http://www.ukoln.ac.uk/cultural-heritage/events/social-web-newcastle-2010/

A Risks and Opportunities Framework for Exploiting the Social Web

Brian Kelly UKOLN University of Bath Bath, UK

Acceptable Use Policy

Recording of this talk, taking photos, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised.

Email:

[email protected]

Twitter:

http://twitter.com/briankelly/ http://twitter.com/ukwebfocus/

Blog:

http://ukwebfocus.wordpress.com/ UKOLN is supported by: A centre of expertise in digital information management This work is licensed under a Attribution NonCommercial-ShareAlike 2.0 licence (but note caveat)

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Opportunities & Challenges

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Why Use the Social Web?

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http://www.flickr.com/photos/quelsaa/2080736454/sizes/o/

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Addressing Barriers

Money Expertise Time Resources Reliability Understanding Sustainability Interoperability Technical Issues

Challenges

Cultural issues Colleagues Management Privacy, DPA, FOI, ..

Accessibility Legal Issues IT Services Council A centre of expertise in digital information management

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Deployment Strategies

Interested in using Web 2.0 in your organisation?

Worried about corporate inertia, power struggles, etc?

There’s a need for a deployment strategy: • • • • Addressing business needs Low-hanging fruits Encouraging the enthusiasts Light weight policies • • • • • • Staff training & development Responding to the economic situation Address areas you feel comfortable with Impact analysis and assessment Risks and opportunity strategy Critical Friends and friendly critics

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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

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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 A centre of expertise in digital information management

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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 3 rd party solutions Let’s explore a blended approach (a 3 rd way?) A centre of expertise in digital information management

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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

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Hype?

, From A Distance blog, 4 Nov 2009, Chris Sexton Discussions about managed cloud A centre of expertise in digital information management

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services now mainstream

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 A centre of expertise in digital information management

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Risks and IWMW 2006

Risk Management

Risk assessment approach initially developed for IWMW 2006

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Risks and IWMW 2006

Risk Management

Summary of the risks

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Risks and IWMW 2006

Risk Management

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There are also risks in doing nothing

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Copyright Risks R = A x B x C x D

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 A centre of expertise in digital information management

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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 www.ukoln.ac.uk

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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

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Complaints

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Towards a Framework

• • • Application to existing services Application to in-house development … Biases Intended Purpose Benefits Risks Missed Opps. Risk MInimisation Evidence Costs • • • • Sharing experiences Learning from successes & failures Tackling biases … “

Time To Stop Doing and Start Thinking: A Framework For Exploiting Web 2.0 Services

”, Museums & the Web 2009 conference

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Using The Framework

Twitter for individuals

Community support Rapid feedback Org. brand Marketing, community Policies Case studies; talks; … Low?

Organisational Fb Page

Intended Purpose Benefits Risks Missed Opps. Risk MInimisation Evidence Costs Marketing events,… Large audiences Ownership, privacy, lock-in, effort Marketing opportunities Workflow Case studies; talks; blog posts; … Low?

Use of approach in two scenarios: use of Twitter & Facebook A centre of expertise in digital information management

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Conclusions

The future is exciting but there are challenges which we need to address.

22 Acknowledgments to Michael Edson for the

Web Tech Guy and Angry Staff

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post / comic strip

Questions?

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