Hazel Hall's invited keynote paper presented at Internet Librarian International, London, 13-15 October 2010. The content of this paper was developed into a journal article accessible from http://hazelhall.org/?attachment_id=105.

1. Keynote, Friday 15th October 2010
Getting real about social media
Dr Hazel Hall
Director – Centre for Social Informatics
Institute of Informatics & Digital Innovation
Edinburgh Napier University

7. @hazel
@hazel
h
h

8. 1. Context of “realities”

9. Recognise that “What aren’t we
Recognise that “What aren’t we
going to do?” is as important as
going to do?” is as important as
“What we are going to do?”
“What we are going to do?”

10. Social media tools are not
Social media tools are not
an alternative to real life,
an alternative to real life,
they are part of it.
they are part of it.
(Shirky, Cognitive surplus,
(Shirky, Cognitive surplus,
2010, p. 37)
2010, p. 37)
http://www.bite.ca/bitedaily/2010/07/social-media-monopoly-board-game/
http://www.bite.ca/bitedaily/2010/07/social-media-monopoly-board-game/

11. Social media tells me that my sister
Social media tells me that my sister
caught this salmon last Friday when
caught this salmon last Friday when
fishing on the River Tyne with my
fishing on the River Tyne with my
father…
father…
… and the important dates for EBLIP6, what’s happening
… and the important dates for EBLIP6, what’s happening
at SLA, who is in charge at the BL, how much it costs to
at SLA, who is in charge at the BL, how much it costs to
join the LIS Research Coalition, the name of the new
join the LIS Research Coalition, the name of the new
professionals’ network, where to find someone on the
professionals’ network, where to find someone on the
train that II would like to meet, when a friend’s baby is
train that would like to meet, when a friend’s baby is
born, and when a colleague has died.
born, and when a colleague has died.

12. Social media are aggregators
Social media are aggregators
of people (not data alone, not
of people (not data alone, not
information alone): their lives,
information alone): their lives,
their experiences…
their experiences…

13. Social media are aggregators
Social media are aggregators
of people (not data alone, not
of people (not data alone, not
information alone): their lives,
information alone): their lives,
their experiences… … and this includes librarians,
… and this includes librarians,
their experiences…
working (generally) within
working (generally) within
institutions, with their users.
institutions, with their users.

14. Good at this!
Good at this!

15. Good at this!
Good at this!
and this!
and this!

16. Good at this!
Good at this!
and this!
and this!
i.e. extensions to existing
i.e. extensions to existing
practice facilitated by social
practice facilitated by social
media: we are information
media: we are information
professionals
professionals

17. But what about
But what about
this?
this?

18. But what about
But what about
this?
this?
To what extent are we
To what extent are we
genuinely engaging with library
genuinely engaging with library
stakeholder communities in a
stakeholder communities in a
participatory, collaborative
participatory, collaborative
fashion?
fashion?

19. But what about
But what about
this?
this?
To what extent are we
To what extent are we
genuinely engaging with library
genuinely engaging with library
stakeholder communities in a
stakeholder communities in a
participatory, collaborative
participatory, collaborative
fashion?
fashion?
How can we fully exploit the
How can we fully exploit the
potential of social media by
potential of social media by
involving users in services
involving users in services
delivery?
delivery?

20. Keynote key points
(a) Social media currently provide additional platforms
for “traditional” information delivery

21. Keynote key points
(a) Social media currently provide additional platforms
for “traditional” information delivery
(b) Examples of sophisticated personal professional
applications of social media demonstrate potential for
further innovation in services

22. Keynote key points
(a) Social media currently provide additional platforms
for “traditional” information delivery
(b) Examples of sophisticated personal professional
applications of social media demonstrate potential for
further innovation in services
(c) How we conceive relationships – between tools,
information professionals, end users - will determine
the boundaries of service innovation

23. 2. Basis of line of argument:
formal research and informal
conversation

24. Twitter
Twitter
Blogging
Blogging

25. Blogs, wikis, social
Blogs, wikis, social
networking, IM,
networking, IM,
microblogging
microblogging

26. Conversation
Conversation

27. #EdCM discusses implementation of social
#EdCM discusses implementation of social
media. Members from various backgrounds:
media. Members from various backgrounds:
new knowledge is created at boundaries.
new knowledge is created at boundaries.
Long-term impacts difficult to predict.
Long-term impacts difficult to predict.

28. 3. Recognition of social media as
(just another) technology
implementation

29. Unintended uses: telephones, photocopiers…
Unintended uses: telephones, photocopiers…

30. Consequences of 500 years of
Consequences of 500 years of
printing in the West still not fully
printing in the West still not fully
understood, e.g. recent discussion
understood, e.g. recent discussion
of “Gutenberg parenthesis”:
of “Gutenberg parenthesis”:
codification is accidental blip (so
codification is accidental blip (so
that’s why those KM projects
that’s why those KM projects
were sub-optimal...)
were sub-optimal...)

31. Wikipedia as site of breaking news
Wikipedia as site of breaking news

32. Microblogging = blogging small
Microblogging = blogging small
(trivial) messages?
(trivial) messages?

33. X
Microblogging = blogging small
Microblogging = blogging small
(trivial) messages?
(trivial) messages?

34. Hall, H. (2009). When social means business: the potential of social computing tools to support
collaborative work as part of the organisational information infrastructure. Invited keynote
paper presented at Innovation in e-information, Manchester 16-17 June 2009.

35. MICROBLOGGING
MICROBLOGGING
I’m using Twitter to publish
I’m using Twitter to publish
useful information that
useful information that
people read, and to converse
people read, and to converse
1x1 authentically.
1x1 authentically.
Hall, H. (2009). When social means business: the potential of social computing tools to support
collaborative work as part of the organisational information infrastructure. Invited keynote
paper presented at Innovation in e-information, Manchester 16-17 June 2009.

36. Detailed sociotechnical studies of
Detailed sociotechnical studies of
technology implementations
technology implementations
demonstrate multiple, unexpected, roles
demonstrate multiple, unexpected, roles
that are context-dependent and subject
that are context-dependent and subject
to user “bricolage”
to user “bricolage”
For example, initial
For example, initial
implementation as “pet
implementation as “pet
project”
project”

37. … as status symbol
… as status symbol
… as 2-directional
… as 2-directional
… as measurement tool
… as measurement tool
career ladder
career ladder
… as corporate focus
… as corporate focus

38. .. or in this case, a tool for
.. or in this case, a tool for
knowledge sharing (or not)
knowledge sharing (or not)

39. Also seen in context of
Also seen in context of
individual Twitter profiles
individual Twitter profiles

40. @JISC 348
@JISC 348
@CILIPInfo 151
@CILIPInfo 151
@LISResearch 111
@LISResearch 111

41. Misnomers: if Twitter is a media
Misnomers: if Twitter is a media
that is social, why do all these
that is social, why do all these
people come to #EdCM Friday
people come to #EdCM Friday
mornings at 08:00am?
mornings at 08:00am?

42. For the same reasons that we
For the same reasons that we
still carve messages on stones,
still carve messages on stones,
craft letters in ink etc: because
craft letters in ink etc: because
basic human needs and
basic human needs and
behaviours are more constant
behaviours are more constant
than distracting “movement”
than distracting “movement”
generated by new technology
generated by new technology

43. Characteristics of social media
(a) Functions will extend beyond initial conception
(b) Function is in the eye of the beholder
(c) “Social” as misnomer, social element of tools varies
(d) Need to consider potential against context of
enduring human behaviours

44. 4. Social media for personal
professional purposes: examples
and value of sophisticated
deployment

45. Use social media for collaborative
Use social media for collaborative
project work and learning: wikis,
project work and learning: wikis,
blogs, instant messaging, online
blogs, instant messaging, online
tweet-ups
tweet-ups

46. Use social media for staff
Use social media for staff
development: participation in
development: participation in
amplified events
amplified events

47. Use social media for efficiency
Use social media for efficiency
at work: unshackling from e-
at work: unshackling from e-
mail lists in favour of Twitter
mail lists in favour of Twitter
feeds
feeds

48. Use social media
Use social media
for profile raising:
for profile raising:
tweeting, blogging
tweeting, blogging

49. Experiment beyond the “brand
Experiment beyond the “brand
name” tools
name” tools

50. Use social media
Use social media
to peer review
to peer review
work (amongst
work (amongst
other things)
other things)

51. Snap shot of 2010 research
Snap shot of 2010 research
project on Twitter revealed
project on Twitter revealed
pockets of sophisticated
pockets of sophisticated
deployment of social media
deployment of social media
for personal professional use,
for personal professional use,
e.g. use of lists, third party
e.g. use of lists, third party
applications, strategic
applications, strategic
following etc.  value
following etc.  value

52. 5. Social media for library services
delivery: examples

53. Lots of examples
Lots of examples
available
available

54. Use social media for
Use social media for
marketing/PR: Facebook,
marketing/PR: Facebook,
Twitter, blogs
Twitter, blogs

55. Use social media for information
Use social media for information
discovery and access, subject
discovery and access, subject
guides: social book marking, blogs
guides: social book marking, blogs

56. Use social media for
Use social media for
training/teaching:
training/teaching:
YouTube videos,
YouTube videos,
podcasts
podcasts

57. Use social media for
Use social media for
virtual reference:
virtual reference:
instant messaging,
instant messaging,
chat
chat

58. Use social media for news and
Use social media for news and
current awareness: Twitter and
current awareness: Twitter and
blogs – events, new resources,
blogs – events, new resources,
opening hours, popular titles
opening hours, popular titles
(“twinforming”)
(“twinforming”)

59. Snap shots here reveal social
Snap shots here reveal social
media used largely to deliver
media used largely to deliver
same services in a different
same services in a different
way (sometimes at level of
way (sometimes at level of
whole institution) but where
whole institution) but where
is user participation, as
is user participation, as
opposed to consumption?
opposed to consumption?

60. Use social media to build upon
Use social media to build upon
“traditional” services delivery
“traditional” services delivery

61. Use social media for
Use social media for
new forms of
new forms of
interaction for broad
interaction for broad
purposes
purposes

62. 7. We are all part of the reality:
develop our users, develop
ourselves
Users consume  connect  canvas  communicate  comment 
commentate  contribute  collaborate
(See Umar Ruhi, PhD 2010: http://www.umar.biz)
We steward  we accept flux & beta  we collaborate

63. Tactics vary: coordinated,
Tactics vary: coordinated,
“conventional” action
“conventional” action
amongst large groups
amongst large groups
versus irregular practice in
versus irregular practice in
small, networked cells
small, networked cells

64. Develop stakeholder
Develop stakeholder
participation: lead
participation: lead
communities & user-
communities & user-
generated services,
generated services,
client self-support
client self-support
They are here!
They are here! and here – with mobiles and wireless
and here – with mobiles and wireless

65. Student support
Student support
example in Yammer:
example in Yammer:
they did it because it
they did it because it
was useful, because
was useful, because
humans like making
humans like making
and sharing things
and sharing things

66. New links to user-
New links to user-
generated services
generated services
planned
planned

67. @LISResearch might be
@LISResearch might be
advised to follow its
advised to follow its
follower community:
follower community:
increase peripheral
increase peripheral
vision, understanding of
vision, understanding of
context
context

68. @LISResearch at least
@LISResearch at least
follows “core” followers
follows “core” followers
through #LISRC10 list
through #LISRC10 list

69. 4,861 is over
4,861 is over
Interact with
Interact with
double the follow
double the follow
users in their
users in their
figure on Twitter
figure on Twitter
“home” social
“home” social
media space
media space

70. Distinguish between
Distinguish between
corporate identity (often the
corporate identity (often the
royal “we”), individual
royal “we”), individual
professional work identity,
professional work identity,
and personal identity in social
and personal identity in social
media applications
media applications
The identity fix
… at least to avoid sounding
… at least to avoid sounding
daft, but also to protect from
daft, but also to protect from
reputational risk
reputational risk

71. Develop through
Develop through
harnessing the
harnessing the
network: crowd-
network: crowd-
sourced queries
sourced queries

72. Follow the
Follow the
examples of others
examples of others

73. Engage in new
Engage in new
forms of
forms of
professional
professional
organisation
organisation

74. Consider how tools
Consider how tools
deployed for one purpose
deployed for one purpose
may have value in another
may have value in another
context
context
Induction games?
Induction games?
Hints and tips for users?
Hints and tips for users?
Prizes for the library
Prizes for the library
mayors?
mayors?

75. Biggest risk?
Biggest risk?

76. 8. Getting real

77. Use social media for information
Use social media for information Use social media to build upon
Use social media to build upon
discovery and access, subject
discovery and access, subject “traditional” services delivery
“traditional” services delivery
guides: social book marking, blogs
guides: social book marking, blogs
Use social media for collaborative
Use social media for collaborative
Use social media for
Use social media for
project work and learning: wikis,
project work and learning: wikis,
training/teaching:
training/teaching:
blogs, instant messaging, online
blogs, instant messaging, online
YouTube videos,
YouTube videos,
tweet-ups
tweet-ups
podcasts
podcasts
Use social media
Use social media Use social media for news and
Use social media for news and Use social media for
Use social media for
to peer review of
to peer review of current awareness: Twitter and
current awareness: Twitter and new forms of
new forms of
work (amongst
work (amongst blogs – events, new resources,
blogs – events, new resources, interaction for broad
interaction for broad
other things)
other things) opening hours, popular titles
opening hours, popular titles purposes
purposes
(“twinforming”)
(“twinforming”)
Use social media for
Use social media for Use social media
Use social media
virtual reference:
virtual reference: Use social media for staff
Use social media for staff for profile raising:
for profile raising:
instant messaging,
instant messaging, development: participation in
development: participation in tweeting, blogging
tweeting, blogging
chat
chat amplified events
amplified events
Use social media for
Use social media for
marketing/PR: Facebook,
marketing/PR: Facebook,
Twitter, blogs
Twitter, blogs

78. Use social media for information
Use social media for information Use social media to build upon
Use social media to build upon
discovery and access, subject
discovery and access, subject “traditional” services delivery
“traditional” services delivery
guides: social book marking, blogs
guides: social book marking, blogs
Use social media for collaborative
Use social media for collaborative
Use social media for
Use social media for
project work and learning: wikis,
project work and learning: wikis,
training/teaching:
training/teaching:
blogs, instant messaging, online
blogs, instant messaging, online
YouTube videos,
YouTube videos,
Deploy social media tools as
podcasts
podcasts
tweet-ups
tweet-ups
additional platforms for
Use social media for news and
Use social media for news and
Use social media “traditional” information
Use social media Use social media for
Use social media for
to peer review of
to peer review of current awareness: Twitter and new forms of
current awareness: Twitter and new forms of
work (amongst services delivery, and beyond
work (amongst blogs – events, new resources,
blogs – events, new resources, interaction for broad
interaction for broad
other things)
other things) opening hours, popular titles
opening hours, popular titles purposes
purposes
(“twinforming”)
(“twinforming”)
Use social media for
Use social media for Use social media
Use social media
virtual reference:
virtual reference: Use social media for staff
Use social media for staff for profile raising:
for profile raising:
instant messaging,
instant messaging, development: participation in
development: participation in tweeting, blogging
tweeting, blogging
chat
chat amplified events
amplified events
Use social media for
Use social media for
marketing/PR: Facebook,
marketing/PR: Facebook,
Twitter, blogs
Twitter, blogs

79. Experiment beyond the “brand
Experiment beyond the “brand Distinguish between
Distinguish between
name” tools
name” tools corporate identity (often the
corporate identity (often the
royal “we”), individual
royal “we”), individual
Recognise that “What aren’t we
Recognise that “What aren’t we professional work identity,
professional work identity,
going to do?” is as important as
going to do?” is as important as and personal identity in social
and personal identity in social
“What we are going to do?”
“What we are going to do?” media applications
media applications
Consider how tools
Consider how tools Develop stakeholder
Develop stakeholder
deployed for one purpose
deployed for one purpose participation: lead
participation: lead
may have value in another
may have value in another communities & user-
communities & user-
context
context generated services,
generated services,
client self-support
client self-support
Follow the
Follow the Interact with
Interact with
examples of others
examples of others users in their
users in their
“home” social
“home” social
Develop through
Develop through Engage in new
Engage in new media space
media space
harnessing the
harnessing the forms of
forms of
network: crowd-
network: crowd- professional
professional
sourced queries
sourced queries organisation
organisation

80. Experiment beyond the “brand
Experiment beyond the “brand Distinguish between
Distinguish between
name” tools
name” tools corporate identity (often the
corporate identity (often the
royal “we”), individual
royal “we”), individual
Recognise that “What aren’t we
Recognise that “What aren’t we professional work identity,
professional work identity,
going to do?” is as important as
going to do?” is as important as and personal identity in social
and personal identity in social
“What we are going to do?”
“What we are going to do?” media applications
media applications
Consider how tools
Consider how tools Develop stakeholder
Develop stakeholder
deployed for one purpose
deployed for one purpose
(Practitioners + tools) + (users + tools) = reality
may have value in another
may have value in another
participation: lead
participation: lead
communities & user-
communities & user-
context
context generated services,
generated services,
client self-support
client self-support
Follow the
Follow the Interact with
Interact with
examples of others
examples of others users in their
users in their
“home” social
“home” social
Develop through
Develop through Engage in new
Engage in new media space
media space
harnessing the
harnessing the forms of
forms of
network: crowd-
network: crowd- professional
professional
sourced queries
sourced queries organisation
organisation

81. Keynote key points
(a) Social media currently provide additional platforms
for “traditional” information delivery
(b) Examples of sophisticated personal professional
applications of social media demonstrate potential for
further innovation in services
(c) How we conceive relationships – between tools,
information professionals, end users - will determine
the boundaries of service innovation

82. Keynote, Friday 15th October 2010
Getting real about social media
Dr Hazel Hall
@hazelh, h.hall@napier.ac.uk,