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Web 2.0 & Online Communities, Summer School 2011




          Day 1: It’s really happening!
Andrew Long (me)




                   2
Why this course?
The Internet has undergone a seismic shift in the way 
people communicate and share information online. 
Social web‐based tools coupled with greater access to 
higher‐speed Internet have enabled user communities 
to form worldwide around common interests or goals. 
It is within these communities that users can easily 
share, communicate, and participate to foster a 
thriving online information sharing space.
Consequently, an increasingly necessary skill in the 21st 
century for both individuals and organisations is the 
ability to create and manage community‐facing 
websites.
                                                             3
In general we will
... an understanding of the social and 
technological developments underlying the 
use of the Internet for the sharing of user‐
generated content, the formation of social 
networks and other types of community, and 
communication within these communities. 
Students will devise, plan and develop (in 
groups) a website for an online community to 
cement these concepts.
                                                4
But more specifically
Gain a solid grounding in social media 
concepts and services
Practical experience implementing social 
media to foster and grow online communities
Appreciation of wider societal issues resulting 
from changes on internet
Practical experience writing and setting up 
blogs and generating other online content
Opportunity to work collaboratively on an 
web technology centred project
                                                   5
Expectations
Attend and actively participate in all classes
Contribute to online discussions on related 
social spaces (e.g., wiki) and add content
Work collaboratively and constructively with 
your fellow students
Create Twitter, Facebook and blogging 
accounts and keep active (using your own is 
fine)
Provide feedback by talking, tweeting, 
completing online surveys, etc.
                                                 6
Course will be delivered thus
3 x classes per week on Tuesday, Wednesday, 
& Thursday from 10:00‐12:00
No textbooks or paper
In this room (COG05/Macgregor lab)




                                               7
Assessing your performance
Assessment                    Weighting       Total
Blog assignments              3 x 5%          15%
Group project:                                40%
        • Report              15%
        • Prototype           15%
        • Presentation        10%
Final Examination                             45%
Total                                         100%

   Group project with 3 other students
   Presentations to expert panel (df. Dragon’s Den)
   Final examination to be digital?
                                                      8
This week (Week 1)
Tuesday:
– The course
– Introductory material
Wednesday:
– Set up social media accounts
– Add content to own wiki pages
– Explore blogs
Thursday:
– Social media services (closer look)
– Social capital, online community & social networking
Fill out survey (frontpage of wiki)
                                                         9
Internet Research Group of Otago (IRGO)




    http://irgo.otago.ac.nz
                                          10
End of part 1

                11
Is it a revolution?




[Made by Socialnomics]
[Source: Wikimedia Commons]
The original web (read only)




[Adapted: http://www.sizlopedia.com]
The new web era (read/write)




[Adapted: http://www.sizlopedia.com]
What is social media? (Wikipedia)
“Social media describes the online 
technologies and practices that people use to 
share opinions, insights, experiences, and 
perspectives with each other.”

“Social media can take many different forms, 
including text, images, audio, and video. 
Popular social mediums [sic] include blogs, 
message boards, podcasts, wikis, and vlogs.”
18




Broad categories (Wikipedia)
Typical Characteristics
Participation: 
– Readers/viewers/consumers/producers ...
– User generated content (UGC)
Accessibility: 
– Anyone can participate regardless of ability
Conversational: 
– Two‐way, interactive as opposed to broadcast 
  media
Typical Characteristics (cont’)
Community:  
– Over time communities form around common 
  interests/purpose
Connectedness:  
– Links to other websites, people and communities
Transparency:
– Actions are public and persistent
Attention:
– Maximising eyeballs and committment
Why do people do things online?
Fun/easy/free          Peer pressure
Reputation             Efficiency
Reciprocity            Sharing
Group identity         Ambient intimacy
The long tail phenomenon
Living in the cloud
What about old media?
     “It is difficult, indeed dangerous, to underestimate the huge
     changes this revolution will bring or the power of developing
     technologies to build and destroy ‐ not just companies but
     whole countries.”

     “This knowledge revolution empowers the reader, the student,
     the cancer patient, the victim of injustice, anyone with a vital
     need for the right information.”

     “... is the success of a company we bought last year called
     MySpace.com.”


[Source: Rupert Murdoch of News Corp, 2006]
Support Presidential campaigns




                                 25
26
Top 10 websites by traffic (Alexa.com)
[Source: Sakey, 2010]
Considerations
Social media is not:           Other issues:
 – ... a panacea                –   Authentication 
 – ... free                     –   Privacy & security
 – ... one‐way traffic          –   Permanence
                                –   Copyright
 – ... ROI immediate
                                –   Migration
 – ... casual
                                –   Equitable access
                                –   Exhaustion!
How much about you is revealed?
The end

          30

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