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Social media and online communities


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Social media and online communities, a lecture for Knowledge Management course on 12.11.2019 at Tampere University, University Consortium of Pori.

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Social media and online communities

  1. 1. Social media & online communities Knowledge Management
  2. 2. Personal background on topic 11.11.2019 2 ✓ Co-founder of Community Managers in Finland and their yearly event (2013-) ✓ Doctoral Dissertation on Social Media in Business-to- Business Companies’ Innovation in 2015 ✓ In Twitter @jjussila, @hamkdf, @HamkSmart, @Moodmetric, @tviittikirja – ✓ Feel free to network & connect in LinkedIn
  3. 3. Overview of contents •Social media •Social media & knowledge management •Communities 11.11.2019 3
  4. 4. Social media core concepts 11.11.2019 4
  5. 5. Social media & metaphors of learning 11.11.2019 5 Source: cf. Suominen & Jussila 2018
  6. 6. Web 2.0 – Knowledge Acquisition 11.11.2019 6 DoubleClick Google AdSense Ofoto Flickr Akamai BitTorrent Napster Britannica Online Wikipedia personal websites blogging evite and EVDB domain name speculation search engine optimization page views cost per click screen scraping web services content management systems wikis directories (taxonomy) tagging (folksonomy) stickiness syndication Web 1.0 Web 2.0→ Source: O’Reilly 2007
  7. 7. User-Generated Content – Knowledge creation 11.11.2019 7
  8. 8. Communities - Participation 11.11.2019 8 Community of Learners Intentionality and Goal Community of Practice (COPs) Intelligent Community of Interest Community of Interest Group Gathering Source: France (2006)
  9. 9. Social media & knowledge management 11.11.2019 9
  10. 10. School learning & knowledge work 11.11.2019 10 Traditional school learning is characterized by • Simple, closed systems • Individual tasks and learning process • Rote learning book knowledge Knowledge work is characterized by • Complex, open systems • Teamwork, networks & communities • Creation of new knowledge Source: cf. Suominen & Jussila 2018
  11. 11. Closed & Open learning environments 11.11.2019 11 Closed Open Motive External Internal Goal setting Teacher, organization Self Time Fixed schedules No time limitations Place Fixed to place Freedom from place Learning material Same to everyone Individually tailored Tools & methods One for absorbing and communicating Several complementary Context School Real life ”e.g. Wikipedia””e.g. Moodle” Source: modified from Manninen & Pesonen 1997
  12. 12. Framework for management 11.11.2019 12 Source: Sami Honkonen (@SamiHonkonen). Host of @bosslevelpod
  13. 13. From simple to chaotic 11.11.2019 13 Chaos Instability, randomness Management of Innovation: SWEET SPOT The edge of chaos Rigidity Many restrictions, no novelties Adaptive Expertise Routine Expertise Source: Clippinger 1999
  14. 14. What motivates people to share knowledge? 11.11.2019 14 Extrinsic Motivation External Regulation Introjected Regulation Identified Regulation Integrated Regulation Intrinsic Motivation Intrinsic Regulation Amotivation Non- Regulation For motivation theory, see Ryan & Deci (2000, p. 72) Figure 1. The Self-Determination Continuum Showing Types of Motivation With Their Regulatory Styles, Loci of Causality, and Corresponding Processes. Self-determined Nonself-determined “I have no motivation to share knowledge” (incompetence) “I share knowledge, because someone told me so” (external/internal rewards & punishments) “I share knowledge, because, it is considered important” “I share knowledge, because, there is a need and I find it valuable ” (leads to positive outcomes) “I enjoy sharing knowledge”
  15. 15. “I enjoy sharing knowledge” (intrinsic regulation) 11.11.2019 15
  16. 16. “I share knowledge, because, there is a need and I find it valuable” (integrated regulation) 11.11.2019 16
  17. 17. 11.11.2019 17 ”What every you do, it is done only after you have communicated about it” “I share knowledge, because, there is a need and I find it valuable” (integrated regulation)
  18. 18. “I share knowledge, because, there is a need and I find it valuable” (integrated regulation) 11.11.2019 18 ”Sharing knowledge enables you to understand the impact of your work” ”…and is an indication of your expertise”
  19. 19. Personal Knowledge Mastery 11.11.2019 19 Source: Chua 2014
  20. 20. "Ask, and it shall be given you; seek, and ye shall find” 11.11.2019 20 Source: Matthew 7:7, King James Bible Soon should start doing #BusinessIntelligence study, what existing research, studies, and thesis work exist on Finnish companies business intelligence? @J_Myllarniemi @Helander_nina @harri_laihonen @Jalonen
  21. 21. Linking personal and social knowledge management 11.11.2019 21 Source: Jarche 2017
  22. 22. Knowledge Management strategies 11.11.2019 22 REUSE ECONOMICS: Invest once in a knowledge asset; reuse it many times Focus on generating large overall revenues. EXPERT ECONOMICS: Charge high fees for highly customized solutions to unique problems Focus on maintaining high profit margins. PEOPLE-TO-DOCUMENTS Develop an electronic documentation system that codifies, stores, disseminates, and allows reuse of knowledge. PERSON-TO-PERSON Develop networks for linking people so that tacit knowledge can be shared. CODIFICATION Provide high-quality, reliable and fast information-systems implementation by reusing codified knowledge. PERSONALIZATION Provide creative, analytically rigorous advice on high-level strategic problems by channeling individual expertise. Invest heavily in IT; the goal is to connect people with codified knowledge. Invest moderately in IT; the goal is to facilitate conversations and the exchange of tacit knowledge Train people in groups and through computer-based distance learning. Reward people for using and contributing to document databases Train people through one-on-one mentoring. Reward people for directly sharing knowledge with others. Economic Model Knowledge Management Strategy Information Technology Human Resources Source: Hansen, Nohria, & Tierney 1999
  23. 23. Thought Leadership 11.11.2019 23
  24. 24. Social media tools for managing knowledge 11.11.2019 24 Source: McKinsey 2013
  25. 25. Social media & knowledge conversion 11.11.2019 25 Socialization Externalization CombinationInternalization Tacit knowledge Tacit knowledge Explicit knowledge Chat Blogs Wikis Social bookmarking Instant messaging Microblogs Content sharing Metadata Tagging Folksonomies Extensions Social networking services Open and closed communities Recommendations Reviews Virtual worlds Commenting Configurators Explicit knowledge Skype Google Hangouts Game engines Annotations Tagging Mashups Trello MS Teams WhatsApp Telegram Slack Twitter SlideShare LinkedIn Simulators
  26. 26. Game engines 11.11.2019 26 Source: gamEngine Lab 2019
  27. 27. 11.11.2019 27
  28. 28. Work instructions Wiki in Machine Shop 11.11.2019 28 Source: Otranen 2012, Lakkala et al. 2015
  29. 29. • Situation now: assembly and production instructions created and accepted by • Production employee • Work designer • Superior • Instructions are modified and iterated continuously, and are practically always timely ”Problem? The quality manual was far from practical implementation, and it was practically not used in manufacturing” 1) 2) Quality Manual Wiki in Machine Shop Source: Otranen 2012, Lakkala et al. 2015
  30. 30. Configurators 11.11.2019 30 Source: Jussila 2015
  31. 31. Communities 11.11.2019 31
  32. 32. Engineering Community 11.11.2019 32 Source: Connect with over 6,530,000 members. Share your ideas and CAD models.
  33. 33. Engineering challenges in the community 11.11.2019 33 Source:, Jussila 2015
  34. 34. Design Community 11.11.2019 34 Source:
  35. 35. Example of Designs 11.11.2019 35 Source: Pia Erkinheimo, @ForgeFriends, 99designs
  36. 36. Crowdfunding 11.11.2019 36
  37. 37. Key takeaways • Work is only done after it is communicated • Social media brings network effects to communication • Social media offers many tools for knowledge conversion (from tacit knowledge to explicit knowledge to tacit knowledge) • Communities and crowds provide new resources to organizations • Working in complex and open environments requires experimentation 11.11.2019 37