Hazel Hall's invited keynote paper presented at ISSOME 2011: Information Science and Social Media International Conference, Turku, Finland, 24-26 August 2011.

1. Beyond broadcast and consume
Modification of provider-user
behaviours in social media space
Information Science and Social Media – International Conference August 24-26,
Åbo/Turku, Finland
Keynote presentation by Professor Hazel Hall, Director, Centre for Social
Informatics, 24 August 2011

2. http://about.me/hazelh
http://about.me/hazelh
If you are tweeting this
If you are tweeting this
session, please refer to me
session, please refer to me
as @hazelh. Thank you!
as @hazelh. Thank you!

3. Thank you for inviting me!
Thank you for inviting me!

4. “Different contexts”
“Different contexts”
Information services
Information services
delivery and teaching
delivery and teaching

5. “what is really changing and
“what is really changing and
what is only a trend”
what is only a trend”

6. “needed competencies”
“needed competencies”

7. Key points
 Social media deployment (generally) replicates
“broadcast-consume” model of services
provision
 Peer collaboration points to opportunities for
behaviour modification
 Contexts and challenges for change

8. Key points
 Social media deployment (generally)
replicates “broadcast-consume” model of
services provision
 Peer collaboration points to opportunities for
behaviour modification
 Contexts and challenges for change

9. Information access
Information access
and discovery
and discovery
e.g. book-marking
e.g. book-marking

10. Reference services
Reference services
e.g. instant messaging,
e.g. instant messaging,
online chat
online chat

11. News & current
News & current
awareness
awareness
e.g. microblogging
e.g. microblogging

12. Teaching and training
Teaching and training
e.g. video sharing
e.g. video sharing

13. News and current awareness
News and current awareness

14. News and current awareness
News and current awareness
“Twinforming”
“Twinforming”

15. Current LIS professional literature on the
implications of Web 2.0 technologies for
libraries and their service provision tends
to emphasise the new social software and
media as information assets to be
integrated into existing service offerings.

16. Current LIS professional literature on the
implications of Web 2.0 technologies for
libraries and their service provision tends
to emphasise the new social software and
media as information assets to be
integrated into existing service offerings.
Leif Kajberg “Implications of the Web 2.0
Leif Kajberg “Implications of the Web 2.0
technologies for public libraries intending to
technologies for public libraries intending to
facilitate alternative public discourse”
facilitate alternative public discourse”

17. A user-centered approach is not only
about using technologies such as blogs or
Twitter to reach users, but also how to
engage users in design of library
program/services, encourage their active
participation in library projects, and
integrate their opinions and suggestions
together into the library’s decision.

18. A user-centered approach is not only
about using technologies such as blogs or
Twitter to reach users, but also how to
engage users in design of library
program/services, encourage their active
participation in library projects, and
integrate their opinions and suggestions
together into the library’s decision.
Lu Xiao “A community based
Lu Xiao “A community based
learning approach towards training
learning approach towards training
librarian 2.0”
librarian 2.0”

19. Current LIS professional literature on the
implications of Web 2.0 technologies for
libraries and their service provision tends
to emphasise the new social software and
media as information assets to be
integrated into existing service offerings.
A user-centered approach is not only
about using technologies such as blogs or
Twitter to reach users, but also how to
engage users in design of library
Leif Kajberg
Leif Kajberg program/services, encourage their active
What else can these participation in library projects, and
What else can these
integrate their opinions and suggestions
tools be used for?
tools be used for? together into the library’s decision.
Lu Xiao
Lu Xiao
Who participates?
Who participates?

20. Key points
 Social media deployment (generally) replicates
“broadcast-consume” model of services
provision
 Broadcasters create
 Customers consume
 Few opportunities (if any) for co-production
 Communication prioritised over community

21. Key points
 Social media deployment (generally) replicates
“broadcast-consume” model of services
provision
 Broadcasters create
 Customers consume
 Few opportunities (if any) for co-production
 Communication prioritised over community
… or, this is what is mainly reported
… or, this is what is mainly reported

22. Key points
 Social media deployment (generally) replicates
“broadcast-consume” model of services
provision
 Peer collaboration points to opportunities for
behaviour modification
 Contexts and challenges for change

23. Co-production within the community: librarians
as an example
 “Meeting” in social media space
 A “place” for members
 Collaborating in social media space
 Platforms for membership co-production

24. Community building
Community building
Networking based on
Networking based on
career stage
career stage

25. Community building
Community building
Networking based on
Networking based on
career stage
career stage
Community building
Community building
Networking based on
Networking based on
a particular interest
a particular interest

26. Community building
Community building
Networking based on
Networking based on
career stage
career stage
Meeting, making
Meeting, making
connections as peers
connections as peers
Community building
Community building
Networking based on
Networking based on
a particular interest
a particular interest

27. Shared meeting space
Shared meeting space
at events for co-located
at events for co-located
and remote participants
and remote participants
Possibilities for new
Possibilities for new
knowledge creation
knowledge creation
through discussion
through discussion

28. Shared meeting space at
Shared meeting space at
events where all
events where all
participants are remote
participants are remote
Possibilities for new
Possibilities for new
knowledge creation
knowledge creation
through discussion
through discussion

29. Wikis for community co-production
Wikis for community co-production
Workplace and repository
Workplace and repository

30. Other sophisticated information behaviours
exhibited by librarians using social media
 To support staff development and career
direction
 To promote productivity and efficiency at work
 To inspire innovation and services
development

31. Blogging as development activity
Blogging as development activity

32. Twitter for productivity and efficiency
Twitter for productivity and efficiency

33. Twitter for productivity and efficiency
Twitter for productivity and efficiency
Twitter is the big surprise here.
Despite being a disorganised
and unstructured approach to
finding information I continue
to come across amazingly
relevant and useful material.

34. Applications to inspire innovation and
Applications to inspire innovation and
services development
services development

35. …increasing use of [social media] tools has
seen the web advance from a platform of
information delivery to one that includes
contribution and collaboration… this
research paper examines the nexus of two
important phenomena: various established
information practices and the uptake of
social media tools to facilitate or extend
these practices.
Sally Burford “The use of social
Sally Burford “The use of social
media technologies in the work
media technologies in the work
practices of information professionals”
practices of information professionals”

36. Key points
 Social media deployment (generally) replicates
“broadcast-consume” model of services
provision
 Peer collaboration points to opportunities for
behaviour modification
 Contexts and challenges for change

37. Contexts and challenges for change
 Relate to uncertainty about the tools
themselves
 Relate to role traditions
 Relate to restrictions imposed by the wider
environment

38. Contexts and challenges for change
 Relate to uncertainty about the tools
themselves
 Relate to role traditions
 Relate to restrictions imposed by the wider
environment

39. So many tools…
So many tools…
http://www.bite.ca/bitedaily/2010/07/social-media-monopoly-board-game/

40. What is Wikipedia?
What is Wikipedia?

41. A tool with multiple
A tool with multiple
functions
functions

42. What is really
changing, and what
is only a trend?

43. Sleep is an acquired habit.
Cells don’t sleep. Fish swim
in water all night. Even a
horse doesn’t sleep. A man
doesn’t need any sleep.
(Edison, 1847-1931)
Edison cited in the Washington Post by D. Drabelle, 29 April
Edison cited in the Washington Post by D. Drabelle, 29 April
2008 in article entitled “Naptime: though the practice is fading in
2008 in article entitled “Naptime: though the practice is fading in
some places experts find benefits in midday slumber”
some places experts find benefits in midday slumber”

45. Contexts and challenges for change
 Relate to uncertainty about the tools
themselves
 Relate to role traditions
 Relate to restrictions imposed by the wider
environment

46. Here’s something new and
Here’s something new and
interesting. How could we use it?
interesting. How could we use it?

47. Here’s something new and
Here’s something new and
interesting. How could we use it?
interesting. How could we use it?
Users can pin historic data such as
images, photographs, videos,
audio clips, descriptive and
narrative text on to a map. It’s a
superb resource for local history,
and if your library has a collection
of images, why not consider
digitizing and adding them?
Phil Bradley in CILIP Update,
Phil Bradley in CILIP Update,
August 2011, p. 23
August 2011, p. 23

48. Here’s something new and
Here’s something new and
interesting. How could we use it?
interesting. How could we use it?
Users can pin historic data such as
images, photographs, videos,
audio clips, descriptive and
narrative text on to a map. It’s a
superb resource for local history,
and if your library has a collection
of images, why not consider
digitizing and adding them?
Phil Bradley in CILIP Update,
Phil Bradley in CILIP Update,
August 2011, p. 23
August 2011, p. 23

49. They are here,
They are here,
with the right tools!
with the right tools!

50. Advocacy is the exception
Advocacy is the exception

51. http://prezi.com/bz7dtj1gfdys/information-
related-activities-in-a-social-media-and-
public-library-context/

52. Contexts and challenges for change
 Relate to uncertainty about the tools
themselves
 Relate to role traditions
 Relate to restrictions imposed by the wider
environment

53. Social = leisure
Social = leisure

55. Social media = danger
Social media = danger

57. A couple more “dangerous”
A couple more “dangerous”
technologies that can be
technologies that can be
used for leisure purposes.
used for leisure purposes.
We could go on…
We could go on…

58. Looking forward to picking up
Looking forward to picking up
some of these themes over the
some of these themes over the
course of the conference
course of the conference

59. Credits
Image: 'Urquhart Castle, Loch Ness' Image: 'KAP of a hotel pool in Beberibe,+CE,+Brazil+-+05'
http://www.flickr.com/photos/78607393@N00/22932476 http://www.flickr.com/photos/34708734@N00/3858086006
54
Image: 'The Lion sleeps tonight....'
Image: 'Warhol's Light Bulbs' http://www.flickr.com/photos/66164549@N00/2491859635
http://www.flickr.com/photos/66814335@N00/30362547
20 Image: 'email me button'
http://www.flickr.com/photos/10152660@N03/4004809519
Image: 'Jacob und Wilhelm Grimm Centrum / HU+Berlin'
Image: 'Off the hook'
http://www.flickr.com/photos/67499195@N00/41196915 http://www.flickr.com/photos/53611153@N00/3526441484
98
Thanks to Maureen Ridley, National Library of Scotland,
for sourcing the Edison quotation.

60. Professor Hazel Hall
h.hall@napier.ac.uk @hazelh