A centre of expertise in digital information managementwww.ukoln.ac.uk A Risks and Opportunities Framework for Exploiting the Social Web 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) Blog: 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:

A centre of expertise in digital information managementwww.ukoln.ac.uk 2 Opportunities & Challenges

A centre of expertise in digital information managementwww.ukoln.ac.uk Why Use the Social Web? 3

A centre of expertise in digital information managementwww.ukoln.ac.uk Addressing Barriers 4 Challenges Resources Expertise Time Money Understanding Legal Issues IT Services Colleagues Management Accessibility Sustainability Reliability Cultural issues Technical Issues Interoperability Privacy, DPA, FOI,.. Council

A centre of expertise in digital information managementwww.ukoln.ac.uk 5 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 Light weight policies Staff training & development Responding to the economic situation Address areas you feel comfortable with Impact analysis and assessment Risks and opportunity strategy Critical Friends and friendly critics …

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

A centre of expertise in digital information managementwww.ukoln.ac.uk 7 A Question “How Can Institutions Develop Innovative and Affordable Tools to Engage Increasingly Sophisticated Audiences” (JISC Digitisation Conf 2007) Some thoughts: In some areas they shouldn’t attempt to compete with market place successes (e.g. Google) If some cases institutions may be indifferent to the service provider (e.g. Microsoft or Google Docs) There are real needs to: Answer the question “Why develop?” Be realistic if development work is funded Be user-focussed (and this isn’t necessarily easy) Be prepared to write off investment if users don’t want what we’ve developed

A centre of expertise in digital information managementwww.ukoln.ac.uk 8 Being Realistic Options in light of the credit crunch: Let’s build up an empire now which will be embarrassing to close down Let’s use issues of ownership, stability, privacy, … to stifle discussion of 3 rd party solutions Let’s explore a blended approach (a 3 rd way?)

A centre of expertise in digital information managementwww.ukoln.ac.uk The Pilot was a Success … Following a very successful pilot project the JANET Collaborate prototype site will shortly be retired. … This retirement has come about as a result of difficulties in maintaining the prototype beyond its intended lifetime. We are now looking at how to add the functionality into the JANET service portfolio in order to provide an improved feature set based on the requirements gathered in the pilot. We understand that some fans of the prototype site may be disappointed by this news. We apologise for this and at the same time thank all the users of the prototype for their strong, enthusiastic support during the pilot. 9

A centre of expertise in digital information managementwww.ukoln.ac.uk Managed External Services We’re seeing greater take-up of in the cloud 10 Cloud computing - Hope or Hype?, From A Distance blog, 4 Nov 2009, Chris Sexton Discussions about managed cloud services now mainstream

A centre of expertise in digital information managementwww.ukoln.ac.uk Unmanaged External Services My UK Web Focus blog, hosted on Wordpress.com 11

A centre of expertise in digital information managementwww.ukoln.ac.uk Use of Cloud Services Use of services in the cloud: We are committed professionals We want to support innovation We can demonstrate best practices 12 Policies

A centre of expertise in digital information managementwww.ukoln.ac.uk Experience at Croydon Council illustrates the need for lightweight and flexible policies 13 Lightweight Policies Mosman Council provides an example of a lightweight policy for Twitter Policies

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 15 Risk Management

A centre of expertise in digital information managementwww.ukoln.ac.uk Risks and IWMW 2006 There are also risks in doing nothing 16 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. 17 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? 18

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

A centre of expertise in digital information managementwww.ukoln.ac.uk 20 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 21 Using The Framework Community support Rapid feedback Org. brand Policies Low? Twitter for individuals 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 Marketing, community Case studies; talks; blog posts; … Case studies; talks; …

A centre of expertise in digital information managementwww.ukoln.ac.uk 22 The future is exciting - but there are challenges which we need to address. 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 Questions? 23