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Effective Use of the Social Web in Organisations: Understanding and Addressing Barriers

http://www.ukoln.ac.uk/cultural-heritage/events/ili-2010-workshop/. Effective Use of the Social Web in Organisations: Understanding and Addressing Barriers. Session Aims

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Effective Use of the Social Web in Organisations: Understanding and Addressing Barriers

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  1. http://www.ukoln.ac.uk/cultural-heritage/events/ili-2010-workshop/http://www.ukoln.ac.uk/cultural-heritage/events/ili-2010-workshop/ Effective Use of the Social Web in Organisations:Understanding and Addressing Barriers Session Aims In this session you will identify possible barriers to effective use of Social Web and explore ways of addressing such barriers. Brian Kelly & Ann Chapman UKOLN University of Bath Bath, UK Resources bookmarked using ‘ili2010-workshop' tag UKOLN is supported by: This work is licensed under a Attribution-NonCommercial-ShareAlike 2.0 licence (but note caveat)

  2. 11.35-11.40 D Your Views • What do you think are the main challenges in exploiting the Social Web to enhance access to your resources and services? Notes to be added to wiki

  3. The Challenges Colleagues You ROI (demonstrate/maximise? Unconvinced Lack of resources Firewalls No time Sustainability Challenges LimitedUnderstanding Interoperability Technical Issues No support frommanagement It’s “my” space Concerns Doing it ethically Branding, editorial control It’s a Social (not work) Web

  4. Deployment Strategies • Interested 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 • …

  5. You Don’t Need To Blog! • Blogging & twittering (and speaking at conferences) may be best left to those with strengths in user engagement (cf Belkin model) • Suggestions: • Encourage the enthusiast • Lightweight bureaucracy: “Don’t be stupid”, emerging patterns of Twitter usage , …

  6. What You (Maybe) Shouldn’t Do • Aim: Maximise traffic • Approach: Use “Topless Swedish Model” in title • Comment: But you may wish to use humour, puns, … So be honest in your reporting. • Aim: Maximise comments • Approach: Misspell people’s names in order to get them to respond (and then say thanks) • Comment: But you may make spelling mistakes. Again be honest in your reporting. • Aim: Maximise traffic • Approach: Run an automated tool over site. • Comment: But you may wish to use such tools. Again be honest in your reporting.

  7. Services Must Be In-House! • Concerns over use of externally-hosted services: • They’re ‘commercial’ • They’re not sustainable • They’re a waste of time • There are risks • Responses: • They’re ‘commercial’: True, so what? • They’re not sustainable: Is your institution? • They’re a waste of time: Not for library uses (engagement, inclusion, cost savings, …) • There are risks: Agreed, so we need a risk management approach and appropriate policies

  8. 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”

  9. Example of Blog / Twitter Policy • 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

  10. Blog Policies • Blog policy for UK Web Focus blog Scope, audience & purpose QA processes Sustainability

  11. Professionalisation • Guidelines for JISCinvolve blogs covers in-house blogs. • Guidelines on writing is applicable generally. • Supporting organisation’s goals • Personal responsibilities • Personal style • Blogs are about links • Legal issues

  12. 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

  13. Biases IntendedPurpose • Critical friends • Application to existing services • Application to in-house development • … • Sharing experiences • Learning from successes& failures • Tackling biases • … Benefits (various stakeholders Risks (various stakeholders Missed Opps. (various stakeholders Costs (various stakeholders 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 Note also JISC’s Scenario Planning work

  14. Twitter for individuals Organisational Fb Page IntendedPurpose Community support • Critical Friends / Friendly Critics • UKOLN blogs • Email list discussions • Learning • Many blogs Engaging with a Twitter community • Conferences • Papers • … Marketing events,… Benefits (various stakeholders Rapid feedback Large audiences Risks (various stakeholders Justify ROIOrg. brand Ownership, privacy, lock-in Missed Opps. (various stakeholders Community-building Marketing opportunity Costs (various stakeholders Low? Low? Using The Framework • Use of approach in two scenarios: CILIP use of Twitter & Facebook Note personal biases!

  15. Conclusions Acknowledgments to Michael Edson for the Web Tech Guy and Angry Staff Person post / comic strip

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