1. An Introduction to Web 2.0 and the Social Web: Challenges
Marieke Guy, UKOLN
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2. The Challenges Money Expertise Time Resources Reliability
Understanding
Sustainability
Cultural issues
Challenges
Interoperability
Colleagues
Technical Issues
Management
Privacy, DPA, FOI, ..
Accessibility
Council
Legal Issues
IT Services

3. Web 2.0 Backlash Deployment Challenges
When significant new things appear:
Enthusiasts / early adopters predict a transformation of society
Sceptics outline the limitations & deficiencies
There’s a need to:
Promote the benefits to the wider community (esp. those willing to try if convinced of benefits)
Be realistic and recognise limitations
Address inappropriate criticisms
Deployment Challenges
Web 2.0: It’s a silly name. It’s just a marketing term. There are lots of poor Web 2.0 services. There wasn’t a Web 1.0. What follows it?
It does have a marketing aspect – and that’s OK. It isn’t formally defined – it describes a pattern of related usage. There will be poor (and good) Web 2.0 services – just like anything else. Any usage will arrive at a follow-up term.

4. IP Stereotypes
They think they know better than the user e.g. they don't like people using Google Scholar; they should use Web of Knowledge
They think that users should be forced to learn boolean searching and other formal search techniques because this is good for them
They don't want the users to search for themselves ( folksonomies) because they won't get it right.
They want to classify the entire Web - despite the fact that users don't use their lists of Web links
They want services to be perfect before they release them to users. They are uneasy with the concept of 'forever beta' (they don't believe that users have the ability to figure things out themselves and work around the bugs).

5. Library 2.0 Paul Miller stated that he saw Web 2.0 as being about:
freeing of data, remixing and the opening up of the long tail
the building of virtual applications,
participation, sharing, communication and facilitating community
applications that work for the user, are modular and are smart
Web Library = Library 2.0
With Web 2.0 libraries have an opportunity to work their wealth of data harder and serve their existing audiences better
Warning: Users will bypass processes and institutions that they perceive to be slow, unresponsive, unappealing and irrelevant in favour of a more direct approach to services offered by others that just might be 'good enough' for what they need to do.

6. Let’s Be Realistic
IAVE (International Association of Volunteer Effort) was “founded in 1970 by people who saw volunteering as a means to make connections across cultures”
Only has 4 members
And no discussions

7. Let’s Be Realistic
Some Ning groups are open, but some require registration:
Is it worth it if:
The numbers are small?
The content is limited
The social network doesn’t reflect my areas of interest
In addition:
Do I want to share data on my relationships & music tastes with an unknown audience

8. Your Concerns Possible Concerns
“It’s full of photos of kids getting drunk”
Web 2.0 is inaccessible to people with disabilities
It’s not sustainable
What about copyright infringement, data protection, protection of minors, …? We’ll be sued.
“You’ll not catch me using Web 2.0!”
Addressing The Concerns
Understanding such concerns
Using technologies in appropriate ways
New media literacy strategies
Risks assessment & risk management
It may not be for everyone

9. Privacy Concerns You may have privacy concerns: Read the help pages
Learn how to manage privacy settings
Choose what you want to share
Judge the risks that:
Company will lie or make mistakes
Implications of lies / mistakes
Also remember risks of not engaging with Social Web:
Missed opportunities
Failure to engage in brand management, …

10. Accessibility Concerns
Aren’t Social Web services:
Inaccessible to people with disabilities?
Break accessibility guidelines (WCAG)
Leave us liable to be taken to court?
DDA: Institutions must take ‘reasonable measures’ to ensure PWDs are discriminated against. Is it discrimatory to fail to provide access to services?
People with disabilities are using Social Web services – as are disability activists
People with disabilities are using Social Web services

11. Sustainability Concerns
What happens if Social Web services:
Are unreliable?
Change their terms and conditions (e.g start charging)?
Become bankrupt
Things to remember:
Services may be unreliable e.g. Twitter
Market pressure is leading to changes to T&C – & paid-for services may become free (e.g. Friends Reunited)
Banks may go bankrupt too – but we still use them
Need for risk assessment and risk management

12. The Council Firewall
New Internet access policy for children From December 2008, children will be able to enjoy improved Internet access in all Portsmouth Libraries. The current “Walled Garden” arrangement will be discontinued. The Internet access offered will be similar to that provided in Portsmouth schools but we will also be allowing access to games, Web chat and social networking sites. For further information, please contact Patricia Garrett on xxx or xxx
The reality:
Useful Web services do get blocked
There is dodgy/illegal/ dangerous material on the Web
It may be simple to have a blanket ban
Suggested approaches:
We can accept certain levels of risks
More sophisticated responses are needed
We should share the approaches we’ve taken
Feel free to respond to blog post at < 02/24/access-to-social-sites-is-blocked/>

13. Interoperability Issues
What happens if Social Web services host your data and:
You can’t get the data back out?
You only get the unstructured or poor quality data back out?
You can’t get the comments, annotations, tags out?
There’s a need to:
Ensure data export capabilities or
Upload data from an alternative managed sources
Understand limitations of data export / import and make plans around limitations

14. Support Issues I don’t have the time to: Understand it all
Use the technologies
Embed technologies in daily working practices
Train my colleagues
You can:
View them at work
Listen to the podcast on the Tube
Use them in training
Common Craft video clips

15. Flickr: http://www.flickr.com/photos/dimi3/3096166092/

16. 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
Gain experience of the browser tools – and see what you’re missing!
Staff training & development
Address areas you feel comfortable with
Risk management strategy …
Deployment Challenges

17. Developing a Business Case
Use a template (West Dumbartonshire)
Be clear about what you hope to achieve
Background is very important
Contextualise
Beef up the business need
Find great examples
Aim high – if you don’t ask, you don’t get!
Use a social media strategy framework

19. Be Well Informed
UKOLN provide briefing papers on web 2 of specific relevance to the Cultural Heritage sector
Many are introductory – may be useful to pass on to your management team
Some are on addressing barriers
Cultural heritage covers areas of concern
Stay well informed!
UKOLN briefing papers available with Creative Commons licence (over 60 docs published)

20. Staff Development Deployment Challenges
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There's a need for your staff to:
Understand what Web 2.0 is about
Learn how to make use of Web 2.0
This is all subject to constraints of lack of time; resources; etc.
The Library 2.0 Podcasts Web sites provides a useful resources for learning about new tools, techniques, etc.
Deployment Challenges

21. Risk Managment
Take a risk management approach to your evaluation of Web 2.0 technologies (as we do with IWMW)
Establish Agreements
Use well-established services: Google & Delicious are well-established and have financial security.
Notification: warnings that services could be lost.
Engagement: with the user community: users actively engage in the evaluation of the services.
Provision of alternative services
Use in non-mission critical areas: not for bookings!
Long term experiences of services: usage stats
Availability of alternative sources of data: e.g. standard Web server log files.
Data export and aggregation: RSS feeds, aggregated in Suprglu, OPML viewers, etc.

22. Risks & Opportunities Framework
Rather than talking about services in an abstract context ("shall we have a Facebook page") specific details of the intended use should be provided.
Document perceived benefits
Document perceived risks
Document missed opportunities and benefits which a failure to make use of the Social Web service
Summarise costs and other resource implications
Once the risks have been identified and discussed consider approaches to risk minimisation
Give evidence which backs up assertions made in use of the framework

23. Conclusions
Web 2.0 can provide real benefits for our users, however organisations tend to be conservative
We therefore need:
Advocacy
To listen to users' concerns
To address users' concerns e.g. risk management
A change of culture
We can all benefit by adopting Web 2.0 principles of openness and sharing. So let us
Share our advocacy resources, risk management techniques, etc.
Develop your own social network based on openness, trust, collaboration, ..

24. Any Questions?