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Great Expectations: Sustaining Participation in Social Media Spaces

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A presentation from Museums and the Web 2009.

Darren Peacock, University of South Australia, Australia
Angelina Russo, Swinburne University, Australia

In recent years there has been a dramatic rise in the number of participatory media technologies which museums have employed to engage people in new ways under the rubric of Web 2.0. Blogs, wikis, podcasts, vodcasts, photo and video sharing, virtual environments, tagging, annotation and other authoring tools offer people new opportunities to engage with museum content processes through co-creation and interactive cultural experiences. Arguably, these platforms and tools are creating new relationships between institutions and the public.

We contend that to create sustained participation in social media spaces, museums need to reconsider their relationships with the public and thoroughly explore user motivations and intentions for participation in social media activities. We suggest some ways in which museums might design and evaluate their social media initiatives to ensure their success and sustainability, and offer some questions for further research.

Session: User Feedback / User Content [social media]

Publicada em: Tecnologia
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Great Expectations: Sustaining Participation in Social Media Spaces

  1. 1. Great Expectations: Sustaining Participation in Social Media Spaces Darren Peacock Angelina Russo
  2. 2. Outline  Transformations in user and museum expectations  Birth of the participative web  New constructs and models of participation  The tangle of user motivation and rewards  Designing for sustainable Web 2.0 participation  Further research
  3. 3. Transformations in user expectations  Rich interactions  Authentic experiences  Personalisation
  4. 4. Museum expectations?
  5. 5. Birth of the participative web Web 2.0 Participative Web Social Media/Social web
  6. 6. Constructs of participation  Participation inequality aka “Participation gap”  80/20 ‘rule’  90-9-1 ‘rule’ (aka 1% ‘rule’)
  7. 7. Image:WillMcC:Wikimedia Commons Data:Click,BillTancer,2008 0.16% 0.18% 3.5%
  8. 8. Pareto meets the long tail ! A long tail of participation
  9. 9. Is demographics destiny?
  10. 10. Frameworks for analysing participation Forrester Research (2007) ‘Participation Ladder’ in Social Technographics
  11. 11. Frameworks for analysing participation Nina Simon (2008) Hierarchy of Social Participation. Museum 2.0 blog (http://museumtwo.blogspot.com/)
  12. 12. Frameworks for analysing participation
  13. 13. New, dynamic models for understanding participation are required… now!  Shift from organisation-centric to user-centric models  Recognise participation is non-linear and multi- dimensional  Get beyond the dichotomy of active and passive  Account for network and group effects  Describe the dynamics of an ‘ecology of attention’
  14. 14. The tangle of user motivation and reward  Intrinsic vs Extrinsic  Needs vs goals  Multi-faceted view of motivation  Do findings from museum visitor studies apply? (Lanham, 2006)
  15. 15. Richard Lanham’s: motive spectrum game
  16. 16. purpose
  17. 17. play Flickr: SteveEF
  18. 18.  Goal-driven rather than needs-driven explanations of motivation and behaviour (Bishop)  New models of user behaviour which take account of the social dynamics within this space Models of user motivation in social media spaces/online communities
  19. 19. Designing for sustainable participation  Clay Shirky: Here Comes Everybody 3 elements for successful social media spaces  Promise  Effective tool  Acceptable bargain  Making promises explicit  Keep the bargain
  20. 20. Further research to understand:  Stated and implicit assumptions of participation  Rewards for participation  Evaluation from the user point of view  Catering for the needs of the ‘vital few’ and the ‘useful many’  Leveraging the ‘long tail of participation’  Links between motivation & reward from user point of view  Individual motivations and rewards in relation to social dynamics of groups
  21. 21. Next steps…  Research partnerships and collaborations  Application of new models in planning, design evaluation of museum participation experiences  Learning from other areas such as social marketing
  22. 22. Thank you! Darren Peacock University of South Australia darren.peacock@unisa.edu.au Angelina Russo, PhD Swinburne University arusso@swin.edu.au
  23. 23. Great Expectations Sustaining Participation in Social Media Spaces Darren Peacock Angelina Russo