Transcript Track 2 Tuesday 30/11/10 http://www.ukoln.ac.uk/web-focus/events/conferences/online-information-2010/ Moving From Personal to Organisational Use of the Social Web Brian Kelly UKOLN University of Bath Bath, UK Acceptable Use Policy Recording/broadcasting of this talk, taking photographs,

Track 2
Tuesday
30/11/10
http://www.ukoln.ac.uk/web-focus/events/conferences/online-information-2010/
Moving From Personal to
Organisational Use of the Social Web
Brian Kelly
UKOLN
University of Bath
Bath, UK
Acceptable Use Policy
Recording/broadcasting of this talk,
taking photographs, discussing the
content using Twitter, blogs, etc. is
permitted providing distractions to
others is minimised.
Email:
[email protected]
Twitter:
http://twitter.com/briankelly/
Blog:
http://ukwebfocus.wordpress.com/
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Social Networks
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• Focus on individual, not the institution
Ouseful.info
blog by Tony
Hirst
Relaunched in
July 2008
Original blog
launched in
March 2005
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Martin Weller’s
Ed Techie Blog.
Launched in May
2006
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5
Steve Wheeler’s
Learning with ‘E’s blog
Launched in
December 2006
eFoundations blog,
provided by Andy
Powell & Pete Johnson
Launched in Sept 2006
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Marieke Guy’s
Ramblings of a
Remote Worker blog.
Launched in Sept 2008
Early Adopters
My ‘Must Read’ Blogs
Characteristics of my ‘must-read’ blogs:
• Ouseful.info: hosted at
ouseful.wordpress.com
• Ed Techie: hosted at
nogoodreasons.typepad.com
• eFoundations: hosted at
efoundation.typepad.com
• Learning with ‘e’s: hosted at
steve-wheeler.blogspot.com
• Ramblings of a Remote Worker: hosted
at remoteworker.wordpress.com
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Early Adopters
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Early Adopters
Characteristics of established & successful
early adopters:
• Willing to take risks
• Passionate about communicating
• Identified ways of balancing personal
approaches & institutional concerns
• Have developed established communities
• Want to continue to do a good job
Early Adopters
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Acceptance by Organisations
Increasingly the institutional perspective is:
• We must use blogs
• We need a Twitter account
• …
Situation today:
• Social Web widely accepted
• Evidence of ROI, value, etc. still needed
But:
• Where does early adopter work fit in?
• Should existing approaches be continued?
Concerns
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Institutional Concerns
Concerns regarding use of Social Web being:
• On-message: having an authoritative,
consistent & authentic voice
• Appropriate: relevant to organisation’s
mission
• Legal: not being sued, …!
• Present: not disappearing over holidays or
when author leaves
• Persistent: Content and service is
sustainable
• Consistent: Content, user interface, …
Concerns
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Changes to Terms & Conditions
Ning changed their terms and conditions in
2010, removing the free service
Blog Dies
Blogs which
are
abandoned
Risks that
abandoned
blogs attract
comment
spam
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Blogs can also
disappear
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Inappropriate Content
Story
Council blocks Twitter due to “A
squirrel could run rings around
journalist” tweet (meant to be
private message)
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Addressing Concerns
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Addressing the Concerns
Institutional Appropriation of Professional
Uses
• Close down blogs, Twitter accounts, …
• Requirement to use institutionally
approved accounts
Professional Responses to Institutional
Concerns
• What goes here?
Leave Well Alone
• Accept the risks
• Avoid confrontation
Inappropriate Content
Story
Council blocks Twitter due to “A
squirrel could run rings around
journalist” tweet (meant to be
private message)
Parallel
Email message sent to list rather
than individual.
Email service suspended
How To Respond
Training & advice for when
mistakes are made (e.g.
apologise)
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Blog Dies
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Abandoned
blogs may be
hosted in the
institution
Miles
Metcalfe is
now based in
Shanghai –
and has no
access to
institutional
account
(though he
would be able
to update
blog hosted in
Cloud).
In-house blogs can
disappear – and reappear
due to value placed on
them by their owner
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Now at http://www.auricle.org/auriclewp/
The revived
Auricle blog,
which the
author cared
about.
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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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Managed Closure
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There’s a need to manage
the closure of Social Web
services (in-house or
external)
What we did for IWMW
2009 and 2010 blogs
iPres 2010 paper on
“Approaches to archiving
professional blogs hosted
in the cloud” gives advice
on best practices for
closing blogs
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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
Implication: to maximise impact, go where the
audiences are
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Benefits of putting resources on a popular service rather than a
richly functional service or an in-house service
25 Note ability to pay for ad-free service
Popularity of iTunes for OU
“The Open University (OU) today reached a milestone
as the first university to hit 20 million downloaded
tracks on iTunes U, a dedicated area within the iTunes
Store (www.itunes.com). With an average of over a
quarter of a million downloads per week*, the OU’s
popularity has soared since content was first made
available on iTunes U in June 2008.”
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Institutions are using Social Web services, but what about individuals?
A University Perspective
Article on academics’
personal home pages
published in THE
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Personal Web Sites (1)
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Professor David
Gauntlett’s Web
site
Personal Web Sites (2)
Professor Robert
West’s Web site
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Dr Jim Wilde’s
Web site
Personal Web Sites (3)
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Exemplar
http://www.joeyanne.co.uk/
Jo-Anne
Alcock’s blog
continues in
her new role at
BCU
Jo-Anne Alcock’s blog
as an exemplar,
launched in June 2007
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JISC Use of Social Media
Increasing about of
usage of Social Web
services by JISC
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Moving From Personal to
Organisational Use
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What moves:
• The data and the service?
• The contacts, the comments, the social
graph?
• The expertise, the approaches, …?
The organisation moves:
• To make greater use of Cloud Services
• To accept importance of the conversation
• To accept that staff may leave the
organisation & take (copies of) their content
• To appreciate and value staff commitment
Individual Responsibilities
Context:
• Many information professionals use the
Social Web to fulfil business objectives
• The ownership of the underlying
technologies is no longer as important
Implications:
• Need to adopt (and be seen to adopt)
approaches which address concerns of
organisations and others
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Social Web Audit
Memo
From: PVC (Sustainability)
To: HoDs
As agreed at Senate all departments must
provide an audit of use of Social Web services
used for departmental/institutional purposes.
In the audit you must provide:
• Details of third party services used
• A risk assessment
• Strategies for addressing risks
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Social Web Audit
Departmental blogs (UKOLN):
• UK Web Focus & Remote Worker blogs
have policy on ownership and migration
• Data migration has been tested
• Content hosted on stable service with
local implementation available
• SUETr , IWMW 2009 and JISC PoWR
blogs have been officially frozen with
announcement provided
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Blog Example
Aline Hayes, Assistant Director of SLS/
Director of Information & Systems Technology
at Sheffield Hallam University
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Blog Policy (2)
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Policies For This Blog
This blog is hosted by Sheffield Hallam University,
therefore the content of this blog belongs to them
and remains theirs in the event that I either cease to
contribute to this blog, or leave the University.
Policies for the use of & inclusion of Twitter Feeds
The content of any Twitter feed relates to a mix of
work and personal matters. … Staff who choose to
follow me on Twitter are assumed to be happy that I
may follow them in return … I reserve the right to
treat the Twitter id Aline_Hayes as mine & not the
property of SHU
Blog Policies
Blog policy for UK Web Focus blog
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A Scientist’s Approach
Full disclosure page
on Cameron Neylon’s
blog covers:
• Ownership
• Responsibilities
• Finances
• Copyright
•…
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http://cameronneylon.net/about/disclaimers-and-full-disclosure/
Guidelines for JISCinvolve
blogs covers in-house blogs.
Guidelines on writing is
applicable generally.
Professionalisation
• Supporting organisation’s goals
• Personal responsibilities
• Personal style
• Blogs are about links
• Legal issues
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Cloud Services As Saviour
Risks of:
• Reduction in funding across public sector
organisations
• Loss of staff, technical expertise and inhouse services
Therefore need for:
• Scenario planning
• Contingency plans for outsourcing to
Cloud services
• Education and trust in staff offset loss of
in-house solutions
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A Code of Conduct?
Is there a need for a
professional code of
conduct for librarian
bloggers?
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Conclusions
• The Social Web is here and to stay
• Organisations are now recognising that early
adopters were right
• In-house services are being implemented –
but may not always be appropriate
• There is a need for a mixed environment
• The trust placed in librarians provides sector
with opportunity to demonstrate responsible
approaches for working in this environment
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Questions
Questions are welcome
Name: Brian Kelly
Address: UKOLN, University of Bath, BATH, UK
Email: [email protected]
Web site: http://www.ukoln.ac.uk/
Blog: http://ukwebfocus./wordpress.com/
Twitter: briankelly and
ukwebfocus (automated feed)
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