demystifying the social web

A centre of expertise in digital information management

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Demystifying the Social Web

Brian KellyUKOLNUniversity of BathBath, UK

UKOLN is supported by:This work is licensed under a Attribution-NonCommercial-ShareAlike 2.0 licence (but note caveat)

Acceptable Use PolicyRecording of this talk, taking photos, discussing the content using email, Twitter, blogs, etc. is permitted providing distractions to others is minimised.

Acceptable Use PolicyRecording of this talk, taking photos, discussing the content using email, Twitter, blogs, etc. is permitted providing distractions to others is minimised.

Resources bookmarked using ‘readeast-2009' tag Resources bookmarked using ‘readeast-2009' tag

http://www.ukoln.ac.uk/cultural-heritage/events/readeast-2009/http://www.ukoln.ac.uk/cultural-heritage/events/readeast-2009/

Email:[email protected]

Twitter:http://twitter.com/briankelly/

Blog:http://ukwebfocus.wordpress.com/

Twitter hashtag:#readeast09

Twitter hashtag:#readeast09


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About Me

Brian Kelly:• National Web adviser to UK Universities and

cultural heritage organisations• Based at UKOLN, a national centre of expertise

in digital information management and located at the University of Bath

• Involved in Web since January 1993• Over 300 presentations given since 1997• Current area of interest include Web 2.0, Web

standards and Web accessibility

Introduction


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About This Session

This session provides:• A summary of the Web 2.0 and what it is • An introduction to various Social Web

services

Small group activity on identifying:• Potential benefits of the Social Web• Barriers to deployment of such services.

The session will conclude by outlining approaches to addressing the barriers.

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Talks given in 2008 covered Web 2.0, accessibility & standards.

Using Tools I Talk About Use of Web 2.0 technologies & approaches:

• RSS feeds for structured information

• Geo-location data• Exploitation of 3rd

party services• Openness of

resources• Risk assessment /

management approaches

Introduction

Note also use of blogs, video blogs, YouTube, Twitter, …Note also use of blogs, video blogs, YouTube, Twitter, …


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Web2MemeMap, Tim O’Reilly, 2005

Characteristics Of Web 2.0

• Network as platform• Always beta• Clean URIs• Remix and mash-ups

Syndication (RSS)• Architecture of participation

Blogs & wikis Social networking, tagging

& sharing• Benefits of scale (Social Web)• Trust and openness

Characteristics Of Web 2.0

• Network as platform• Always beta• Clean URIs• Remix and mash-ups

Syndication (RSS)• Architecture of participation

Blogs & wikis Social networking, tagging

& sharing• Benefits of scale (Social Web)• Trust and openness

Web 2.0

What Is Web 2.0?

Marketing term (derived from observing 'patterns') rather than technical standards - “an attitude not a technology”

Web

2.0


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Benefits of Web 2.0

Delivery Mechanisms (“network as platform”):• Global outreach: maximise impact of and

engagement with ideas• Outsourced services: allowing organisations to

focus on their strengths and small institutions to engage on more equal terms

• Exploits infrastructure: the standards (e,g. RSS) & services (Google, Amazon, ..) now in place

User Benefits:• User can create content• Can comment on other’s content• Users no longer passive consumers of content


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Academic Library Example

A Facebook page provides:

• Brief factual information

• Links to key resources on main Web site

• Dynamic content embedded via RSS

• Calendar information embedded via Google calendar

• Ability for users to become ‘fans’


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National Library Example (1)National Library of Wales “Shaping the future: The Library’s strategy 2008-2009 to 2010-2011”:

“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

Example of use of Web 2.0 services embedded within a Welsh Assembly Government funded project


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National Library Example (2)

Use of Web 2.0 at the National Library of Wales including:

• Use of YouTube

http://www.youtube.com/watch?v=ykCAxSqziFYhttp://www.youtube.com/watch?v=ykCAxSqziFY

Examples from guest blog post by Paul Bevan on UK Web Focus blog / Bridging Worlds 2008 paper, National Library of Singapore


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National Library Example (3)

Use of Web 2.0 at the National Library of Wales including:

• Use of YouTube

• Use of Flickr

http://www.flickr.com/groups/cymru-wales/


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Group Exercise

In small groups:• Identify uses of Web 2.0 which may be

useful to your organisations• Barriers to deployment of such services

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E


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CyMAL (Newport) workshop Sep 2009

CyMAL (Newport) workshop Sep 2009

Concerns identified in discussion group sessions at various UKOLN 1-day workshops for the cultural heritage sector

Concerns identified in discussion group sessions at various UKOLN 1-day workshops for the cultural heritage sector

CyMAL (Bangor) workshop Sep 2009

CyMAL (Bangor) workshop Sep 2009

Recognising The Barriers


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The Challenges

Challenges

Resources

ExpertiseTime

Money

Understanding

Legal Issues

IT Services

Colleagues

Management

Accessibility

Sustainability

Reliability

Culturalissues

Technical Issues

Interoperability

Privacy, DPA, FOI, ..

CouncilOK, there are barriers. Does this mean we don’t do anything?

OK, there are barriers. Does this mean we don’t do anything?


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Low-Hanging Fruit

The way we were: browsing Web pages14


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Low-Hanging Fruit

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The way we were: browsing Web pages


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Low-Hanging Fruit

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Make use of an RSS reader, such as Netvibes


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Let’s Be Realistic (1)

Ning allows you to set up and manage your own social network. Sounds great, doesn’t it?

But:• Will it have the

momentum to support thriving discussion?

• Might it not just be an automated aggregator of content

Over-hyping expectations


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Let’s Be Realistic (2)Over-hyping expectations

A lack of interest, sustainability can apply to the in-house blogs, too!There might also be issues on whether public sector/small organisations :

• Should seek to provide services which are provided for free elsewhere

• Can provide the functionality of globally-provided service

• Can attract the audiences of global service (if that is the aim)http://communities.cilip.org.uk/blogs/pteg/http://communities.cilip.org.uk/blogs/pteg/


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The Council FirewallThe 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 accept certain risks• More sophisticated

responses are needed (cf Childnet and Digizen )

• We should share the approaches we’ve taken

New Internet access policy for childrenFrom 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 …

New Internet access policy for childrenFrom 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 …

Should librarians (a) welcome bans to dodgy places or (b) seek to open access and educate users?

Organisational barriers


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Support Issues

I don’t have the time to:• Understand it all• Use the technologies• Embed technologies in

daily working practices• Train my colleagues

Common Craft video clipsCommon Craft video clips

You can:• View them at work• Listen to the podcast on

the Tube• Use them in training

Training & staff development


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Some Concerns

SustainabilityWhat happens if Library 2.0 services:

• Are unreliable?• Change their terms & conditions

(e.g. start charging)?• Become bankrupt

InteroperabilityWhat happens if Library 2.0 services:

• 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?

Sustainability / Interoperability

Again, this can happen within our sector (e.g. AHDS)

Again, this can happen within our sector (e.g. AHDS)


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Deployment StrategiesI want to do use the Social Web but:

• The IT Services department bans it

• The council bans it• My boss doesn’t

approveArea of interest to UKOLN:

• “Just do it”• Subversive approach –

‘Friends of Foo’ if Foo can’t use it

• Encourage enthusiasts• Don’t get in the way

UKOLN briefing papers available with Creative Commons licence. (over 40 docs published)

UKOLN briefing papers available with Creative Commons licence. (over 40 docs published)

Training & staff development


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Deployment StrategiesInterested 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 (don’t get in the way)• Gain experience of the browser tools – and see

what you’re missing!• Staff training & development• Address areas you feel comfortable with• Impact analysis and assessment• Risk and opportunity management strategy• …


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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


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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

IntendedPurpose

Benefits (various

stakeholdersRisks

(various stakeholders

Missed Opps. (various

stakeholdersCosts


• Sharing experiences

• Learning from successes& failures

• Tackling biases• …

• Application to existing services

• Application to in-house development

• …


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Using The Framework

IntendedPurpose

Benefits (various

stakeholdersRisks


Missed Opps. (various

stakeholdersCosts


Community support

Rapid feedback

Justify ROIOrg. brand

Community-building

Low?

Twitter for individuals Organisational Fb Page

Marketing events,…

Large audiences

Ownership, privacy, lock-in

Marketing opportunity

Low?

Learning• Many blogs (e.g.

Jo Alcock)• Engaging with a

Twitter community

• Conferences• Papers• …

Note personal biases!

Note personal biases!

Use of approach in two scenarios: CILIP use of Twitter & FacebookUse of approach in two scenarios: CILIP use of Twitter & Facebook


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What About Jo The Librarian?

Let’s not forget the librarian of the future.What can we learn from what is already happening?

Let’s not forget the librarian of the future.What can we learn from what is already happening? Has a blog, shares ideas,

engages in discussions

Has a blog, shares ideas, engages in discussions

Shares bookmarksShares bookmarks

Communicates, shares, supports, … on TwitterCommunicates, shares, supports, … on Twitter


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The future is exciting - but Librarian Sapiens will need to address the challenges.

Let the debate begin!

Conclusions

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

demystifying the social web

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