When social means business: the potential of social computing tools to support collaborative work as part of the organisational information infrastructure
Hazel Hall's invited keynote paper presented at Innovation in e-information, Manchester 16-17 June 2009. This presentation draws on the project work discussed in the report at: http://drhazelhall.files.wordpress.com/2013/01/soc_comp_proj_rep_public_2008.pdf.
Measures of Dispersion and Variability: Range, QD, AD and SD
When social means business: the potential of social computing tools to support collaborative work as part of the organisational information infrastructure
1. When social means business: the
potential of social computing tools to
support collaborative work as part of
the organisational information
infrastructure
Dr Hazel Hall
Reader in Social Informatics
Centre for Social Informatics
School of Computing
Edinburgh Napier University
2. Room demographics
Who uses what for purposes of collaborative work?
Blogs?
Wikis?
Social networking?
Instant messaging?
Microblogging?
3. Purposes of the TFPL-Napier study
Establish 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
4. Focus on social computing tools
Establish 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
5. Focus on collaborative work purposes
Establish 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
6. Focus on perceptions of I&KM community
Establish 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
7. Research focus 1: scale of implementation
Organisational 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
8. Research foci 2 & 3: opportunity & risk
Anticipated & actual, feared & realised (literature review)
Themes Opportunities Risks
Productivity Improved productivity Time-wasting
through increased
collaboration
Practices Enhanced IM practice Erosion of IM practice, e.g.
archiving & accessing
exchanges, compromised
security
Behaviours Positive cultural change Antisocial behaviour, e.g.
bullying
9. Research activities: 12 weeks 2008
Weeks 1-2 Weeks 3-8 Weeks 8-12 Weeks 10-12
Literature Design of data collection Data analysis Writing up
reviewing tools and data collection
Preface to Web-based survey Quantitative – Excel 14,500 word
study Focus groups Qualitative - manual report
Interviews
10. Hazel Hall and Shooresh
Focus group held at Golzari based at Napier in
IDOX offices in Glasgow Edinburgh
(31/07/08)
Respondents to web- Melanie Goody and Belinda
based survey (07- Blaswick based at TFPL in
14/07/08) and London
participants in telephone
interviews (28/07 Focus group held at
-01/08/08) based across IDOX/TFPL offices in London
the UK (23/07/08)
11. Data subjects
Population
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
12. Study contributions
Data set Data derived from Number of
contributions
1 Web-based survey 57 Survey majority
from public sector
2 London focus group 13 organisations.
Organisation size =
3 Glasgow focus group 12
median 725
employees.
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 .
13. Data collected, recorded & analysed
Set Data collected Recording and analysis
1 Tool uptake within organisation; Excel for analysis of quantitative data.
governance of tools; attitudes to Qualitative data coded up and analysed
opportunity and risk; challenges; manually.
demographic data
2&3 Participant reactions to, and Recorded as Word files and content
discussions of, preliminary results integrated into report under main themes as
of web-based survey. 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 Recorded as Word files and content
implementation: as executed, integrated into report under main themes as
planned or not yet undertaken derived from analysis of survey data.
14. Uptake of social computing for
collaborative work
Range in levels of adoption
Sophisticated implementations
with integrated “consumer” &
licensed applications
Non-provision
15. Uptake of social computing for
collaborative work
Range in levels of adoption
Sophisticated implementations
with integrated “consumer” &
licensed applications
Sense that the study came “too early”
Sense that the study came “too early”
High number of “don’t know” and “neutral”
High number of “don’t know” and “neutral”
responses to survey questions
responses to survey questions
Two thirds of respondents who provided additional
Two thirds of respondents who provided additional
free text comments at end of survey noted that the
free text comments at end of survey noted that the
impacts of social computing were yet to be felt
impacts of social computing were yet to be felt
Interviewees were cautious in drawing firm
Interviewees were cautious in drawing firm
conclusions
conclusions
Non-provision
17. Access and encouragement
Public sector
Public sector
Higher levels of access and
Higher levels of access and
encouragement
encouragement
Private sector
Private sector
Greater levels of actual usage
Greater levels of actual usage
Restricted use
Restricted use
Reported by 24% survey
Reported by 24% survey
respondents
respondents
Change management
Change management
investment concerns
investment concerns
Even/especially in cases of high
Even/especially in cases of high
financial outlay
financial outlay
18. Enthusiasm amongst IM and KM staff
Levels 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
20. 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
Like most things it’s about cultural change. A
tool (however clever) can be used well/badly.
tool (however clever) can be used well/badly.
Therefore usual considerations apply around
Therefore usual considerations apply around
what purpose does it serve, selling it to the
what purpose does it serve, selling it to the
business, understanding business
business, understanding business
benefits/risks, giving staff skills to use [it/them]
benefits/risks, giving staff skills to use [it/them]
properly, providing standards and guidance
properly, providing standards and guidance
around use, encouraging good practice.
around use, encouraging good practice.
21. Less prominent risks
IM 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)
22. Top tools for IM and KM professionals
Rank Tool Opportunities Risks posed
1 Wikis Information sharing Information quality in
terms of wiki accuracy;
IM practice
Leakage of confidential
Productivity data
2 Blogs Connecting individuals & groups, e.g. Disrepute
unite separated team members
Leakage of confidential
Widening communication channels to data
large audiences, e.g. promotion of
work, opening up of conversations,
feedback
24. Tool availability, usefulness & usage
Availability Usefulness Usage
Wikis Wikis Social networking
Blogging Blogging Instant messaging
Social networking Instant messaging Wikis
Instant messaging Social networking Blogging
Microblogging Microblogging Microblogging
25. Tool availability, usefulness & usage
Availability Usefulness Usage
Wikis Wikis Social networking
Blogging Blogging Instant messaging
Social networking Instant messaging Wikis
Instant messaging Social networking Blogging
Microblogging Microblogging Microblogging
26. Tool availability, usefulness & usage
Availability Usefulness Usage
Wikis Wikis Social networking
Blogging Blogging Instant messaging
Social networking Instant messaging Wikis
Instant messaging Social networking Blogging
Microblogging Microblogging Microblogging
27. Tool availability, usefulness & usage
Availability Usefulness Usage
Wikis Wikis Social networking
Blogging Blogging Instant messaging
Social networking Instant messaging Wikis
Instant messaging Social networking Blogging
Microblogging Microblogging 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…
28. Microblogging
Elements 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
29. Microblogging
Elements of social networking
End user determines source of information flow based on “social
Plus elements of
network” that Plus elements of
he/she builds
conversation, providing:
conversation, providing:
Elements of instant messaging
1. Meta-knowledge
1. brief and to the
Interactions are Meta-knowledge point, real time, “familiar” format
2. Problem reformulation
2. Problem reformulation
Elements of wiki Validation
3. Validation
3.
4. Legitimisation
Public nature 4. Legitimisation encourages collaborative building of
of conversations
new knowledge
Elements of blogging
Microblog, with easy linking to other resources
30. 5 stages of Twitter acceptance
http://www.slideshare.net/minxuan/how-
twitter-changed-my-life-presentation
Denial
II think Twitter sounds stupid.
think Twitter sounds stupid.
Why would anyone care
Why would anyone care
what other people are doing
what other people are doing
right now?
right now?
31. 5 stages of Twitter acceptance
http://www.slideshare.net/minxuan/how-
twitter-changed-my-life-presentation
Presence
OK, II don’t really get why
OK, don’t really get why
people love it, but II guess
people love it, but guess
Denial II should at least create an
should at least create an
account.
account.
II think Twitter sounds stupid.
think Twitter sounds stupid.
Why would anyone care
Why would anyone care
what other people are doing
what other people are doing
right now?
right now?
32. 5 stages of Twitter acceptance
http://www.slideshare.net/minxuan/how-
twitter-changed-my-life-presentation
Dumping
I’m on Twitter and use it for
I’m on Twitter and use it for
pasting links to my blog
pasting links to my blog
posts and pointing people to
posts and pointing people to
Presence my press releases.
my press releases.
OK, II don’t really get why
OK, don’t really get why
people love it, but II guess
people love it, but guess
Denial II should at least create an
should at least create an
account.
account.
II think Twitter sounds stupid.
think Twitter sounds stupid.
Why would anyone care
Why would anyone care
what other people are doing
what other people are doing
right now?
right now?
33. 5 stages of Twitter acceptance
http://www.slideshare.net/minxuan/how-
twitter-changed-my-life-presentation Conversing
II don’t always post useful
don’t always post useful
stuff, but II do use Twitter to
stuff, but do use Twitter to
have authentic 1x1
have authentic 1x1
Dumping conversations.
conversations.
I’m on Twitter and use it for
I’m on Twitter and use it for
pasting links to my blog
pasting links to my blog
posts and pointing people to
posts and pointing people to
Presence my press releases.
my press releases.
OK, II don’t really get why
OK, don’t really get why
people love it, but II guess
people love it, but guess
Denial II should at least create an
should at least create an
account.
account.
II think Twitter sounds stupid.
think Twitter sounds stupid.
Why would anyone care
Why would anyone care
what other people are doing
what other people are doing
right now?
right now?
34. 5 stages of Twitter acceptance
http://www.slideshare.net/minxuan/how-
twitter-changed-my-life-presentation Conversing
Microblogging II don’t always post useful
don’t always post useful
stuff, but II do use Twitter to
stuff, but do use Twitter to
have authentic 1x1
have authentic 1x1
Dumping conversations.
conversations.
I’m using Twitter to publish
I’m using Twitter to publish
I’m on Twitter and use it for
I’m on Twitter and use it for
useful information that
useful information that
pasting links to my blog
pasting links to my blog
posts and pointing people to
Presenceread, and to posts and pointing people to
people read, and to
people my press releases.
my press releases.
OK, II don’t really1x1 authentically.
conversebutget why
OK, don’t really why
conversebutgetguess
people love it,
people love it,
1x1 authentically.
II guess
Denial II should at least create an
should at least create an
account.
account.
II think Twitter sounds stupid.
think Twitter sounds stupid.
Why would anyone care
Why would anyone care
what other people are doing
what other people are doing
right now?
right now?
35. Back to the biggest risk: “wrong”
implementation
Challenge 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?
36. … and parallels with the telephone
Illustrated with this clip from Topsy Turvy
http://www.youtube.com/watch?v=7z9cpzz6Cp0
37. 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
38. More Gilbert & Sullivan
Scottish Falsetto Sock Puppet Theatre explore
Facebook: our final conference treat
http://www.youtube.com/watch?v=x7RrHXNyONc
With thanks to Kev Sutherland
39. When social means business: the
potential of social computing tools to
support collaborative work as part of
the organisational information
infrastructure
Dr Hazel Hall
Reader in Social Informatics
Centre for Social Informatics
School of Computing
Edinburgh Napier University