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

A centre of expertise in digital information managementwww.ukoln.ac.uk 2 Your Views What do you think are the main challenges in exploiting the Social Web to enhance access to your resources and services? D Notes to be added to wiki

A centre of expertise in digital information managementwww.ukoln.ac.uk 3 The Challenges Challenges Unconvinced Colleagues You Lack of resources Limited Understanding No support from management It’s a Social (not work) Web Sustainability No time Technical Issues Interoperability It’s “my” space Firewalls Branding, editorial control Concerns Doing it ethically ROI (demonstrate/ maximise?

A centre of expertise in digital information managementwww.ukoln.ac.uk 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 …

A centre of expertise in digital information managementwww.ukoln.ac.uk 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, … Suggestions: Encourage the enthusiast Lightweight bureaucracy: “Don’t be stupid”, emerging patterns of Twitter usage, …

A centre of expertise in digital information managementwww.ukoln.ac.uk 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.

A centre of expertise in digital information managementwww.ukoln.ac.uk 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 7

A centre of expertise in digital information managementwww.ukoln.ac.uk 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”

A centre of expertise in digital information managementwww.ukoln.ac.uk 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 9

A centre of expertise in digital information managementwww.ukoln.ac.uk Blog Policies Blog policy for UK Web Focus blog 10 Scope, audience & purpose QA processes Sustainability

A centre of expertise in digital information managementwww.ukoln.ac.uk Professionalisation 11 Guidelines for JISCinvolve blogs covers in-house blogs. Guidelines on writing is applicable generally. Supporting organisation’s goals Personal responsibilities Personal style Legal issues Blogs are about links

A centre of expertise in digital information managementwww.ukoln.ac.uk 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

A centre of expertise in digital information managementwww.ukoln.ac.uk 13 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 Intended Purpose Benefits (various stakeholders Risks (various stakeholders Missed Opps. (various stakeholders Costs (various stakeholders Sharing experiences Learning from successes & failures Tackling biases … Critical friends Application to existing services Application to in-house development … Note also JISC’s Scenario Planning work

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

A centre of expertise in digital information managementwww.ukoln.ac.uk 15 Conclusions Acknowledgments to Michael Edson for the Web Tech Guy and Angry Staff Person post / comic strip