Innovation and the Social Web: Learning From Others (and how understanding risks can help to manage them) Brian Kelly UKOLN University of Bath Bath, UK UKOLN is supported by: This work is licensed under a Creative Commons Attribution 2.0 licence (but note caveat) Acceptable Use Policy Recording of this talk, taking photos, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised. Acceptable Use Policy Recording of this talk, taking photos, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised. Twitter: Blog:

2 2 You are free to: copy, share, adapt, or re-mix; photograph, film, or broadcast; blog, live-blog, or post video of this presentation provided that: You attribute the work to its author and respect the rights and licences associated with its components. Note Shutterstock images used under licence (see final slide). Idea from Cameron Neylon Slide Concept by Cameron Neylon, who has waived all copyright and related or neighbouring rights. This slide only CCZero. Social Media Icons adapted with permission from originals by Christopher Ross. Original images are available under GPL at:

3 About Me Brian Kelly: UK Web Focus: national advisory post to UK HEIs Long-standing Web evangelist Based at UKOLN at the University of Bath Prolific blogger (1,000+ posts since Nov 2006) User of social media to support work activities Prolific speaker (~380 talks from ) Part of UKOLN’s Innovation Support Centre UKOLN: Supporting innovation across higher & further education Funded by JISC

History of the Web: Web (1.0) 4 Web in the 1990s Web became popular in mid-1990s Initially “brochure- ware”: static information about the library Then databases added with web interface: typically the OPAC and online searching The Internet Archive’s Wayback Machine enables old web sites to be viewed. The oldest entry for the British Library captured in 1997 shows information about the library and provides access to the OPAC and a number of other online services 4

History of the Web: Web 2.0 By 2005 new different ways of using the web were being observed This was coined “Web 2.0” at the O’Reilly 2005 conference Technological characteristics Attitudinal characteristics Social web characteristics

The Social Web The term ‘social web’ became popular to identify the aspects of Web 2.0 which were of particular relevance to: the creation of content by users The services which ‘became better as the numbers of users grew” 6

Another View 7 Social networks get better as numbers increase (cf telephones). Remember the ‘law’.

Wikipedia infographic ‘Radical trust’: trusting large numbers to create quality content (the good drives out the bad)

Bell-ringing article 9 9

Citizendium If you don’t trust your users they may fail to engage 10

11 National Library Example National Library of Wales “Shaping the future: The Library’s strategy to ”: “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.” Example of use of Web 2.0 services embedded within a Welsh Assembly Government funded project

National Library Example The Natiopnal Library of Wales has a presence on Facebookxxx 12 Use of Web 2.0 services at the National Library of Wales including use of: Facebook

13 National Library Example Examples from guest blog post by Paul Bevan on UK Web Focus blog / Program 2009 paper, Use of Web 2.0 services at the National Library of Wales including use of: Facebook YouTube

14 National Library Example Use of Web 2.0 services at the National Library of Wales including use of: Facebook YouTube Flickr

NLW Twitter Feed The National Library of Wales has a Twitter account 15

NLW Blog The National Library of Wales web sites hosts a blog 16

What Are Your Concerns? Concerns 17 Concerns

18 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 … 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 …

Why Use the Social Web? 19

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21 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

Managed External Services We’re seeing greater take-up of in the cloud 22 Cloud computing - Hope or Hype?, From A Distance blog, 4 Nov 2009, Chris Sexton Discussions about managed cloud services now mainstream

Unmanaged External Services My UK Web Focus blog, hosted on Wordpress.com 23

Use of Cloud Services Use of services in the cloud: We are committed professionals We want to support innovation We can demonstrate best practices 24 Policies

Experience at Croydon Council illustrates the need for lightweight and flexible policies 25 Lightweight Policies Mosman Council provides an example of a lightweight policy for Twitter Policies

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. 26 Note this is a device aimed at providing a new way of looking at copyright issues

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 complained before? 27

Reducing the Legal Risks Approaches: Have clear and robust notice and take down policies Have procedures with a clear address given for complaints 28 Example from JORUM Procedures to Deal with Queries, Alerts and Complaints

29 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 Risks Missed Opps. Costs Sharing experiences Learning from successes & failures Tackling biases … Application to existing services Application to in-house development … Risk MInimisation Evidence

30 The future is exciting - but organisations will need to address the challenges. Conclusions Acknowledgments to Michael Edson for the Web Tech Guy and Angry Staff Person post / comic strip

Acknowledgements Images from Shutterstock used under licence. 31