Transcript http://www.ukoln.ac.uk/cultural-heritage/events/cultural-heritage-online-2009/ Empowering Users and Institutions: A Risks and Opportunities Framework for Exploiting the Social Web Brian Kelly UKOLN University of Bath Bath, UK Email: [email protected] Twitter: http://twitter.com/briankelly/ Acceptable Use Policy Recording of this.

http://www.ukoln.ac.uk/cultural-heritage/events/cultural-heritage-online-2009/
Empowering Users and Institutions:
A Risks and Opportunities Framework for
Exploiting the Social Web
Brian Kelly
UKOLN
University of Bath
Bath, UK
Email:
[email protected]
Twitter:
http://twitter.com/briankelly/
Acceptable Use Policy
Recording of this talk, taking photos,
discussing the content using email,
Twitter, blogs, etc. is permitted
providing distractions to others is
minimised.
Blog:
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Introduction
About Me
Brian Kelly:
• National Web adviser to UK Universities and
cultural heritage organisations
• Based at UKOLN, a national centre of expertise
in digital information management and located at
the University of Bath
• Involved in Web since January 1993
• Over 300 presentations given since 1997
• Current area of interest include Web 2.0, Web
standards and Web accessibility
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Opportunities & Challenges
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On the Pull – physical
and virtual exhibition
organised by Brighton
Library
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Brighton On The Pull
On The Pull also used
MySpace and Flickr
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National Library Example (1)
Example of use of Web 2.0 services
embedded within a Welsh Assembly
Government funded project
National Library of Wales
“Shaping the future: The
Library’s strategy 2008-2009 to
2010-2011”:
“We propose taking
advantage of new online
technology, including …
Web 2.0 services …
It is expected that the
Library itself will provide
only some specific services
on its website. Instead, the
intention is to promote and
facilitate the use of the
collections by external
users, in accordance with
specific guidelines.”
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National Library Example (2)
http://www.youtube.com/watch?v=ykCAxSqziFY
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Use of Web 2.0
at the National
Library of
Wales
including:
• Use of
YouTube
Examples from guest blog post by Paul Bevan on UK Web Focus blog
centre of 2008
expertise
in digital
information
management
www.ukoln.ac.uk
/ BridgingAWorlds
paper,
National
Library
of Singapore
National Library Example (3)
http://www.flickr.com/groups/cymru-wales/
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Use of Web
2.0 at the
National
Library of
Wales
including:
• Use of
YouTube
• Use of
Flickr
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Web 2.0
A Non-technical Perspective on Web 2.0
It’s not just about the technological aspects, it’s about
rethinking ownership and use of services and content
Characteristics Of Web 2.0
• Network as platform
• Benefits of scale
• Social Web
• Clean URIs
• Remix and mash-ups
 Syndication (RSS)
• Architecture of participation
 Blogs & wikis
 Social networking,
tagging & sharing
Web2MemeMap, Tim O’Reilly,
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• Trust and openness
9 2005
It’s About The Individual!
How do you relate to
a world in which the
focus of the Social
Web is the individual.
Challenges posed:
• ‘It’s my space’
• ‘Sustainability
• Privacy
• Editorial control
• Branding
• …
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Why Use the Social Web?
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http://www.flickr.com/photos/quelsaa/2080736454/sizes/o/
The 1 – 9 – 90 Challenge
Participation Inequality: Encouraging More Users to
Contribute
In most online communities, 90% of users are lurkers who
never contribute, 9% of users contribute a little, and 1% of
users account for almost all the action. (Jakob Neilson, Oct
2006)
Potential Benefits:
• Globalisation
• Cross-fertilisation
• Unexpected benefits
• Maximising impact
Potential Dangers:
• Globalisation
• Mono-culture
• Unexpected dangers
• Loss of impact
Remember that Social Web services improve as the numbers of
users
increase
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A Question
“How Can Institutions Develop Innovative and
Affordable Tools to Engage Increasingly
Sophisticated Audiences” (JISC Digitisation Conf 2007)
Some thoughts:
• In some areas they shouldn’t attempt to compete
with market place successes (e.g. Google)
• If some cases institutions may be indifferent to the
service provider (e.g. Microsoft or Google Docs)
There are real needs to:
• Answer the question “Why develop?”
• Be realistic if development work is funded
• Be user-focussed (and this isn’t necessarily easy)
• Be prepared to write off investment if users don’t
want what we’ve developed
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Being Realistic
Options in light of the
credit crunch:
• Let’s build up an
empire now which will
be embarrassing to
close down
• Let’s use issues of
ownership, stability,
privacy, … to stifle
discussion of 3rd party
solutions
• Let’s explore a blended
approach (a 3rd way?)
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The Pilot was a Success …
Following a very successful pilot project the JANET
Collaborate prototype site will shortly be retired.
…
This retirement has come about as a result of difficulties in
maintaining the prototype beyond its intended lifetime. We
are now looking at how to add the functionality into the
JANET service portfolio in order to provide an improved
feature set based on the requirements gathered in the pilot.
We understand that some fans of the prototype site may be
disappointed by this news. We apologise for this and at the
same time thank all the users of the prototype for their strong,
enthusiastic support during the pilot.
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Managed External Services
We’re seeing
greater take-up of
email in the cloud
Cloud computing - Hope or
Hype?, From A Distance blog,
Discussions about managed cloud
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4 Nov 2009,
Sexton
services now mainstream
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Unmanaged External Services
My UK Web
Focus blog,
hosted on
Wordpress.com
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Policies
Use of Cloud Services
Use of services in the
cloud:
• We are committed
professionals
• We want to support
innovation
• We can demonstrate
best practices
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Policies
Lightweight Policies
Experience at
Croydon Council
illustrates the
need for
lightweight and
flexible policies
Mosman Council
provides an
example of a
lightweight policy
for Twitter
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Risk Management
Risks and IWMW 2006
Risk assessment
approach initially
developed for
IWMW 2006
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Risk Management
Risks and IWMW 2006
Summary of the
risks
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Risk Management
Risks and IWMW 2006
There are also risks in doing nothing
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Copyright Risks
R=AxBxCxD
where
R is the financial risk;
A is the chances that what has been done is infringement;
B is the chances that the copyright owner becomes aware of
such infringement;
C is the chances that having become aware, the owner sues;
D is the financial cost (damages, legal fees, opportunity costs
in defending the action, plus loss of reputation) for such a
legal action.
Note this is a device aimed at providing a new way
of looking at copyright issues
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Legal Risks
Factors to bear in mind:
• Commercial use: a rights owner who later
becomes aware of the use of their work may be
more likely to pursue an action for infringement of
copyright than if the work is being purely used for
educational purposes.
• Particularly sensitive subject areas: music,
geographic data, literary works by eminent
authors and artistic works including photographs
and drawings.
• Is there any track record of the contributor
ignoring legal niceties in the past?
• Is there any track record of a particular third party
having
before?
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Reducing the Legal Risks
Approaches:
• Have clear and
robust notice and
take down policies
• Have procedures
with a clear
address given for
complaints
Example from JORUM
Procedures to Deal
with Queries, Alerts and
Complaints www.ukoln.ac.uk
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Towards a Framework
Biases
• Application to
existing
services
• Application to
in-house
development
•…
Intended
Purpose
Benefits
Risks
Missed Opps.
• Sharing
experiences
• Learning from
successes
& failures
• Tackling biases
•…
Risk
MInimisation
Evidence
“Time To Stop Doing and Start
Thinking: A Framework For
Exploiting Web 2.0 Services”,
Museums & the Web 2009
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Costs
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Subjective factors
Using The Framework
Twitter for individuals Organisational Fb Page
Community
support
Rapid
feedback
Org. brand
Marketing,
community
Policies
Intended
Purpose
Marketing
events,…
Benefits
Large audiences
Risks
Missed Opps.
Risk
MInimisation
Ownership, privacy,
lock-in, effort
Marketing opportunities
Workflow
Evidence
Low?
Costs
Low?
Use
of approach in two scenarios: use of Twitter & Facebook
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Conclusions
The future is
exciting - but
organisations
will need to
address the
challenges.
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Acknowledgments to Michael Edson for the Web Tech Guy and Angry Staff
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Person post / comic strip