Librarians and Social Capital


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A crowd-sourced talk built on social capital. (Sorry, slideshare wiped out my beautiful fonts! It looks better here:

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  • Being a social media introvert is not a good idea. In a crisis we have to sell our message.
  • During the Save Ohio Libraries movement in 2009, some libraries in Ohio jumped into Twitter. Undoubtedly, they saw it as another avenue for getting the word out about the imminent and catastrophic budget cuts being proposed by Ohio’s governor. However, two major factors prevented them from really using Twitter as an effective rallying tool.The first was simply a lack of followers. Numbers are not the only criterion for social media success (and certainly not the most important one), but some followers are needed to spread a message. When an organization jumps into a social media tool during a crisis before having developed followers over time, there is a distinct lack of audience to hear any pleas for help.The second was a lack of social capital. Laura Solomon, on Save Ohio Libraries 2009, missing lack of followers & lack of social capital
  • Playwright John GuareBrett C. Tjaden computer game on the U. VA using IMDB to document connections between actors. Time Magazine called his site, The Oracle of Bacon one of the "Ten Best Web Sites of 1996."
  • Friends know all the same people. Your good friends don't offer additional social information beyond what you already know. Bridges are usually weak ties. Weak ties facilitate information flow from disparate clusters of people.Weak ties help spread new information by bridging the gap between clusters of strong tie contacts.  The strength of weak ties informs much of the popular understanding of information spread in social networks.
  • Weak ties are bridges
  • Don has NO social capital
  • “The ambivert advantage stems from the tendency to be assertive and enthusiastic enough to persuade and close, but at the same time, listening carefully to customers and avoiding the appearance of being overly confident or excited,”A new study published in  Psychological Science suggests that not only are these stereotypes wrong, but there’s an entirely different personality type that stands well above the others in sales prowess.Study:Grant predicted that extroverts, contrary to popular lore, would not bury other personality types when it came to closing sales — but rather, ambiverts, people who are more or less equal parts extroverted and introverted would perform best.Forbes
  • Not an orientation. Beginning a relationship. About community needs. Not a bait and switch and talk about databases and books. Freshman assigned concierge,. Meet during first week face-to-face, look at schedule, texts, what do we have as ebook, where are your classes, what is a bursar. Teaching how to hack the info and other systems of the university. Professors grateful, come in.
  • Always give credit. Laura Solomon: This applies to all content, not just retweets. Do you want to promote a new program that was a patron’s idea? Name the patron and link directly to that person if you can. People want to be involved when they know their name is going to be promoted. This is another reason why photos of patrons at programs are a popular way to get people to visit a website. The library is an organization that cannot exist without its community, so be sure to acknowledge that community whenever and as often as possible.
  • Building stuff, building community, building relationship
  • Students react to Libba Bray’s reading.
  • What we are curating!
  • Tools for curation.
  • Participation2006, Jenkins and co-authors white paper entitled Confronting the Challenges of Participatory Culture: Media Education for the 21st Century.
  • This infographic lists the most tweeted educational hashtags. Share with your faculty!
  • Survey results examining Cataloging Librarians use of Twitter as a Personal Learning Network and their rate of Social Capital, the degree to which they feel they belong to a community.
  • Krulwick worked with Charles Kuralt and Kuralt worked with Edward R. Murrow. Kulwich talked about a new generation of professionals. After they wrote, they tweeted and facebooked and blogged their blogs, and because they were good, and worked hard, within a year or two, magazines asked them to affiliate (on financial terms that were insulting), but they did that, and their blogs got an audience, and then they got magazine assignments, then agents, then book deals, and now, three, four years after they began, these folks, five or six of them, are beginning to break through. They are becoming not just science writers with jobs, they are becoming THE science writers, the ones people read, and look to… they’re going places. And they’re doing it on their own terms! In their own voice, they’re free to be themselves AND they’re paid for it! . . .I notice that they get courage from each other. They’ve got a kind of community. At first it was virtual; they wrote each other. Then they met each other. Now they support each other. Watch out for each other. One day, I imagine, they will get and give each other jobs. And they share a sensibility, a generational sense, that this is how “we” do it.
  • Get in the habit of starting
  • Librarians and Social Capital

    1. 1. build community
    2. 2.
    3. 3. Librarians build tools to enhance their true collection – the communities they serve. The community is your collection. Closing Keynote for ILEADU March Session. Springfield, IL
    4. 4. The community is the collection. If you want to be a brilliant librarian. If you want to make a difference in people’s lives . . . You must be active. You must see your community as your collection and you must be into collection development every day. Not sitting behind a desk . . .not waiting for someone to come to you and ask for help, but being out there and saying, “I’m here. You’re important. . . You are not in the library business. You are not in the book business. You are not in the building business. You are not in the website business. You are in the community business. Dave Lankes, Closing Keynote for ILEADU March Session. Springfield, IL
    5. 5. We’re all in sales. Selling isn’t just selling. Upserving means doing more for the other person than he expects or you initially intended, taking the extra steps that transform a mundane interaction into a memorable experience.
    6. 6. Sipyeykina, Dar'ya “Speechless.” 25 Jan. 2009. Flickr. It won’t help to be a social media introver
    7. 7. What is social capital? Resources and support accumulated by an individual, institution or group through relationships and the possession of a durable network. Tappable goodwill available
    8. 8. Social capital is what allows any organization or individual to make requests of its followers successfully. Think of social capital as funds in a sort of intangible bank account that you add to by listening to, engaging with, and doing favors for others. Each time you make a request, you are drawing on that account. If no social capital has been established from which to draw, actions requested of others are likely to be ignored. Having social capital is, in many ways, equivalent to having credibility in a selected online community. Social capital can be earned only over time, by participating appropriately in the community. Laura Solomon, on Save Ohio Libraries 2009, missing lack of followers & lack of social capital
    9. 9. It’s not just who you know, but . . . who/what you have access to because of/via who you know social capital increases when you use it.
    10. 10. personal / Professional ego-centric
    11. 11. Which are the most important nodes in this network
    12. 12. Mark Granovetter 1973 study “The Strength of Weak Ties”  Before the study, strong ties considered most important  Weak ties matter, a lot!  Jobs come from weak network ties, more often than strong  Diversity is important—people who are nothing like you
    13. 13. Noordegraaf, Marina. Generatiekloof. 18 Sep. 2012. Flickr.
    14. 14. Implications When you create and share content across weak ties, you reach new people, attract opportunities, access new content. Blair, Ann. Two Hands Reach Out. 5 June 2006 Flickr.
    15. 15. Fundamentals: Don't criticize, condemn or complain. Give honest and sincere appreciation. Arouse in the other person an eager want. Six ways to make people like you 1. Become genuinely interested in other people. 2. Smile. 3. Remember that a person's name is to that person the sweetest and most important sound in any language. 4. Be a good listener. Encourage others to talk about themselves. 5. Talk in terms of the other person's interests. 6. Make the other person feel important - and do it sincerely.
    16. 16. What would Don Draper do today?
    17. 17. Whoever you are, I’ve always depended on the kindness of strangers. A Streetcar Named Desire. Dir. Elia Kazan. Perf. Vivien Leigh. Warner Bros., 1951. Film.
    18. 18. INADEQU
    19. 19. new rules
    20. 20. In a networked world You are your content & connections You are somebody’s critical weak tie Someone else is your critical weak tie You can scan, curate, interpret, create meaningful content for others You can bridge connections for others You can find/get what you need if you plan
    21. 21. Create/contribute/share
    22. 22.
    23. 23. Success is increasingly dependent on how we interact with others. Most people operate as either takers, matchers, or givers. Whereas takers strive to get as much as possible from others and matchers aim to trade evenly, givers are the rare breed of people who contribute to others without expecting anything in return. Although some givers get exploited and burn out, the rest achieve extraordinary results across a wide range of industries. ‹
    24. 24.
    25. 25.
    26. 26.
    27. 27.
    28. 28. reciprocate
    29. 29. Social Capital is reciprocal The more you give . . . the more you get
    30. 30. reciprocity social norm of in-kind responses to the behavior of others; in cultural anthropology, defined as people's informal exchange of goods and labour. Social Media Issues Lexicon
    31. 31. Gaining social capital really means becoming a strong, consistent member of the online community. People expect reciprocity. Building a social media reputation means giving back.
    32. 32.
    33. 33.
    34. 34. ask
    35. 35. Ask for readers’ favorite Oprah Book Club pick or their favorite program at the library. Try asking for opinions on the worst book ever written. The more controversial the question, the more feedback it will likely get. Although generating controversy for its own sake may not be your library’s goal, facilitating conversation between the library and others is something you want.
    36. 36.
    37. 37.
    38. 38. understand/empathize/respond
    39. 39. We are not in the book business, we are in the St. Paul business.
    40. 40. praise/credit/thank
    41. 41.
    42. 42.   
    43. 43.
    44. 44. reach out to strong, and Weak ties!
    45. 45.
    46. 46.
    47. 47.
    48. 48.
    49. 49.
    50. 50. mentor/support/learn
    51. 51.
    52. 52.
    53. 53.
    54. 54. amplify signal (conference share)
    55. 55.
    56. 56. add value/interpret
    57. 57.
    58. 58. curate
    59. 59. # books journal articles mobile apps infographics google docsmuseum collections
    60. 60. Alida Hanson
    61. 61.
    62. 62. h t t p :
    63. 63.
    64. 64. Curation is the new search!
    65. 65.
    66. 66. Connect/engage/participate
    67. 67. Fisch, Martin. „eMOTION.” 24 Aug. 2012 Flickr. PARTICIPATORY CULTURE (Jenkins 2006) We have new opportunities to: work collaboratively engage in informal mentorships disseminate news and ideas connect engage civically create contribute (your contributions matter!)
    68. 68.
    69. 69. “A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.” “Leaders lead when they take positions, when they connect with their tribes, and when they help the
    70. 70.
    71. 71.
    72. 72.
    73. 73. Hit the start button
    74. 74. Noordegraaf, Marina. “The Tipping Point.”26 Apr. 2009. Flickr.
    75. 75.
    76. 76.
    77. 77. learn from new “experts” you can be a gladiator too
    78. 78. monitor your “brand”/reputation
    79. 79. What does the conversation about you, your library, look like?
    80. 80. Your email SIG
    81. 81. Matthew’s advice: Use your Pulse Comment, share, write Write thoughtful endorsements (not Facebook likes) If you write thoughtful endorsements for others, they are more likely to write them for you Share articles, slideshows, videos that represent you and your persona well Study who is viewing you Check out how many are viewing what you share and when Profile views are less important than content views Determine what people are interested in that you are sharing Everything you share goes on your permanent record Don’t overshare! You can make the first step! LinkedIn Premium allows you to inmail.
    82. 82.
    83. 83.
    84. 84.
    85. 85.
    86. 86. notice me list? What do I want to learn about? Who are the experts? Who are the thought leaders? Is my network diverse enough? Who are the bridges? What are the important hashtags? Who are the leaders following? Have they created lists? Build a list Follow people you admire & people they follow Retweet with thoughtful comments MT tweets for different audiences Leverage and mash-up established hashtags for groups, conferences, associations Appropriately amplify with @ signs Tweet & reply with useful content: posts, news, video, slides Share your original work When your experts follow you, DM carefully. Introduce yourself and cultivate your relationship. Do NOT immediately ask for favors!
    87. 87.
    88. 88. New measures of academic impact? A new social “media” contract for scholars? Article downloads from ResearchGate or Tweets about research / presentations? Blog post views? Comments? Slides viewed / slides downloaded SlideShare/ AuthorStream? Collaborations on Mendeley? Sharing on Bibsonomy?
    89. 89.
    90. 90. New playgrounds for scholar
    91. 91. /8150285487 /8150285487
    92. 92. crowdsource
    93. 93.
    94. 94.
    95. 95.
    96. 96. this presentation is about social capital in more htan one way
    97. 97. social capital Is earned
    98. 98. Bailey is an iconic example It's a Wonderful Life. Dir. Frank Capra. Perf. James Stewart, Donna Reed, Lionel Barrymore, and
    99. 99. Robert Krulwich, science writer, co-producer of WNYC’s Radiolab, Peabody Award winner for broadcast excellence.
    100. 100. new rules thank/credit/praise curate mentor reciprocate contribute /share add value
    101. 101. new questions: How can I use the tools at hand to: Build community? Contribute/make a difference? Continue to learn and grow?
    102. 102. hit “go”
    103. 103. My site: My blog: verendingsearch/ My tweets: @joycevalenza
    104. 104. References Appel, L., Dadlani, P., Dwyer, M., Hampton, K., Kitzie, V., Matni, Z. A., ... & Teodoro, R. (2014). Testing the validity of social capital measures in the study of information and communication technologies. Information, Communication & Society, (ahead-of-print), 1-19. Coleman, J. S. (1988). Social capital in the creation of human capital. American Journal of Sociology, 94(Supplement), S95–S120. Ferguson, S. (2012). Are Public Libraries Developers of Social Capital? A Review of Their Contribution and Attempts to Demonstrate It. Australian Library Journal, 61(1), 22-33. Granovetter, M. S. (1973). The strength of weak ties. American Journal of Sociology, 78(6), 1360–1380. Granovetter, M. S. (1982). The strength of weak ties: A network theory revisited. In P. V.Mardsen & N.Lin (Eds.), Social Structure and Network Analysis (pp. 105–130). Thousand Oaks, CA: Sage Publications. Johnson, C. (2012). How do public libraries create social capital? An analysis of interactions between library staff and patrons. Library & Information Science Research (07408188), 34(1), 52-62. Putnam, R. D.(1995). Bowling Alone: America's Declining Social Capital. Journal of Democracy 6(1), 65-78. The Johns Hopkins University Press. Retrieved April 15, 2014, from Project MUSE database. Putnam, R. (2000). Bowling Alone. New York, NY: Simon & Schuster.