Collaboration and Social Networking (KCB202 Week 2 Podcast)


Published on

Week 2 Lecture for KCB202 New Media Technologies in the Creative Industries Faculty at Queensland University of Technology, semester 2/2008.

Published in: Technology, Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Collaboration and Social Networking (KCB202 Week 2 Podcast)

  1. 1. Collaboration and Social Networking Dr Axel Bruns [email_address] KCB202
  2. 2. Why Do You Need to Know This? <ul><li>The age of networks: </li></ul><ul><ul><li>network logic is everywhere </li></ul></ul><ul><ul><ul><li>most employers attempt to set up internal social networks, </li></ul></ul></ul><ul><ul><ul><li>and engage with social networks of users and customers </li></ul></ul></ul><ul><ul><li>social networks as source of information </li></ul></ul><ul><ul><ul><li>key source of news and ideas </li></ul></ul></ul><ul><ul><ul><li>network acquaintances help make social and professional connections </li></ul></ul></ul><ul><ul><li>social networks as tools for media professionals </li></ul></ul><ul><ul><ul><li>advertising, marketing, PR increasingly reliant on viral media </li></ul></ul></ul><ul><ul><ul><li>social network commentary on products can make or break companies </li></ul></ul></ul>
  3. 3. Why Networks? <ul><li>Networks are everywhere: </li></ul><ul><ul><li>“ every form of organisation is a network” (Podolny & Page) </li></ul></ul><ul><ul><li>but some are more effective than others </li></ul></ul><ul><li>Networking is complex: </li></ul><ul><ul><li>need for trust, reciprocity, goodwill, mutual obligation </li></ul></ul><ul><ul><li>not simply driven by power of markets and hierarchies </li></ul></ul><ul><li>Network benefits: </li></ul><ul><ul><li>collective learning </li></ul></ul><ul><ul><li>personal status grows through networking </li></ul></ul><ul><ul><li>more adaptive to unanticipated changes </li></ul></ul><ul><ul><li>less vulnerable to disruptions </li></ul></ul><ul><ul><li>(Flew pp. 80-81) </li></ul></ul>
  4. 4. Hierarchies vs. Networks <ul><li>hierarchical, vertical structure </li></ul><ul><li>often inflexible, static, fixed </li></ul><ul><li>controlled from the top </li></ul><ul><li>vulnerable to disruptions of communication between levels </li></ul><ul><li>e.g. traditional companies, political parties </li></ul><ul><li>flattened, clustered structure </li></ul><ul><li>often flexible, fluid, changeable </li></ul><ul><li>controlled (?) by central nodes </li></ul><ul><li>often able to bypass disruptive nodes using alternative communication routes </li></ul><ul><li>e.g. network enterprises, political movements </li></ul>MySpace friends network, from Visual Complexity
  5. 5. Social Network Analysis <ul><li>Study of participants and links within social networks, examining: </li></ul><ul><ul><li>actors </li></ul></ul><ul><ul><li>relational ties </li></ul></ul><ul><ul><li>dyads (pair of two actors) </li></ul></ul><ul><ul><li>triads (three actors) </li></ul></ul><ul><ul><li>subgroup (cluster) </li></ul></ul><ul><ul><li>group (all actors) </li></ul></ul><ul><ul><li>relation (evidence of interaction) </li></ul></ul><ul><li>Enables discovery of network hotspots, leading actors, flows of information </li></ul><ul><li>Shows connections between networking tendencies and technology use </li></ul><ul><li>Provides better understanding of social, political, intellectual processes </li></ul> social network, from Visual Complexity
  6. 6. The Network Society <ul><li>Manuel Castells: </li></ul><ul><ul><li>information as raw material of economic activity </li></ul></ul><ul><ul><li>information and communication technologies (ICTs) pervade all forms of social activity </li></ul></ul><ul><ul><li>logic of networking applies to all social processes and organisational forms </li></ul></ul><ul><ul><li>need for flexible processes, organisations, and institutions in order to respond to uncertainty and change </li></ul></ul><ul><ul><li>technology convergence means that companies must transform themselves into network enterprises (e.g. Cisco, Apple, Nokia, Google, …) </li></ul></ul><ul><ul><li>the new economy is informational , global , and networked </li></ul></ul><ul><ul><li>(in Flew pp. 88-9) </li></ul></ul>
  7. 7. Social Software, Social Media <ul><li>New forms of networked collaborative content creation: </li></ul><ul><ul><li>produsage in non-profit, voluntary projects (e.g. Wikipedia ) </li></ul></ul><ul><ul><li>but also increasingly harnessed in for-profit contexts (e.g. software industry) </li></ul></ul><ul><ul><li>social media themselves major business: MySpace, Facebook, Flickr, YouTube, … </li></ul></ul><ul><li>Impact of social media: </li></ul><ul><ul><li>important in information and knowledge industries (blogs, wikis, social bookmarking, collaborative design) </li></ul></ul><ul><ul><li>impact on information flows, news and journalism, marketing, academic research, democratic processes, … </li></ul></ul><ul><ul><ul><li>see interview with Mark Bahnisch from Larvatus Prodeo (in Flew pp. 98-101) </li></ul></ul></ul>
  8. 8. Where to from Here? <ul><li>Networking and collaboration skills are crucial: </li></ul><ul><ul><li>be able to work (collaboratively) in new media environments </li></ul></ul><ul><ul><ul><li>creating and updating information </li></ul></ul></ul><ul><ul><ul><li>planning, building, and maintaining social networking spaces </li></ul></ul></ul><ul><ul><ul><li>attracting and retaining social networking communities </li></ul></ul></ul><ul><ul><li>work out what structures are appropriate for your specific purpose </li></ul></ul><ul><ul><ul><li>information structures – clear, accessible, appropriate information </li></ul></ul></ul><ul><ul><ul><li>social structures – addressing and involving users, but maintaining control where necessary </li></ul></ul></ul><ul><ul><li>establish your own online profile in relevant social networking spaces </li></ul></ul><ul><ul><ul><li>communities of interest, communities of practice, professional communities </li></ul></ul></ul>