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When social means business: the potential of social computing tools to support collaborative work as part of
the organisational information infrastructure
Dr Hazel HallReader in Social InformaticsCentre for Social Informatics
School of ComputingEdinburgh Napier University
Room demographicsWho uses what for purposes of collaborative work?
Blogs? Wikis? Social networking? Instant messaging? Microblogging?
Purposes of the TFPL-Napier studyEstablish main opportunities and risks of social
computing tools within organisations for collaborative work purposes, as perceived by information and knowledge management professionals
Meet general interest of TFPL’s client base Inform TFPL’s training and consultancy portfolio Serve as pilot for larger, externally-funded piece of work
Focus on social computing toolsEstablish main opportunities and risks of social
computing tools within organisations for collaborative work purposes, as perceived by information and knowledge management professionals
Licensed collaborative work platforms, e.g. SharePoint (Microsoft), Lotus Notes and Quickplace (IBM), E-rooms (Documentum)
“Mature” social software applications, e.g. instant messaging, blogs, wikis
Newer Web 2.0 applications, e.g. social networking, microblogging
Focus on collaborative work purposesEstablish main opportunities and risks of social
computing tools within organisations for collaborative work purposes, as perceived by information and knowledge management professionals
Focus to date Freely available social software for personal use Academic studies that treat “older” applications in non-corporate
environments, e.g. educational settings Few studies on internal social computing environments Lack of extant literature on newer tools, e.g. social networking and
microblogging applications
Focus on perceptions of I&KM communityEstablish main opportunities and risks of social
computing tools within organisations for collaborative work purposes, as perceived by information and knowledge management professionals
Rather than: Journalists, e.g. concern over vulnerable groups Educational researchers, e.g. goal of enhancement of classroom
environment Public relations professionals, e.g. efforts to improve corporate
communications
Research focus 1: scale of implementationOrganisational uptake of social computing
Levels of adoption Degree of access to tools
In general By tool By tool function
Attitudes of IM/KM staff to social computing In general By tool
Research foci 2 & 3: opportunity & riskAnticipated & actual, feared & realised (literature review)
Themes Opportunities RisksProductivity Improved productivity
through increased collaboration
Time-wasting
Practices Enhanced IM practice Erosion of IM practice, e.g. archiving & accessing exchanges, compromised security
Behaviours Positive cultural change Antisocial behaviour, e.g. bullying
Research activities: 12 weeks 2008
Weeks 1-2 Weeks 3-8 Weeks 8-12 Weeks 10-12Literature reviewing
Design of data collection tools and data collection
Data analysis Writing up
Preface to study
Web-based surveyFocus groupsInterviews
Quantitative – ExcelQualitative - manual
14,500 word report
Focus group held at IDOX/TFPL offices in London (23/07/08)
Hazel Hall and Shooresh Golzari based at Napier in Edinburgh
Focus group held at IDOX offices in Glasgow (31/07/08)
Melanie Goody and Belinda Blaswick based at TFPL in London
Respondents to web-based survey (07-14/07/08) and participants in telephone interviews (28/07 -01/08/08) based across the UK
Data subjectsPopulation
TFPL contacts Direct, e.g. clients, attendees at SharePoint Summits Indirect, e.g. through the Scottish Information Network
Invitation to participate Face-to-face at TFPL Connect meeting June 2008 Survey and focus groups: by e-mail invitation
Possible to attend focus group, but not complete survey Interviews: volunteers left contact details on survey
Study contributionsData set Data derived from Number of
contributions1 Web-based survey 57
2 London focus group 13
3 Glasgow focus group 12
4 Interviews 14
96*
*It was possible to make more than one contribution to the research, e.g. all who were interviewed completed the survey (96-14=82); similarly it was possible to complete the survey anonymously and attend a focus group.
Survey majority from public sector organisations.
Organisation size = median 725 employees.
Data collected, recorded & analysedSet Data collected Recording and analysis
1 Tool uptake within organisation; governance of tools; attitudes to opportunity and risk; challenges; demographic data
Excel for analysis of quantitative data.Qualitative data coded up and analysed manually.
2&3 Participant reactions to, and discussions of, preliminary results of web-based survey.
Recorded as Word files and content integrated into report under main themes as derived from analysis of survey data. Also posted to TFPL blog, e.g. http://blog.tfpl.com/tfpl/2008/07/index.html
3 Participant experience of implementation: as executed, planned or not yet undertaken
Recorded as Word files and content integrated into report under main themes as derived from analysis of survey data.
Uptake of social computing for collaborative workRange in levels of adoption
Non-provision
Sophisticated implementations with integrated “consumer” & licensed applications
Uptake of social computing for collaborative workRange in levels of adoption
Non-provision
Sophisticated implementations with integrated “consumer” & licensed applications
Sense that the study came “too early”
High number of “don’t know” and “neutral” responses to survey questions
Two thirds of respondents who provided additional free text comments at end of survey noted that the impacts of social computing were yet to be felt
Interviewees were cautious in drawing firm conclusions
Access and encouragementPublic sectorHigher levels of access and encouragement
Private sectorGreater levels of actual usage
Restricted useReported by 24% survey respondents
Change management investment concernsEven/especially in cases of high financial outlay
Enthusiasm amongst IM and KM staffLevels of enthusiasm for social computing for
collaborative work amongst IM and KM staff = high Increases collaboration and improves productivity in general
Facilitates knowledge and information sharing Connects individuals and groups Widens communication channels
Enhances IM practice More obvious and better organisation of resources Consolidation of material and reduction of silos 24 hour access
Induces positive cultural change, e.g. widened employee choice retention
The biggest risk?Failure to capitalise on opportunities offered by social
computing tools due to poor implementation management Respondents familiar with this risk from earlier experiences, e.g.
intranet developments from mid-90s onwards This risk is not considered in the literature
Like most things it’s about cultural change. A tool (however clever) can be used well/badly. Therefore usual considerations apply around what purpose does it serve, selling it to the business, understanding business benefits/risks, giving staff skills to use [it/them] properly, providing standards and guidance around use, encouraging good practice.
Less prominent risksIM problems
Information sprawl (but not overload); archiving; means of accessing archives; (version control and information quality)
Compromised security (Legal infringement and disrepute theoretically valid, though not
realised in practice); some leakage of confidential information
Lowered productivity Coping with IM problems; failure to adopt social computing tools “If employees are going to waste time, they do not need social
computing tools to do it”
(Anti-social behaviour)
Top tools for IM and KM professionalsRank Tool Opportunities Risks posed
1 Wikis Information sharing
IM practice
Productivity
Information quality in terms of wiki accuracy;
Leakage of confidential data
2 Blogs Connecting individuals & groups, e.g. unite separated team members
Widening communication channels to large audiences, e.g. promotion of work, opening up of conversations, feedback
Disrepute
Leakage of confidential data
Tool availability & usefulnessAvailability UsefulnessWikis Wikis
Blogging Blogging
Social networking Instant messaging
Instant messaging Social networking
Microblogging Microblogging
Tool availability, usefulness & usageAvailability UsefulnessWikis Wikis
Blogging Blogging
Social networking Instant messaging
Instant messaging Social networking
Microblogging Microblogging
UsageSocial networking
Instant messaging
Wikis
Blogging
Microblogging
Tool availability, usefulness & usageAvailability UsefulnessWikis Wikis
Blogging Blogging
Social networking Instant messaging
Instant messaging Social networking
Microblogging Microblogging
UsageSocial networking
Instant messaging
Wikis
Blogging
Microblogging
Tool availability, usefulness & usageAvailability UsefulnessWikis Wikis
Blogging Blogging
Social networking Instant messaging
Instant messaging Social networking
Microblogging Microblogging
UsageSocial networking
Instant messaging
Wikis
Blogging
Microblogging
Tool availability, usefulness & usageAvailability UsefulnessWikis Wikis
Blogging Blogging
Social networking Instant messaging
Instant messaging Social networking
Microblogging Microblogging
UsageSocial networking
Instant messaging
Wikis
Blogging
Microblogging
Ready availability of a tool does not guarantee popularity Under-exploitation of most valuable tools? Microblogging is barely on the radar, yet consider its features…
MicrobloggingElements of social networking
End user determines source of information flow based on “social network” that he/she builds
Elements of instant messaging Interactions are brief and to the point, real time, “familiar” format
Elements of wiki Public nature of conversations encourages collaborative building of
new knowledge
Elements of blogging Microblog, with easy linking to other resources
MicrobloggingElements of social networking
End user determines source of information flow based on “social network” that he/she builds
Elements of instant messaging Interactions are brief and to the point, real time, “familiar” format
Elements of wiki Public nature of conversations encourages collaborative building of
new knowledge
Elements of blogging Microblog, with easy linking to other resources
Plus elements of conversation, providing:
1. Meta-knowledge2. Problem reformulation3. Validation4. Legitimisation
5 stages of Twitter acceptance
I think Twitter sounds stupid. Why would anyone care what other people are doing right now?
Denial
http://www.slideshare.net/minxuan/how-twitter-changed-my-life-presentation
5 stages of Twitter acceptance
I think Twitter sounds stupid. Why would anyone care what other people are doing right now?
OK, I don’t really get why people love it, but I guess I should at least create an account.Denial
Presence
http://www.slideshare.net/minxuan/how-twitter-changed-my-life-presentation
5 stages of Twitter acceptance
I think Twitter sounds stupid. Why would anyone care what other people are doing right now?
OK, I don’t really get why people love it, but I guess I should at least create an account.
I’m on Twitter and use it for pasting links to my blog posts and pointing people to my press releases.
Denial
Presence
Dumping
http://www.slideshare.net/minxuan/how-twitter-changed-my-life-presentation
5 stages of Twitter acceptance
I think Twitter sounds stupid. Why would anyone care what other people are doing right now?
OK, I don’t really get why people love it, but I guess I should at least create an account.
I’m on Twitter and use it for pasting links to my blog posts and pointing people to my press releases.
I don’t always post useful stuff, but I do use Twitter to have authentic 1x1 conversations.
Denial
Presence
Dumping
Conversinghttp://www.slideshare.net/minxuan/how-twitter-changed-my-life-presentation
5 stages of Twitter acceptance
I think Twitter sounds stupid. Why would anyone care what other people are doing right now?
OK, I don’t really get why people love it, but I guess I should at least create an account.
I’m on Twitter and use it for pasting links to my blog posts and pointing people to my press releases.
I don’t always post useful stuff, but I do use Twitter to have authentic 1x1 conversations.
Denial
Presence
Dumping
Conversinghttp://www.slideshare.net/minxuan/how-twitter-changed-my-life-presentation
I’m using Twitter to publish useful information that people read, and to converse 1x1 authentically.
Microblogging
Back to the biggest risk: “wrong” implementationChallenge of understanding changes in the environment
where social may mean business Organisational level
Lack of investment/partial investment/restricted access Lack of investment in change management
Personal level “Don’t know”/ “neutral”/caution Consider your own forays into social computing
Work/social conversation Accounts and identities
Microblogging issue today parallels e-mail 15-20 years ago?
… and parallels with the telephoneIllustrated with this clip from Topsy Turvy
http://www.youtube.com/watch?v=7z9cpzz6Cp0
Implications for information and knowledge management professionals
Explore the value of social computing Sell “right” message on value to the organisation Play an active role in implementation planning
Choice of tools Management of roll-out Design of governance guidelines
Become mediators in social computing business environments Explore microblogging
More Gilbert & SullivanScottish Falsetto Sock Puppet Theatre explore
Facebook: our final conference treathttp://www.youtube.com/watch?v=x7RrHXNyONc
With thanks to Kev Sutherland
When social means business: the potential of social computing tools to support collaborative work as part of
the organisational information infrastructure
Dr Hazel HallReader in Social InformaticsCentre for Social Informatics
School of ComputingEdinburgh Napier University