Download A Risks and Opportunities Framework For Exploiting Social Web

A Risks and Opportunities Framework
For Exploiting Social Web Services
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http://www.ukoln.ac.uk/web-focus/events/online/best-practice-models-2011/
A Risks and Opportunities Framework For
Exploiting Social Web Services
Brian Kelly
UKOLN
University of Bath
Bath, UK
Email:
[email protected]
Twitter:
http://twitter.com/briankelly/
About
This talk describes a risks and
opportunities framework which is
intended to document possible risks
in using social Web services and
risk minimisation strategies.
Blog:
http://ukwebfocus.wordpress.com/
Resources bookmarked: ‘best-practice-models-2011' tag
UKOLN is supported by:
This work is licensed under a Attribution-NonCommercialShareAlike 2.0 licence (but note caveat)
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Opportunities & Challenges
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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
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
Web2MemeMap, Tim O’Reilly,
A centre of expertise in digital information management
www.ukoln.ac.uk
• Trust and openness
4 2005
Web 2.0
Are these features or bugs?!
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
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
Web2MemeMap, Tim O’Reilly,
A centre of expertise in digital information management
www.ukoln.ac.uk
• Trust and openness
5 2005
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
• …
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Why Use the Social Web?
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http://www.flickr.com/photos/quelsaa/2080736454/sizes/o/
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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
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Facing The Challenges
I’ve paid £9K for this
We have:
course & the service
• Been early adopters
has stopped working.
I’ll sue!
• Identified benefits
• Carried out advocacy work
We now:
• Wish to embed approaches widely
• Engage with wider group of stakeholders
• Understand and address legitimate
concerns
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www.ukoln.ac.uk
Risk Management
Risks and IWMW 2006
Risk assessment
approach initially
developed for
IWMW 2006
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Risk Management
Risks and IWMW 2006
Summary of the
risks
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Risk Management
Risks and IWMW 2006
There are also risks in doing nothing
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Copyright Risks
R=AxBxCxD
where
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.
Note this is a device aimed at providing a new way
of looking at copyright issues
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Legal Risks
Factors 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
before?
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Reducing the Legal Risks
Approaches:
• Have clear and
robust notice and
take down policies
• Have procedures
with a clear
address given for
complaints
Example from JORUM
Procedures to Deal
with Queries, Alerts and
Complaints www.ukoln.ac.uk
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Towards a Framework
Biases
Intended
Purpose
Benefits
Risks
Missed Opps.
Risk
MInimisation
Evidence
“Time To Stop Doing and Start
Thinking: A Framework For
Exploiting Web 2.0 Services”,
Museums & the Web 2009
A centre of expertise in digital information management conference
www.ukoln.ac.uk
Costs
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Subjective factors
Towards a Framework
Biases
• Application to
existing
services
• Application to
in-house
development
•…
Intended
Purpose
Benefits
Risks
Missed Opps.
Risk
MInimisation
Evidence
“Time To Stop Doing and Start
Thinking: A Framework For
Exploiting Web 2.0 Services”,
Museums & the Web 2009
A centre of expertise in digital information management conference
www.ukoln.ac.uk
Costs
18
Subjective factors
Towards a Framework
Biases
• Application to
existing
services
• Application to
in-house
development
•…
Intended
Purpose
Benefits
Risks
Missed Opps.
• Sharing
experiences
• Learning from
successes
& failures
• Tackling biases
•…
Risk
MInimisation
Evidence
“Time To Stop Doing and Start
Thinking: A Framework For
Exploiting Web 2.0 Services”,
Museums & the Web 2009
A centre of expertise in digital information management conference
www.ukoln.ac.uk
Costs
19
Subjective factors
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?
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Accessible design is a challenge
which may require risk
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management approaches
Using The Framework
Twitter for individuals
Community
support
Rapid
feedback
Intended
Purpose
Benefits
Risks
Marketing,
community
Policies
Example is based on
personal and
institutional uses of
Social Web services
Missed Opps.
Risk
MInimisation
Evidence
Low?
Costs
Use
of approach in two scenarios: use of Twitter & Facebook
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Using The Framework
Twitter for individuals
Community
support
Rapid
feedback
Organisational Fb page
Intended
Purpose
Marketing
events,…
Benefits
Large audiences
Risks
Marketing,
community
Policies
Missed Opps.
Risk
MInimisation
Ownership, privacy,
lock-in, effort
Marketing opportunities
Workflow
Evidence
Low?
Costs
Low?
Use
of approach in two scenarios: use of Twitter & Facebook
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Using The Framework
Template for the framework.
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Storm arrives for Google:
loss of access to Gmail for
some users on 28 Feb 2011
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for a few days
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Storm arrives at Bath Uni:
loss of access to email for
all users on 28 Feb 2011
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for over a week
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?
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Conclusions
The future is
exciting - but
organisations
will need to
address the
challenges.
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Acknowledgments to Michael Edson for the Web Tech Guy and Angry Staff
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Person post / comic strip
Conclusions
The future is
exciting - but
organisations
will need to
address the
challenges.
28
Acknowledgments to Michael Edson for the Web Tech Guy and Angry Staff
A centre of expertise in digital information management
www.ukoln.ac.uk
Person post / comic strip
Conclusions
The future is
exciting - but
organisations
will need to
address the
risks!
29
Acknowledgments to Michael Edson for the Web Tech Guy and Angry Staff
A centre of expertise in digital information management
www.ukoln.ac.uk
Person post / comic strip