The document discusses the opportunities and challenges of digital citizenship in the 21st century. It notes that internet and digital technologies are transforming how people access information, learn, interact, and socialize. While these changes provide many benefits, they also pose risks regarding privacy, control, and digital literacy that organizations and individuals must navigate. The document provides an overview of key topics around social media use, viral content, legal issues, and strategies for non-profits to leverage digital tools while mitigating risks.

1. 10/19/2012
21st Century Digital
Citizen -–
Opportunities and
Challenges
Sangeet Bhullar
Executive Director, WISE KIDS
Copyright © WISE KIDS 2012. All rights Reserved.
Internet and digital
technologies are
transforming the
way we access
information, learn,
interact, network,
socialise –
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Sheer diversity of tools, services and
connections possible
Changes how we connect to
other human beings,
network and collaborate
online, undertake business
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and education, learn, http://www.flickr.com/photos/ivyf
ield/4486938721 (above) and
socialise, develop http://www.flickr.com/photos/rich
ardwinchell/5717772441
community etc… Creative Commons License
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nses/by/2.0/deed.en
The 21st
century digital
citizen
You, your client,
your staff, your
volunteers…
Everybody!
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The Knight Commission recognised that successful
participation in the digital age entails two kinds of skills sets
– digital literacy and media literacy:
“Digital literacy means learning how to work the
information and communication technologies in a
networked environment, as well as understanding the
social, cultural and ethical issues that go along with the use
of these technologies. Media literacy is the ability to access,
analyse, evaluate, create, reflect upon, and act with the
information products that media disseminate.”
Taken from a Nesta Futurelab Publication: Big Data - The
power and possibilities of Big Data
http://www.nesta.org.uk/library/documents/Hot_Topics_Big_Data_v5.pdf
The social
media
revolution!
http://www.youtube.com/
watch?v=x0EnhXn5boM&f
eature=relmfu [long
version]
http://www.youtube.com/
watch?v=3SuNx0UrnEo&fe
ature=channel&list=UL
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[short version] http://www.flickr.com/photos/chrispiascik/7218587840/
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Why use digital
technologies?
Why engage
online?
•Access to all sorts of
networks
•A global store front
•Cost efficiencies - flexible
•Relevance – it’s where the
audience is
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Social Media are only one part of the digital technology
landscape
• Google+ Hangouts
http://www.youtube.com/watch?fea
ture=player_embedded&v=3pmSWh
2BQco
• Cloud based tools eg Google Docs,
Dropbox
• Enterprise Tools eg Yammer
• VOIP Tools like Skype
• Publishing Tools
• Online Classroom Tools
• Social Media Tools like Facebook ,
Twitter, LinkedIn, YouTube and other
broadcast and mobile app tools - for
connecting to audiences, advocacy,
petitions, fund-raising etc
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What else do we know?
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Social network statistics Taken from
‘Social media round
•600 million people use social networks daily the world 2011:
•347 million or 73% of European Internet users use statistics (from Insites
social networks consulting) in social
•Western Europe lags behind North, Eastern and media usage’ -
Southern Europe in social network penetration (!!) http://www.steveseage
r.com/social-media-
Brands in social networks round-world-insites-
consulting-latest-
•50% of social network users are connected to brands statistics-2011/
•58% of users of social networks have never had the
opportunity to connect with a brand — but would like to
•People become a fan on Facebook because they
actually like the product, not because of advertising
•Getting information about products and brands is
driving membership of social networks
•People want more say in Brand product development
•60% of Brand employees would like to get help from
their employer to share relevant content but don’t get it
•Only 13% of employee receive any social media
training
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Page 14 http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2012.pdf
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Page 20 http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2012.pdf
How has this affected
the non-profit sector?
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Taken from Passion, persistence, and partnership:
the secrets of earning more online - http://www.missionfish.org.uk/downloads/pdf/Research_summaryReport.pdf
Taken from Passion, Persistence, and Partnership:
the secrets of earning more online - http://www.missionfish.org.uk/downloads/pdf/Research_summaryReport.pdf
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Need to learn
to leverage
the power of
Networks
Taken from
www.theconversationprism.com
What makes a viral video?
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http://www.youtube.com/watch?v=UcmoRy444MY
Understanding popular culture your audience?
http://www.youtube.com/watch?v=9bZkp7q19f0
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Some challenges
• Many digital and Internet services and
applications can blur boundaries
between public and private information;
data/ identities can be misused;
accidental/misguided posts
• Organisations fear loss of control of
brand and marketing ; organisations also
fear not getting it right; organisations
may also have limited resources
• Users may not have necessary digital
literacy skills to maximise positive
Internet use/ understand or consider
legal, social/emotional consequences;
Do’s and Don’ts of Social Media
Top 15 Most Shocking Social Media Disasters of 2011
http://mashable.com/2011/12/31/social-media-disasters-2011
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Legal to use licensed media
UK Legal Framework
Racial and Religious Hatred Act 2006
Criminal Justice Act 2003
Sexual Offences Act 2003
Communications Act 2003 (section 127)
Data Protection Act 1998
The Computer Misuse Act 1990 (sections 1 - 3)
Malicious Communications Act 1988 (section 1)
Copyright, Design and Patents Act 1988
Public Order Act 1986 (sections 17 — 29)
Obscene Publications Act 1959 and 1964
Protection from Harassment Act 1997
Regulation of Investigatory Powers Act 2000
Criminal Justice and Immigration Act 2008
Education and Inspections Act 2006
Taken from the Kent e-Safety Policy Template:
http://www.kenttrustweb.org.uk/UserFiles/CW/File/Childrens_Services/Childrens_
Safeguards_Service/esafety/e-Safety_policy_template_2012.pdf
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Key pointers when
embracing social
media and digital
competency…
Taken from:
http://topnonprofits.com/posting-guide
Key Pointers
• It’s not about the technology – understand the needs of your
org, staff, clients and volunteers and establish what you want
to achieve
• Essentially about creating human connection – a memorable
(+) impression – raise awareness and further engagement
• Understand the digital landscape and map the competencies
and resources needed, appropriate tools, then plan and
consider ‘digital’ in all your organisation’s activities
• Listen before you sell/ promote…(e.g. 90/10 Twitter rule)
• Learn – invest in training - AND
• Consult as well (Focus groups…)
• Promote digital inclusion
• Share your expertise using social media and other channels
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Key Pointers
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• Top down/ bottom up? Work with staff to actively shape solutions
• Create a shared understanding of purpose and the environment
• Explore the dynamics/ potentials and challenges of different ‘spaces’ – e.g. Facebook vs.
Twitter
• Work with staff and volunteers to create social media plan and guidelines with example
scenarios;
• Manage expectations
• Be pre-emptive
• Implement Measure Assess Refine Review
• Ensure transparency to showcase values, integrity and build brand reputation
• Create a culture of learning
The POST acronym - see http://forrester.typepad.com/groundswell/2007/12/the-post-method.html
• P is People. Don't start a social strategy until you know the capabilities of your
audience. If you're targeting college students, use social networks. If you're
reaching out business travellers, consider ratings and reviews. Forrester has
great data to help with this, but you can make some estimates on your own. Just
don't start without thinking about it.
• O is objectives. Pick one. Are you starting an application to listen to your
customers, or to talk with them? To support them, or to energize your best
customers to evangelize others? Or are you trying to collaborate with them?
Decide on your objective before you decide on a technology. Then figure out how
you will measure it.
• S is Strategy. Strategy here means figuring out what will be different after you're
done. Do you want a closer, two-way relationship with your best customers? Do
you want to get people talking about your products? Do you want a permanent
focus group for testing product ideas and generating new ones? Imagine you
succeed. How will things be different afterwards? Imagine the endpoint and you'll
know where to begin.
• T is Technology. A community. A wiki. A blog or a hundred blogs. Once you know
your people, objectives, and strategy, then you can decide with confidence.
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Useful Tools & Resources
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Useful Links
WISE KIDS micro-site for the Volunteering in a Digital Age
conference:
https://sites.google.com/site/volunteeringinadigitalage
A strategy to succeed
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ez/4637637337
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0/deed.en
Creating a Vision
Mapping how to achieve this
Staff Training - Staff/ Need Skills and Knowledge/
Guidance /Support Implement
Measure
Refine
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Thank You
sangeet@wisekids.org.uk
www.wisekids.org.uk
About WISE KIDS
• WISE KIDS believes that the Internet is a vital tool in the Information
Age, and works to Promote Awareness of New Media, Digital and
Internet Technologies, Internet Literacy, Proficiency and Safety
• WISE KIDS provides:
– Customised Training Programmes (online and face-to-face)
– Consultancy
– Research and Resource Development
– Awareness Raising Events
Copyright © WISE KIDS 2012.
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