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Slides for talk on "Challenges in Making Use of the Social Web" given by Brian Kelly, UKOLN in a workshop session.
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Using the Social Web to Maximise Access to your Resources:
Challenges In Making Use of the Social WebBrian KellyUKOLNUniversity of BathBath, UK
UKOLN is supported by:This work is licensed under a Attribution-NonCommercial-ShareAlike 2.0 licence (but note caveat)
Acceptable Use PolicyRecording of this talk, taking photos, discussing the content using email, instant messaging, blogs, SMS, etc. is permitted providing distractions to others is minimised.
Resources bookmarked using ‘scaseo' tag
http://www.ukoln.ac.uk/web-focus/events/workshops/sca-seo-20090629/
Email:[email protected]:http://twitter.com/briankelly/
Blog:http://ukwebfocus.wordpress.com/
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Your Views What do you think are the main challenges in exploiting the Social Web to enhance access to your resources and services?
D
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The Challenges
Challenges
Unconvinced ColleaguesYou
Lack of resources
LimitedUnderstanding
No support frommanagement
It’s a Social (not work) Web
Sustainability No time
Technical Issues
Interoperability
It’s “my” space
Firewalls
Branding, editorial control
ConcernsDoing it ethically
ROI (demonstrate/maximise?
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Deployment StrategiesInterested in using Social Web in your organisation?Worried about corporate inertia, power struggles, etc?There’s a need for a deployment strategy:
• Addressing business needs• Low-hanging fruits• Observe emerging best practices• Encouraging the enthusiasts (don’t get in the way)• Staff training & development• Address areas you feel comfortable with• Impact analysis and assessment• Risk and opportunity management strategy• Accept that you won’t do it• …
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You Don’t Need To Blog!Perhaps blogging & twittering (and speaking at conferences) is best left to those with a passion for user engagement?
Suggestions:• Encourage the
enthusiast• Lightweight
bureaucracy: “Don’t be stupid”, emerging patterns of Twitter usage , …
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What You (Maybe) Shouldn’t Do Aim: Maximise trafficApproach: Use “Topless Swedish Model” in titleComment: But you may wish to use humour, puns, … So be honest in your reporting.Aim: Maximise commentsApproach: Misspell people’s names in order to get then to respond (and then say thanks)Comment: But you may make spelling mistakes. Again be honest in your reporting.Aim: Maximise trafficApproach: Run an automated tool over site.Comment: But you may wish to use such tools. Again be honest in your reporting.
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You Might Need a ‘Policy’Dangers:
• A policy is bureaucratic, • Fails to understand new technologies• …
Dangers of no policy:• Over-the-top
reaction
A lightweight policy:• Mosman Council page describes “who is tweeting
on behalf of the Council (the web team based at the Library); why they are doing it; their reply policy and how to stop them following you”
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Return On InvestmentJustifying ROI
• What’s the purpose of the Social Web service: Dissemination Engaging with users Reflective thinking Providing opportunity for comment …
Maximising ROI• Timeliness• Appropriateness• Challenging
publishing assumptions
Remember 1-9-90 ‘rule’
Friday post
Saturday post
Monday post
Tuesday post
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“It‘s My Space”“Can you send this message on your list?”“Can you mention it in your blog?”
NB Happy to mention Oxford’s “Wall of 100 Faces”
Get your students to say how great the Uni is and make interface attractive and appealing
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My Political ViewsA poll carried out by the Daily Mail on 19 June 2009
Surprised by results?
A triumph for the liberal intelligentsia on Twitter? Echoes of public protests in dictatorships.But what if I had been promoting the BNP?(Note the wording in my tweet)
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Influencing & ObservingThe Daily Mail hid the resultsBlog post published on activism & ethics• Encouraging votes• Multiple votes• Citing tweets• Capturing images
of tweets and Twitterers
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Opportunity to analyse influence in social networks – but is this ethical?
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Dodgy Use of TwitterHabitat:
• Monitor ‘trending’ Twitter hashtags
• Publish advertising tweets with these hashtags
Including:• Hashtag about
Iranian elections!
How do we ensure we use SNs in ethical way? Do we simply avoid their use?
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What About Metrics?Martin Wellers blog post on “Connections versus Outputs” on impact in Social WebLists in 'distance learning‘ of:
• Top influencers• Sites/people have a high
level of 'hubness‘ ("characteristic of disproportionately linking to those who are authoritative on a given topic“)
But how reliable is this?
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Risk Management JISC infoNet Risk Management infoKit:
“In education, as in any other environment, you can’t decide not to take risks: that simply isn’t an option in today’s world. All of us take risks and it’s a question of which risks we take”
Examples of people who are likely to be adverse stakeholders:• People who fear loss of their jobs • People who will require re-training • People who may be moved to a different department /
team • People .. required to commit resources to the project • People who fear loss of control over a function or
resources • People who will have to do their job in a different way • People who will have to carry out new or additional
functions • People who will have to use a new technology
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Critical Friends / Friendly Critics
See <http://critical-friends.org/>Phil Bradley’s post provided a similar role – and CILIP responded accordingly
JISC U&I programme is encouraging establishment of “Critical Friends”
<http://dev8d.jiscinvolve.org/2009/02/10/>
Paul Walk (UKOLN) was described as a ‘critical friend’ of JISC
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Biases
Subjective factors
Towards a Framework
“Time To Stop Doing and Start Thinking: A Framework For Exploiting Web 2.0 Services”, Museums & the Web 2009 conference
IntendedPurposeBenefits (various
stakeholdersRisks
(various stakeholders
Missed Opps. (various
stakeholdersCosts
(various stakeholders
• Sharing experiences
• Learning from successes& failures
• Tackling biases• …
• Critical friends • Application to
existing services
• Application to in-house development
• …
See blog post on Critical Friends, Friendly Critics (and Hostile Opponents!)
Note also JISC’s Scenario Planning work
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Using The Framework
IntendedPurposeBenefits (various
stakeholdersRisks
(various stakeholders
Missed Opps. (various
stakeholdersCosts
(various stakeholders
Community support
Rapid feedback
Justify ROIOrg. brand
Community-building
Low?
Twitter for individuals Organisational Fb PageMarketing events,…
Large audiences
Ownership, privacy, lock-in
Marketing opportunity
Low?
Critical Friends / Friendly Critics
• UKOLN blogs• Email list
discussionsLearning
• Many blogs Engaging with a Twitter community
• Conferences• Papers• …
Note personal biases!
Use of approach in two scenarios: CILIP use of Twitter & Facebook
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Conclusions
Acknowledgments to Michael Edson for the Web Tech Guy and Angry Staff Person post / comic strip
