A centre of expertise in digital information managementwww.ukoln.ac.uk 1 A Risks and Opportunities Framework For Exploiting Social Web Services

A centre of expertise in digital information managementwww.ukoln.ac.uk A Risks and Opportunities Framework For Exploiting Social Web Services Brian Kelly UKOLN University of Bath Bath, UK UKOLN is supported by: This work is licensed under a Attribution-NonCommercial- ShareAlike 2.0 licence (but note caveat) Resources bookmarked: ‘ best-practice-models-2011 ' tag Twitter: Blog: About This talk describes a risks and opportunities framework which is intended to document possible risks in using social Web services and risk minimisation strategies. About This talk describes a risks and opportunities framework which is intended to document possible risks in using social Web services and risk minimisation strategies.

A centre of expertise in digital information managementwww.ukoln.ac.uk 3 Opportunities & Challenges

A centre of expertise in digital information managementwww.ukoln.ac.uk 4 Web2MemeMap, Tim O’Reilly, 2005 Characteristics Of Web 2.0 Network as platform Benefits of scale Social Web Clean URIs Remix and mash-ups  Syndication (RSS) Architecture of participation  Blogs & wikis  Social networking, tagging & sharing Trust and openness Characteristics Of Web 2.0 Network as platform Benefits of scale Social Web Clean URIs Remix and mash-ups  Syndication (RSS) Architecture of participation  Blogs & wikis  Social networking, tagging & sharing Trust and openness Web 2.0 A Non-technical Perspective on Web 2.0 It’s not just about the technological aspects, it’s about rethinking ownership and use of services and content

A centre of expertise in digital information managementwww.ukoln.ac.uk 5 Web2MemeMap, Tim O’Reilly, 2005 Characteristics Of Web 2.0 Network as platform Benefits of scale Social Web Clean URIs Remix and mash-ups  Syndication (RSS) Architecture of participation  Blogs & wikis  Social networking, tagging & sharing Trust and openness Characteristics Of Web 2.0 Network as platform Benefits of scale Social Web Clean URIs Remix and mash-ups  Syndication (RSS) Architecture of participation  Blogs & wikis  Social networking, tagging & sharing Trust and openness Web 2.0 A Non-technical Perspective on Web 2.0 It’s not just about the technological aspects, it’s about rethinking ownership and use of services and content Are these features or bugs?!

A centre of expertise in digital information managementwww.ukoln.ac.uk 6 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 …

A centre of expertise in digital information managementwww.ukoln.ac.uk Why Use the Social Web? 7

A centre of expertise in digital information managementwww.ukoln.ac.uk 8

Facing The Challenges We have: Been early adopters Identified benefits Carried out advocacy work We now: Wish to embed approaches widely Engage with wider group of stakeholders Understand and address legitimate concerns 9

A centre of expertise in digital information managementwww.ukoln.ac.uk Facing The Challenges We have: Been early adopters Identified benefits Carried out advocacy work We now: Wish to embed approaches widely Engage with wider group of stakeholders Understand and address legitimate concerns 10 I’ve paid £9K for this course & the service has stopped working. I’ll sue!

A centre of expertise in digital information managementwww.ukoln.ac.uk Risks and IWMW 2006 Risk assessment approach initially developed for IWMW Risk Management

A centre of expertise in digital information managementwww.ukoln.ac.uk Risks and IWMW 2006 Summary of the risks 12 Risk Management

A centre of expertise in digital information managementwww.ukoln.ac.uk Risks and IWMW 2006 There are also risks in doing nothing 13 Risk Management

A centre of expertise in digital information managementwww.ukoln.ac.uk 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. 14 Note this is a device aimed at providing a new way of looking at copyright issues

A centre of expertise in digital information managementwww.ukoln.ac.uk 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? 15

A centre of expertise in digital information managementwww.ukoln.ac.uk Reducing the Legal Risks Approaches: Have clear and robust notice and take down policies Have procedures with a clear address given for complaints 16 Example from JORUM Procedures to Deal with Queries, Alerts and Complaints

A centre of expertise in digital information managementwww.ukoln.ac.uk 17 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 Risk MInimisation Evidence

A centre of expertise in digital information managementwww.ukoln.ac.uk 18 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 Application to existing services Application to in-house development … Risk MInimisation Evidence

A centre of expertise in digital information managementwww.ukoln.ac.uk 19 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

A centre of expertise in digital information managementwww.ukoln.ac.uk Considering All Stakeholders Jane Seale developed a stakeholder model for accessibility of learning resources This can be applied more widely: Who are your main stakeholders? What are their concerns? How do you address their concerns? 20 Accessible design is a challenge which may require risk management approaches

A centre of expertise in digital information managementwww.ukoln.ac.uk 21 Using The Framework Use of approach in two scenarios: use of Twitter & Facebook Intended Purpose Benefits Risks Missed Opps. Costs Risk MInimisation Evidence Example is based on personal and institutional uses of Social Web services Community support Rapid feedback Policies Low? Twitter for individuals Marketing, community

A centre of expertise in digital information managementwww.ukoln.ac.uk 22 Using The Framework Organisational Fb page Marketing events,… Large audiences Ownership, privacy, lock-in, effort Marketing opportunities Low? Use of approach in two scenarios: use of Twitter & Facebook Intended Purpose Benefits Risks Missed Opps. Costs Risk MInimisation Evidence Workflow Community support Rapid feedback Policies Low? Twitter for individuals Marketing, community

A centre of expertise in digital information managementwww.ukoln.ac.uk Using The Framework 23 Template for the framework.

A centre of expertise in digital information managementwww.ukoln.ac.uk 24 Storm arrives for Google: loss of access to Gmail for some users on 28 Feb 2011 for a few days

A centre of expertise in digital information managementwww.ukoln.ac.uk 25 Storm arrives at Bath Uni: loss of access to for all users on 28 Feb 2011 for over a week

A centre of expertise in digital information managementwww.ukoln.ac.uk Discussion Some thoughts: Do we need to adopt a risk assessment & management approach? Is this approach suitable? How can it be implemented? What issues would you like to raise? 26

A centre of expertise in digital information managementwww.ukoln.ac.uk 27 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

A centre of expertise in digital information managementwww.ukoln.ac.uk 28 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

A centre of expertise in digital information managementwww.ukoln.ac.uk 29 The future is exciting - but organisations will need to address the risks! Conclusions Acknowledgments to Michael Edson for the Web Tech Guy and Angry Staff Person post / comic strip