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Making Web 2.0 work for your organisation
Examples of Web 2.0 working for libraries & info agencies
Select three (3) libraries of your choice that use social networking to meet their goals.
Develop a comparative table which documents how each of the libraries use social networking tools to support information service provision, educational programs, conduct business etc.
Based on this comparison (and in no more than 350 words) develop your own list of “Reasons why libraries should be on social media”, and draw upon aspects of these three libraries to illustrate each point.
I chose to compare the social media tools used by the State Library of Victoria, the State Library of New South Wales, and the National Library of Australia, in order to better understand the ways in which we can use social media to improve our service.
Reasons why libraries should be on social media
Improve our customer service:
Social networking sites – Such as Facebook and Twitter – can be used to connect with users in a way not previously possible. As well as receiving direct feedback from users, libraries can search for mentions of themselves elsewhere on the sites, allowing them to see what users think of their services. All three libraries have both Twitter and Facebook as part of their social media strategies.
Extend our technical services:
Social media allows us to improve and expand upon the services we provide in the library. “Ask-a-librarian” chats, used by all three libraries, means that users can find help with reference queries without needing to come into the library.
Catalogue apps, such as the one developed by the National Library of Australia (NLA), can be used to let users search the catalogue from their mobile devices and Catalogue Update RSS feeds (Used by the NLA and the State Library of Victoria) keep users aware of new items added to the catalogue.
Show that we are more than books and journals:
Social media provides an excellent way to promote events and exhibitions. Social networking sites such as Facebook, and library blogs (Used by all three libraries) provide platforms for libraries to share news.
Share our collections:
Using social media, we can share special features of our collections with users. The two State Libraries that I compared were particularly impressive with their use of Web 2.0 tools.
The State Library of Victoria provides their own “Discover Ned Kelly” app to allow users to fully explore their Ned Kelly Exhibition. I was particularly impressed with this use of Web 2.0 technology to engage users with the collection.
The State Library of New South Wales uses Historypin, a collaborating pinning site, to share their collection of historical photographs. On Historypin, users pin photos to locations using Google Maps. The State Library is contributing to this by pinning photographs of historical NSW, allowing users to engage with history as they compare the State Library’s photographs with those taken today.
|State Library of Victoria||State Library of NSW||National Library of Australia|
Making Web 2.0 work for your organisation
Developing a social networking marketing strategy
Based on your understanding of your library or
information agency’s, and your exposure to concepts and stargeies presented in
this section of Module 4, outline (in 400 words) how you can apply these ideas
to develop a draft marketing strategy for your organisation.
By looking at trends in social media, we are able to see how we are able to use these technologies to the organisation’s advantage – and, more importantly, decide whether we need to use social media at all. Data such as seen in Bernoff’s 2010 blog post, Social Technographics: Conversationalists get onto the ladder should be a powerful motivation for any organisation to form a social networking strategy.
Bernoff’s 2012 update, The Global Social Takeover, shows that this trend is only growing with time. The amount of people creating social networking profiles (Called “Joiners”) is rapidly growing. At the same time, 73% of social networking site users now pay attention to content created by others (“Spectators”). This data can be used to demonstrate to management the importance of having a social networking strategy.
The change noted in 2010 – The addition of the “Conversationalist” category of social networking site users – shows the fluid nature of social technologies. When drafting a social media strategy, the organisation needs to ensure that it is made flexible enough to adapt to these changes.
This Slideshare created by Marta Kagan (2010) shows the importance and prevalence of social media in a way that engages the viewer. The above quote struck me as very important when drafting a social media marketing strategy: Social media is not like traditional media, and has it’s own rules of conduct and etiquette. A Social Media Working Party will not be able to use policies previously produced for other modes of communication. Before launching any successful social media strategy, the organisation must discover the ways in which it is being used.
Once a social media strategy has been formed and put into action, it can not be considered finished. Unlike other projects, it does not have a determined end. As seen in the Feedback Loop posted on the INF206 learning module, the process is cyclical.
I found a similar infographic by Robin Effing (2013), which also demonstrates the way our engagement with users on social media informs our future use:
Source: www.socialpower.nl, 2013
The organization’s social media strategy, if successful, will allow the organisation to engage with it’s users. This engagement, however, should not be seen as an end in itself. By collecting the information received from interacting with users, the organisation can adjust their services and their social media strategy based on the user’s identified needs.
Social networking and information policy
Social media/networking policies for organisations
Based on the above advice regarding the development of social media policies in organisations, identify 5 key points which you would use to advise a Social Media Policy Working Party regarding the development of a policy for organisation with regard to either (a) clients or customers’ use of social media while using your computers/network access or your organisation’s social networking sites, or (b) employees use of Web 2.0 tools and spaces for work and personal use while using your organisations’ computers/network and time.
Post a 350 word summary of your advise to your learning journal.
First and foremost, I would recommend that the Social Media Policy Working Party discusses whether they want their policy to be rigid or flexible. In their “Social Media Policies & Museums” blog post, ‘Jenny’ notes that “…by the time a policy or manual was organized, there’s a pretty good chance that the certain components (like a ‘how to guide’) would already be obsolete. In other words, the web changes so much that consistent updating might become a daunting task.” (2009). The working party may wish to consider this, and draft a policy that is adaptable and flexible in it’s use.
When advising the working party on their policy, I would recommend they focus on Fair Use and Copyright concerns. Both library staff and users should be made aware that they are obligated to follow Copyright legislation, particularly when they are using the library’s internet connection, library-related social media accounts, or library computers.
Any policy regarding staff use of social media accounts should demonstrate that the library trusts it‘s staff to make sensible decisions online. Lauby (2009) suggests that social media policies need to “focus on the things that employees can rather than what they can’t do.”
The working party may wish to consider whether their policy extends to the restriction of library staff accounts, and whether any guidelines extend to staff member’s personal social media accounts. For example, will staff need to seek permission before creating a social media account that links them by name to the library or organisation? Given the fact that things posted online can be seen as a representation of the library, will there be restrictions on what staff can say about the workplace when using their personal accounts?
I would suggest that the policy does make clear the importance of maintaining privacy. Information about users, or sensitive information about the organisation, should never be disseminated over social media without permission. Similarly, staff using library-related social media accounts must be careful not to intrude on patron’s virtual ‘space’.
Social networking and information policy
What policy issues have resulted from social networking?
Did You Know 4.0, by xplanevisualthinking.
Watch this video carefully a second time, and identify
five (5) examples of ‘shifts’ or trends that can have an impact on how
individuals behave as a digital citizens. Then outline (in @ 400 words) how you
believe these behaviours can impact on the need for, and development of,
information policy in organisations to address these behaviours. You may wish to explore these from either a user/customer
perspective or employee/employer perspective, or a combination of both, and you
may wish to consider this task within the specific context of your own library
and/or organisation, or you can address this task in general terms.
5 examples of shifts:
1. People using blogs and messages boards to talk about work.
2. People are using this technology for politics.
3. The majority of people now own mobile phones.
4. People are no longer paying for content.
5. Things are changing rapidly.
People are now using their online profiles to discuss their offline lives, including negative things about the organisations they work for. The video noted that among larger U.S companies, 17% have disciplined an employee for violating their policies. Any policy that the organization implements must bear this in mind, and be carefully worded to protect the organization’s reputation online.
During Barack Obama’s campaign, he relied solely on social media for his fundraising. In another example, Twitter “played an unprecedented role in the Iranian elections”. People are now using their online social networks to express themselves politically. It is important, therefore, that when organisations are drafting their online policies, that they think about the impact of employees using work-related accounts to express their political views.
This video stated that 93% of adults owned a mobile phone. Additionally, the video predicted that “the mobile device will be the world’s primary connection tool in 2020”. Information policy must be aware of how ubiquitous the mobile device is, and draft policies accordingly – As opposed to writing policies with only computers in mind.
People are no longer as willing to pay for content: For example, the video states that 95% of all songs downloaded the previous year (2008) were not paid for. This trend can also be seen in the decline of print newspaper users: Rather than buying newspapers, people are now preferring to read their news online. I believe that, when writing policies for information organisations, this should be seen from two angles. First of all, policies must be put in place that ensure that employees comply with copyright and intellectual property law when using online technology to provide information to their patrons. Second of all, policies should ensure that employees do not infringe on copyright themselves – for example, using work computers for illegal downloads.
Finally, policies must be able to cope with the rapid shifts that the video describes. Written policies will need to be flexible and allow for interpretation. They must be regularly reviewed and updated according to new trends, and can not be considered finished documents.
Xplanevisualthinking. (2009). Did you know 4.0. Retrieved from http://www.youtube.com/watch?v=6ILQrUrEWe8