a whistlestop tour through
risks in digital engagement
@myleejoseph
@statelibrarynsw
NSW.net Digital Engagement and User Experience Seminar
27 February 2015
digital is where the
online world of information
and the physical world
of people meet
(visser and richardson, 2013)
Digital engagement activities
1. Developing audiences and promoting Library events, exhibitions, products,
collections and services
2. Promoting discovery of library assets (including collections, services, events,
exhibitions, online services, physical spaces and staff expertise)
3. Engaging with clients and the community in their preferred channels and online
communities (conversation and service delivery) and
4. Collecting social media content for the collection (including social meta data and
community created content)
(SLNSW, 2013)
Legal riskseg. copyright, terms
of service,
defamation, false
advertising, privacy
Reputation riskseg. brand
management
and ambient
publicity
management
Continuity
management eg. resourcing,
coordination,
scheduling,
permalinks, backups,
archiving, evaluation
Community
engagement eg. etiquette,
moderation, incident
management,
backlashing, trolling,
clicktivism
CC-BY State Library of NSW 2015
Legal risks
● copyright and intellectual property
● privacy
● user liability and terms of service
● defamation and injurious falsehood
● false advertising
LEGAL
“You must ensure you don't make any false or misleading claims
as part of your marketing and promotional activities. This
includes advertisements or statements using any media, including
print, radio, television, websites and social media channels like
Facebook and Twitter…. You can also be held responsible for
posts or public comments made by others on your social media
pages which are false or likely to mislead or deceive consumers.”
ACCCAustralian Competition & Consumer Commission. (2015). Social media. Retrieved 16 February 2015 from https://www.accc.gov.au/business/advertising-
promoting-your-business/social-media#don-t-make-misleading-claims-on-social-media
False advertising
http://www.adstandards.com.au/advertisingstandards/codesweadminister
The Newsroom. [BL_newsroom]. (2015, February 4). Hats off to
@BNArchive for having reached 10 million newspapers on the
http://www.britishnewspaperarchive.co.uk/ [Tweet]. Retrieved from
https://twitter.com/BL_newsroom/status/562911733128654850
https://www.pinterest.com/britishlibrary/made-with-the-british-library/
How do you manage the risk?
● plan content and consider an approval process
● staff training
● fact checking
● monitor user comments … use automated
moderation if necessary
● remove any false advertising promptly
Reputation risks
● ambient publicity management
● brand
● tone
● exit strategies
● Streisand effect
REPUTATION
At its very core, social media is not about
technology, it's about people. Connections,
emotions, expression become the souls and
personalities of online communities. The ties that
bind them together are relationships. And it is in
the value of relationships that people on either
side will find value.
(solis, 2014)
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#tone
Bernstein, S. (2014, April 4). Social Change | BKM TECH [Web log post]. Retrieved from
http://www.brooklynmuseum.org/community/blogosphere/2014/04/04/social-change/
"What do you think? Is it acceptable that Brooklyn Museum discarded the
user contributions that happened on Flickr, and that all the people who
happened to be pointing at said content from elsewhere now have broken
links? Could Brooklyn Museum instead decided to leave the content
there, with a banner of some kind indicating that it is no longer actively
maintained? Don’t lots of copies keep stuff safe?" E. Summers
Summers, E. (2014, April 7). Glass Houses | inkdroid [Web log post]. Retrieved from
http://inkdroid.org/journal/2014/04/07/glass-houses/
Streisand effect. (2015, January 14). In Wikipedia, The Free Encyclopedia. Retrieved 00:16, January 30, 2015, from http://en.wikipedia.org/w/index.php?title=Streisand_effect
Community Engagement Risks
● managing complaints
● responding to compliments
● familiarity with relevant community guidelines,
terms of service and etiquette
● optimising the use of hashtags
● trolling and thread-jacking
COMMUNITY
ENGAGEMENT
http://www.hashtify.com/
● Google+
● Tumblr
● YouTube
● Kickstarter
● Vine
● Flickr
● GitHub
#hashtag
Medhora, S. (2015, February 7). Tony Abbott supporters start social media campaign to
save his job | Australia news | The Guardian [Web log post]. Retrieved from
http://www.theguardian.com/australia-news/2015/feb/07/tony-abbott-supporters-start-social-
media-campaign-to-save-his-job
Continuity Management
● coordination
● cross pollination across social media tools
● moderation of community created content
● integration into workflows
● automation of postings
● ongoing training
● archiving and business records
● evaluation
CONTINUITY
MANAGEMENT
https://twitter.com/BMDigital/status/549103731233796096
…. oops ….!
Further reading
● Aula, Pekka (2010)."Social media, reputation risk and ambient publicity management", Strategy &
Leadership, Vol. 38 Iss: 6 pp. 43- 49 http://dx.doi.org/10.1108/10878571011088069
● Bradley, Phil. (2015). Social media for creative libraries. London, Facet
● Holland, Geoffrey M & Crossley, Kathryn, & Yap, Wenee (2014). Social media law and marketing : fans,
followers and online infamy. Pyrmont, NSW Lawbook Co.
● King, David Lee (2015). Managing your library's social media channels. Chicago : ALA TechSource.
● Richardson, Jim. & Visser, Jasper. (2013). Digital Engagement Framework : Structure your thinking
about digital strategy. Retrieved March 14, 2014, from http://digitalengagementframework.com/
● Thomsett-Scott, B. C. (2014). Marketing with social media: A LITA guide. Chicago : ALA TechSource.
Mylee Joseph
Consultant, Public Library Services
@myleejoseph
