Social Media Workshop

Kathy Phelan and Roger Dunbar

Social media workshop – the big picture

Getting online in Australia

50% of online Australians access the Internet via a mobile device (Nielsen, 2011)

80%of online Australians use social networking sites (comScore, 2011)

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Principals and school leaders technology usage on a daily basis - 99% email, 88% internet and 58% smart phone (Principals Australia Inc., 2011)

Social media tools that are integrated into classroom teaching (Mitchell, 2011)• YouTube-53%ofteachers• Email-50%• Wikipedia-31%• Moodle-17%• Bookmarkingsites-8%• Twitter,Skype&Facebook-3%

In this study specialist science teachers made up 50% of the totalrespondents, with the remainder being generalist teachers, specialists in other areas, administrators and academics.

Educationleadershipuse


Global trends

Technology Infrastructure Content Privacy & SecurityMobile devices Cloud computing Digital curation Data = $$$


Theuptakeoftabletsisrisingatarapidrate.

Thedesktopcomputerwillbeathingofthepastin4years.

Tablets


CloudCloud computing is driving this growth, 60% of server workloads will bevirtualisedby2014.


Digital curation is being driven by people’s need for self expression andpersonalisation.

Hottest examples:Tumblr–visualblogplatform.Thefastestgrowingsocialmediaplatformglobally, surpassing 10 billion posts and 29 million blogs to date.

Pinterest–contentcurationplatform.Dailyusershavegrown145%sincethebeginning of 2012 with 12 million visitors a month.

Delicious – social bookmarking.

Digital curation


People share where they are, what they are doing and what they aregoingtodo.Thisdataisvaluable,tradedinthemarketasacommodity.

95%ofstudentsinyears7to10usesocialnetworkingsites(Monash University, 2011).

Privacy and data security


Video: Tumblr meet-up at Federation Square 2011


Video: Social media technologies changing the world - University 2.0, SebastianThrunattheDLDConferenceinMunich(Jan2012)


Video: Rob Gell - the weather man that predicts a change in the forecast

Butjusthowusefulandhardisitgoing to be for me?


What does the future hold?

Interactive TV - put yourself in the narrative

Multiple screens

The rise of the ecosystem and seamless transitions from one ecosystem to another

Consolidation – one-stop shops

Q A&


Roger DunbarStern School of BusinessNew York University

DesigningOrganizing

Learning

Designers divide a task into component partsDesigners then develop an integration process to link the parts to achieve a desired outcomeIf an outcome requires predictable action, use rules, routines, standards, heuristicsIf an outcome requires flexibility, use interaction, meetings, discussions, liaisonsThe design issue: how to support appropriate predictability and flexibility in a process

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The Process

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Learning in Organizations

At one level, organizations are process tools At another level, organizational arenas are where people can act out just about anythingManagers often assess things with criteria different from those designed into processesHow can one deal with multiple assessment criteria?Ideal answer: Focus on original design criteria

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ManagersManagers act based on their experience and education and their interpretations are based on the categories and structures they knowManagerial interpretations are usually short-term, dealing with current issuesAs interpretations are out-of-line with task performance, performance will be hurt

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Hierarchical organizations want top-down transparency so that those at the top feel they are in control In seeking “their way” top managers work hard and alienate those further downRole-holders may support performance goals e.g., educationperformance, but they are keenly aware of hierarchical power, what it is pushing for, and their alienation from it

Learning in Organizations

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• New York has around 1600 schools and 1.2 million studentsIn 2002, Joel Klein, a high-level Department of Justice lawyer (Microsoft),was hired by Mayor Bloomberg to direct reform effortsJoel hired more lawyers into his top teamHow do you expect a group of lawyers to organize to run a school system?

Illustration


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Lawyers use the law to define constraintsWithin these constraints, they rationalize how to exploit the situation to benefit their client and how to defend their client from negativereactions in the environmentCategorize the school environmentPrincipals, teachers, students, parentsWhich group is causing the problems?

Lawyers

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The US uses standard tests in subject areas to assess and compare student performanceThe US calculates national average scores and state and school scores in each subject areaTeachers are assessed based on what their classes achieve relative to national averagesLawyers and their allies want to give teachers financial bonuses as their students’ scores are better on standard tests

A culture based on metrics

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Centralized everythingPrincipals were unionized, “bad”.Sought to get rid of “bad” principalsTo replace them, a NYC Leadership Academy opened to train new principals or retrain old principalsLots of team-building skills, education process knowledge, flexibleintegration skills, etc.

Targeted school principals

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Massive disruptionTeachers are unionized - new principals arrive as “chosen ones”Administration proposed to pay teachers extra (financial incentives) if student scores improve. Teacher ratings are publishedParents are often cut out of the processLittle change in school scores

Results

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Designers divide a task into component partsDesigners then develop an integration process to link the parts to achieve a desired outcomeIf an outcome requires predictable action, use rules, routines, standards, heuristicsIf an outcome requires flexibility, use interaction, meetings, discussions, liaisonsThe design issue: how to support appropriate predictability and flexibility in a process

The Process

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