Learning, influence and trust
through social media
Joanne Jacobs
COO, 1000heads | @joannejacobs
Image source: http://www.f...
Session Promise
•To identify how different social media
platforms and processes support different
learning styles
•To demo...
Social Media and Learning
Adoption still growing
– Facebook: 845 million active users
– Twitter: 127 million active users
...
Current issues with SoMe Learning
Tendency to measure
social learning through
hit rates and low-level
engagement
Tendency ...
Why Social Media Exists
Decline in trust of
corporate sources
Need for specialised
information
Understanding that
expertis...
Trust
Trust is
generated
through history
of voluntary
contributions of
useful, reliable
information
Image source: http://w...
Stories as Sources of Trust
Most valued
contributions of
information
come from
people you know
Stories of
experiences are
...
Influencers
People near you
People you respect
Both develop a history of
interactions based on
trust
Image source: http://...
Influencers as Sources for Learning
Influencers either:
– Tell stories; or
– Act as the
location for
story telling
Image s...
Social Media and Influencers
Influencers tend to have robust history of interactions
in social channels
Tend to share usef...
Facilitating Learning from
Influencers
Influencers are experts, but not necessarily
effective teachers
Influencers underst...
Controlling Influencers
MUST NOT control influencer content
MUST NOT treat influencers
like celebrity endorsers
Influencer...
Reviewing Influencers
While always important to
listen, also important to
ensure value of learning is
sustained
Influencer...
Facilitators as Editors/Filters
Great benefit of social
media is lack of filters
Learning via social
media requires human
...
Facilitators as Trust Generators
Editing and filtration function of learning
facilitators crucial to trust generation
Fail...
Impact of Mobile
Shorter
conversations and
level playing field
for engagement
Increasing adoption
of mobile means
greater ...
Mobile isn’t optional
There will be 788 million
mobile-only Internet users
by 2015.
Global mobile data traffic
will increa...
Social Media Characteristics
Facebook: social channel, closed network
Twitter: short lived channel, good for abbreviated k...
Finding Influencers
Influence measurement tools
Research on activity and expertise
Ask group members who they respect and ...
Influence measurement tools
• Klout measures:
– Frequency and 'value' of interactions across a
range of network
• Peer Ind...
Measurement of Learning
NOT hit rates
NOT number of
engagements
Change in
organisational practice
Speed of response to
iss...
Delivery on Session Promises
Identified how social media platforms and processes
support different learning styles (fast l...
Joanne Jacobs
Chief Operating Officer, 1000heads
p: +61 2 9809 8966
m: +61 2 419 131 077
e: joanne.jacobs@1000heads.com
t:...
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Learning, influence and trust through social media

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How trust is affected by online behaviours.

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Learning, influence and trust through social media

  1. 1. Learning, influence and trust through social media Joanne Jacobs COO, 1000heads | @joannejacobs Image source: http://www.flickr.com/photos/sbh/4770692674/
  2. 2. Session Promise •To identify how different social media platforms and processes support different learning styles •To demonstrate the role of stories and trust in facilitating learning through social media •To show how influencers can be used as both a channel and a location for learning •To describe the role of new intermediaries for organisational learning Image source: http://www.flickr.com/photos/zitona/4053097146/
  3. 3. Social Media and Learning Adoption still growing – Facebook: 845 million active users – Twitter: 127 million active users – LinkedIn: 150 million users – Google +: 90 million users – Pinterest: 21 million users Usage variations for learning – Collaboration – Problem solving – Sharing knowledge/news – Info organisation – Social Image source: http://ansonalex.com/infographics/social-media-usage-statistics-2012-infographic/#infographic originally posted by OnlineMBA.com
  4. 4. Current issues with SoMe Learning Tendency to measure social learning through hit rates and low-level engagement Tendency to assume that learning through social media is uniform, despite differing comms characteristics Image source: http://www.flickr.com/photos/kimrose/2608115986/
  5. 5. Why Social Media Exists Decline in trust of corporate sources Need for specialised information Understanding that expertise is located around passionate individuals, not necessarily around paid endorsers Image source: http://www.flickr.com/photos/christopherdombres/4462311122/
  6. 6. Trust Trust is generated through history of voluntary contributions of useful, reliable information Image source: http://www.flickr.com/photos/vagawi/3155400274/
  7. 7. Stories as Sources of Trust Most valued contributions of information come from people you know Stories of experiences are the most likely vector of such information Image source: http://www.flickr.com/photos/pagedooley/4080412658/
  8. 8. Influencers People near you People you respect Both develop a history of interactions based on trust Image source: http://www.flickr.com/photos/esparta/1584333702/
  9. 9. Influencers as Sources for Learning Influencers either: – Tell stories; or – Act as the location for story telling Image source: http://www.flickr.com/photos/crsan/3697785107/
  10. 10. Social Media and Influencers Influencers tend to have robust history of interactions in social channels Tend to share useful content created by others, not just themselves Tend to respond quickly and in an appropriate manner for the social channel Image source: http://www.flickr.com/photos/salva_moreira/5461302963/
  11. 11. Facilitating Learning from Influencers Influencers are experts, but not necessarily effective teachers Influencers understand subject matter, but not necessarily organisational priorities and processes New intermediary role in facilitating connection between expertise and organisational practice Image source: http://www.flickr.com/photos/laprimadonna/4881676285/ , http://www.flickr.com/photos/teardownthewalls/2452385422/
  12. 12. Controlling Influencers MUST NOT control influencer content MUST NOT treat influencers like celebrity endorsers Influencers are experts; facilitators need to accept all advice and deliver to appropriate sources Image source: http://www.flickr.com/photos/jdhancock/3574716051/
  13. 13. Reviewing Influencers While always important to listen, also important to ensure value of learning is sustained Influencers tend not to be static; need to introduce new influencers over time, and retire old sources when their effectiveness reduces Image source: http://www.flickr.com/photos/ssh/12638218/
  14. 14. Facilitators as Editors/Filters Great benefit of social media is lack of filters Learning via social media requires human filters to ensure right information being delivered to the right people at the right time Image source: http://www.flickr.com/photos/jdhancock/5177358991/
  15. 15. Facilitators as Trust Generators Editing and filtration function of learning facilitators crucial to trust generation Failure of filtration function will immediately impair trust Image source: http://www.flickr.com/photos/23912576@N05/2962194797/
  16. 16. Impact of Mobile Shorter conversations and level playing field for engagement Increasing adoption of mobile means greater participation in social networks as social Image source: http://www.flickr.com/photos/jdhancock/3408649524/
  17. 17. Mobile isn’t optional There will be 788 million mobile-only Internet users by 2015. Global mobile data traffic will increase by a factor of 26 by 2015. Source: CISCO Data Traffic Forecast Image source: http://www.flickr.com/photos/yourdon/3599753183/
  18. 18. Social Media Characteristics Facebook: social channel, closed network Twitter: short lived channel, good for abbreviated knowledge sharing LinkedIn: professional knowledge exchange, good for Q&A, group organisation Google+: good for hangouts and collective problem solving Pinterest: good for visual stories, ‘ideation’ Path: good for mobile/dispersed users sharing content Niche networks: better for diverse information exchanges and multiple learning styles Image source: http://www.flickr.com/photos/jdhancock/6023780563/
  19. 19. Finding Influencers Influence measurement tools Research on activity and expertise Ask group members who they respect and consider an expert Image source: http://www.flickr.com/photos/ashtynrenee/5353488424/
  20. 20. Influence measurement tools • Klout measures: – Frequency and 'value' of interactions across a range of network • Peer Index measures: – Engagements over time in subject areas and based on feedback/conversations • PeopleBrowsr measures: – Activity as well as more traditional achievement oriented measures (qualifications, community appeal) and sets this in terms of audience reach Activity not a useful measure of actual influence.
  21. 21. Measurement of Learning NOT hit rates NOT number of engagements Change in organisational practice Speed of response to issues Image source: http://www.flickr.com/photos/aussiegall/5198365474/
  22. 22. Delivery on Session Promises Identified how social media platforms and processes support different learning styles (fast learning, slow learning, collaborative, communicative, etc) Demonstrated the role of stories and trust in facilitating learning through social media Shown how influencers can be used as both a channel and a location for learning Described the role of new intermediaries for organisational learning Image source: http://www.flickr.com/photos/73230975@N03/6893326896/
  23. 23. Joanne Jacobs Chief Operating Officer, 1000heads p: +61 2 9809 8966 m: +61 2 419 131 077 e: joanne.jacobs@1000heads.com t: @joannejacobs Que s t i ons Unless otherwise specified, all images used in this presentation are Creative Commons under an attribution licence. All sources are identified.

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