Innovation and the Social Web: Learning From Others(and how understanding risks can help to manage them)

Brian KellyUKOLNUniversity of BathBath, UK

UKOLN is supported by:This work is licensed under a Creative Commons Attribution 2.0 licence (but note caveat)

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

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

http://www.ukoln.ac.uk/web-focus/events/workshops/europeana-2012/http://www.ukoln.ac.uk/web-focus/events/workshops/europeana-2012/

Email:b.kelly@ukoln.ac.uk

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

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

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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:http://www.thisismyurl.com/free-downloads/15-free-speech-bubble-icons-for-popular-websites

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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 1996-2011)• Part of UKOLN’s Innovation Support Centre

UKOLN:• Supporting innovation across higher & further

education• Funded by JISC

History of the Web: Web (1.0)

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Web in the 1990sWeb 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 services4

History of the Web: Web 2.0By 2005 new different ways of using the web were being observedThis was coined “Web 2.0” at the O’Reilly 2005 conference

Technological characteristicsAttitudinal 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”

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Another View

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Social networks get better as numbers increase (cf telephones). Remember the 1-9-90 ‘law’.

Wikipedia infographic

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

Bell-ringing article

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Citizendium

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

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National Library ExampleNational 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

National Library Example

The Natiopnal Library of Wales has a presence on Facebookxxx

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

• Facebook

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National Library Examplehttp://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 / Program 2009 paper,

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

• Facebook• YouTube

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National Library Examplehttp://www.flickr.com/groups/cymru-wales/ 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

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NLW Blog

The National Library of Wales web sites hosts a blog

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What Are Your Concerns?

Concerns

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Concerns

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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 http://www.flickr.com/photos/quelsaa/2080736454/sizes/o/

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The 1 – 9 – 90 ChallengeParticipation 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

Remember that Social Web services improve as the numbers of users increase

Managed External Services

We’re seeing greater take-up of email in the cloud

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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

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Use of Cloud Services

Use of services in the cloud:• We are committed

professionals• We want to support

innovation• We can demonstrate

best practices

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Policies

Experience at Croydon Council illustrates the need for lightweight and flexible policies

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Lightweight Policies

Mosman Council provides an example of a lightweight policy for Twitter

Policies

Copyright Risks

R = A x B x C x Dwhere

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.

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

Legal RisksFactors 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?

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Reducing the Legal RisksApproaches:

• Have clear and robust notice and take down policies

• Have procedures with a clear address given for complaints

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Example from JORUM Procedures to Deal with Queries, Alerts and Complaints

Example from JORUM Procedures to Deal with Queries, Alerts and Complaints

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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

Risks

Missed Opps.

Costs

• Sharing experiences

• Learning from successes& failures

• Tackling biases• …

• Application to existing services

• Application to in-house development

• …

RiskMInimisation

Evidence

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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.

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