A centre of expertise in digital information management 1 A Risks and Opportunities Framework For Exploiting Social Web Services

A centre of expertise in digital information management

www.ukoln.ac.uk

1

A Risks and Opportunities Framework For Exploiting Social Web Services


www.ukoln.ac.uk

A Risks and Opportunities Framework For Exploiting Social Web Services

Brian KellyUKOLNUniversity of BathBath, UK

UKOLN is supported by:This work is licensed under a Attribution-NonCommercial-ShareAlike 2.0 licence (but note caveat)

Resources bookmarked: ‘best-practice-models-2011' tag Resources bookmarked: ‘best-practice-models-2011' tag

http://www.ukoln.ac.uk/web-focus/events/online/best-practice-models-2011/http://www.ukoln.ac.uk/web-focus/events/online/best-practice-models-2011/

Email:[email protected]

Twitter:http://twitter.com/briankelly/

Blog:http://ukwebfocus.wordpress.com/

AboutThis talk describes a risks and opportunities framework which is intended to document possible risks in using social Web services and risk minimisation strategies.

AboutThis talk describes a risks and opportunities framework which is intended to document possible risks in using social Web services and risk minimisation strategies.


www.ukoln.ac.uk

3

Opportunities & ChallengesOpportunities & Challenges


www.ukoln.ac.uk

4

Web2MemeMap, Tim O’Reilly, 2005

Characteristics Of Web 2.0

• Network as platform• Benefits of scale • Social Web• Clean URIs• Remix and mash-ups

Syndication (RSS)• Architecture of participation

Blogs & wikis Social networking,

tagging & sharing• Trust and openness






Web 2.0

A Non-technical Perspective on Web 2.0

It’s not just about the technological aspects, it’s about rethinking ownership and use of services and content


www.ukoln.ac.uk

5

Web2MemeMap, Tim O’Reilly, 2005











Web 2.0

A Non-technical Perspective on Web 2.0

It’s not just about the technological aspects, it’s about rethinking ownership and use of services and content

Are these features or bugs?!


www.ukoln.ac.uk

6

It’s About The Individual!

How do you relate to a world in which the focus of the Social Web is the individual. Challenges posed:

• ‘It’s my space’• ‘Sustainability• Privacy• Editorial control• Branding• …

How do you relate to a world in which the focus of the Social Web is the individual. Challenges posed:

• ‘It’s my space’• ‘Sustainability• Privacy• Editorial control• Branding• …


www.ukoln.ac.uk

Why Use the Social Web?

7 http://www.flickr.com/photos/quelsaa/2080736454/sizes/o/


www.ukoln.ac.uk

8


www.ukoln.ac.uk

Facing The Challenges

We have:• Been early adopters• Identified benefits• Carried out advocacy work

We now:• Wish to embed approaches widely• Engage with wider group of stakeholders• Understand and address legitimate

concerns

9


www.ukoln.ac.uk

Facing The Challenges

We have:• Been early adopters• Identified benefits• Carried out advocacy work

We now:• Wish to embed approaches widely• Engage with wider group of stakeholders• Understand and address legitimate

concerns

10

I’ve paid £9K for this course & the service has stopped working.

I’ll sue!


www.ukoln.ac.uk

Risks and IWMW 2006

Risk assessment approach initially developed for IWMW 2006

11

Risk Management


www.ukoln.ac.uk

Risks and IWMW 2006

Summary of the risks

12

Risk Management


www.ukoln.ac.uk

Risks and IWMW 2006

There are also risks in doing nothing

13

Risk Management


www.ukoln.ac.uk

Copyright Risks

R = A x B x C x Dwhere

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.

14

Note this is a device aimed at providing a new way of looking at copyright issuesNote this is a device aimed at providing a new way of looking at copyright issues


www.ukoln.ac.uk

Legal RisksFactors 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?

15


www.ukoln.ac.uk

Reducing the Legal RisksApproaches:

• Have clear and robust notice and take down policies

• Have procedures with a clear address given for complaints

16

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

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


www.ukoln.ac.uk

17

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

IntendedPurpose

Benefits

Risks

Missed Opps.

Costs

RiskMInimisation

Evidence


www.ukoln.ac.uk

18

Biases

Subjective factors

Towards a Framework


IntendedPurpose

Benefits

Risks

Missed Opps.

Costs

• Application to existing services

• Application to in-house development

• …

RiskMInimisation

Evidence


www.ukoln.ac.uk

19

Biases

Subjective factors

Towards a Framework


IntendedPurpose

Benefits

Risks

Missed Opps.

Costs

• Sharing experiences

• Learning from successes& failures

• Tackling biases• …

• Application to existing services

• Application to in-house development

• …

RiskMInimisation

Evidence


www.ukoln.ac.uk

Considering All Stakeholders

Jane Seale developed a stakeholder model for accessibility of learning resources

This can be applied more widely:

• Who are your main stakeholders?

• What are their concerns?• How do you address their

concerns?

20

Accessible design is a challenge which may require risk management approaches


www.ukoln.ac.uk

21

Using The Framework

Use of approach in two scenarios: use of Twitter & FacebookUse of approach in two scenarios: use of Twitter & Facebook

IntendedPurpose

Benefits

Risks

Missed Opps.

Costs

RiskMInimisation

Evidence

Example is based on personal and institutional uses of Social Web services

Communitysupport

Rapid feedback

Policies

Low?

Twitter for individuals

Marketing, community


www.ukoln.ac.uk

22

Using The Framework

Organisational Fb page

Marketing events,…

Large audiences

Ownership, privacy, lock-in, effort

Marketing opportunities

Low?

Use of approach in two scenarios: use of Twitter & FacebookUse of approach in two scenarios: use of Twitter & Facebook

IntendedPurpose

Benefits

Risks

Missed Opps.

Costs

RiskMInimisation

Evidence

Workflow

Communitysupport

Rapid feedback

Policies

Low?

Twitter for individuals

Marketing, community


www.ukoln.ac.uk

Using The Framework

23

Template for the framework.


www.ukoln.ac.uk

24

Storm arrives for Google: loss of access to Gmail for some users on 28 Feb 2011 for a few days


www.ukoln.ac.uk

25

Storm arrives at Bath Uni: loss of access to email for all users on 28 Feb 2011 for over a week


www.ukoln.ac.uk

Discussion

Some thoughts:• Do we need to adopt a risk assessment &

management approach?• Is this approach suitable?• How can it be implemented?• What issues would you like to raise?

26


www.ukoln.ac.uk

27

The future is exciting - but organisations will need to address the challenges.

Conclusions

Acknowledgments to Michael Edson for the Web Tech Guy and Angry Staff Person post / comic strip


www.ukoln.ac.uk

28

The future is exciting - but organisations will need to address the challenges.

Conclusions



www.ukoln.ac.uk

29

The future is exciting - but organisations will need to address the risks!

Conclusions


Documents

A centre of expertise in digital information management 1 A Risks and Opportunities Framework For Exploiting Social Web Services