…. Source:
  5. 5. Basics of blog & wiki <ul><li>Blog </li></ul><ul><li>Web-log </li></ul><ul><li>Reverse chronological entries </li></ul><ul><li>Links </li></ul><ul><li>Comments by readers </li></ul><ul><li>Wiki </li></ul><ul><li>Collaborative website </li></ul><ul><li>Open for editing </li></ul><ul><li>Multi-media content </li></ul><ul><li>No clear ownership </li></ul><ul><li>Mash-up </li></ul><ul><li>Customised combination of content </li></ul><ul><li>Aggregator </li></ul><ul><li>Syndicated web content and tools </li></ul>
  6. 6. Social networking on the web… <ul><li>Social network describes a subset of Web 2.0 technologies that are highly interactive, conversational and participatory. </li></ul><ul><li>The features of social web applications include: </li></ul><ul><ul><li>Expressing and developing identity </li></ul></ul><ul><ul><li>Relationships </li></ul></ul><ul><ul><li>Trust </li></ul></ul><ul><ul><li>User-driven and generated sites and content </li></ul></ul>
  7. 8. Source:
  8. 9. Publishing with RSS “Mix, Match & Mutate” <ul><li>Really Simple Syndication </li></ul><ul><li>Push vs. Pull </li></ul><ul><li>Control and Management of Information </li></ul><ul><li>Continuous Environmental Scanning </li></ul><ul><li>Customised Content </li></ul><ul><li>Programmable Web (Mash-ups) </li></ul>
  9. 10. So, what does all this mean for communication, engagement, collaboration, knowledge management, learning, reputation management….. Source:
  10. 11. Constructing Curriculum A Case Study <ul><li>“ MyVoice” Ideas Forum </li></ul><ul><li>Focus Groups F2F </li></ul><ul><li>Wiki Space </li></ul><ul><li>F2F ID Workshop </li></ul>
  11. 12. Constructing Curriculum A Case Study <ul><li>Creating the Agenda </li></ul><ul><li>Issues of Trust </li></ul><ul><li>Web / Digital Literacy </li></ul><ul><li>A Culture of SMEs </li></ul><ul><li>Confidence Hierarchy </li></ul><ul><li>Gardening Tasks </li></ul><ul><li>Disposable Knowledge </li></ul>
  12. 13. Web 2.0 – weapons of mass collaboration?? <ul><li>Discussion Tracking </li></ul><ul><li>Accessibility </li></ul><ul><li>Content Creation and Co-creation </li></ul><ul><li>Virtual Teaming </li></ul><ul><li>Creative Expression </li></ul><ul><li>Empowering, engaging, reality based… </li></ul><ul><li>Productive Learning </li></ul>“ Mass collaboration can empower a growing cohort of connected individuals and organisations to create extraordinary wealth and reach unprecedented heights in learning and scientific discovery.”
  13. 14. Questions of validity, reliability, verifiability, bias, ownership… <ul><li>Speed to publish </li></ul><ul><li>Authorship & Source </li></ul><ul><li>Consensus vs Credentials </li></ul><ul><li>Vandalism </li></ul><ul><li>Management & Gardening </li></ul><ul><li>Online Collectivism or Coordinated Intelligence? </li></ul>“ Despite questions about its accuracy and criticism on other college campuses, some Harvard professors and teaching fellows have incorporated Wikipedia, the online collaborative encyclopedia, into their syllabi.”
  14. 15. Difficulties & Limitations Organisational Inhibitors Individual Inhibitors Pedagogical Inhibitors
  15. 16. So…. Why should we sit up and take notice…. Why should we care? Source:
  16. 18. What next….. viral?? Source:
  17. 20. Source:
  18. 22. References <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>