learning, influence and trust through social media
Post on 17-Oct-2014
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How trust is affected by online behaviours.TRANSCRIPT
Learning, influence and trust through social media
Joanne JacobsCOO, 1000heads | @joannejacobs
Image source: http://www.flickr.com/photos/sbh/4770692674/
Session Promise
•To identify how different social media platforms and processes support different learning styles•To demonstrate the role of stories and trust in facilitating learning through social media•To show how influencers can be used as both a channel and a location for learning•To describe the role of new intermediaries for organisational learning
Image source: http://www.flickr.com/photos/zitona/4053097146/
Social Media and Learning
Adoption still growing– Facebook: 845 million active users– Twitter: 127 million active users– LinkedIn: 150 million users– Google +: 90 million users– Pinterest: 21 million users
Usage variations for learning– Collaboration– Problem solving– Sharing knowledge/news– Info organisation– Social
Image source: http://ansonalex.com/infographics/social-media-usage-statistics-2012-infographic/#infographic originally posted by OnlineMBA.com
Current issues with SoMe Learning
Tendency to measure social learning through hit rates and low-level engagement
Tendency to assume that learning through social media is uniform, despite differing comms characteristics
Image source: http://www.flickr.com/photos/kimrose/2608115986/
Why Social Media Exists
Decline in trust of corporate sources
Need for specialised information
Understanding that expertise is located around passionate individuals, not necessarily around paid endorsers
Image source: http://www.flickr.com/photos/christopherdombres/4462311122/
Trust
Trust is generated
through history of voluntary
contributions of useful, reliable
information
Image source: http://www.flickr.com/photos/vagawi/3155400274/
Stories as Sources of Trust
Most valued contributions of information come from people you know
Stories of experiences are the most likely vector of such information
Image source: http://www.flickr.com/photos/pagedooley/4080412658/
Influencers
People near youPeople you respect
Both develop a history of interactions based on
trust
Image source: http://www.flickr.com/photos/esparta/1584333702/
Influencers as Sources for Learning
Influencers either:– Tell stories; or– Act as the
location for story telling
Image source: http://www.flickr.com/photos/crsan/3697785107/
Social Media and Influencers
Influencers tend to have robust history of interactions in social channels
Tend to share useful content created by others, not just themselves
Tend to respond quickly and in an appropriate manner for the social channel
Image source: http://www.flickr.com/photos/salva_moreira/5461302963/
Facilitating Learning from Influencers
Influencers are experts, but not necessarily effective teachers
Influencers understand subject matter, but not necessarily organisational priorities and processes
New intermediary role in facilitating connection between expertise and organisational practice
Image source: http://www.flickr.com/photos/laprimadonna/4881676285/ , http://www.flickr.com/photos/teardownthewalls/2452385422/
Controlling Influencers
MUST NOT control influencer content
MUST NOT treat influencers like celebrity endorsers
Influencers are experts; facilitators need to accept all advice and deliver to
appropriate sources
Image source: http://www.flickr.com/photos/jdhancock/3574716051/
Reviewing Influencers
While always important to listen, also important to ensure value of learning is sustained
Influencers tend not to be static; need to introduce new influencers over time, and retire old sources when their effectiveness reduces
Image source: http://www.flickr.com/photos/ssh/12638218/
Facilitators as Editors/Filters
Great benefit of social media is lack of filters
Learning via social media requires human filters to ensure right information being delivered to the right people at the right time
Image source: http://www.flickr.com/photos/jdhancock/5177358991/
Facilitators as Trust Generators
Editing and filtration function of learning facilitators crucial to trust generation
Failure of filtration function will immediately impair trust
Image source: http://www.flickr.com/photos/23912576@N05/2962194797/
Impact of Mobile
Shorter conversations and level playing field for engagement
Increasing adoption of mobile means greater participation in social networks as social
Image source: http://www.flickr.com/photos/jdhancock/3408649524/
Mobile isn’t optional
There will be 788 million mobile-only Internet users by 2015.
Global mobile data traffic will increase by a factor of 26 by 2015.
Source: CISCO Data Traffic Forecast
Image source: http://www.flickr.com/photos/yourdon/3599753183/
Social Media Characteristics
Facebook: social channel, closed network
Twitter: short lived channel, good for abbreviated knowledge sharing
LinkedIn: professional knowledge exchange, good for Q&A, group organisation
Google+: good for hangouts and collective problem solving
Pinterest: good for visual stories, ‘ideation’
Path: good for mobile/dispersed users sharing content
Niche networks: better for diverse information exchanges and multiple learning styles
Image source: http://www.flickr.com/photos/jdhancock/6023780563/
Finding Influencers
Influence measurement toolsResearch on activity and expertiseAsk group members who they respect and consider an expert
Image source: http://www.flickr.com/photos/ashtynrenee/5353488424/
Influence measurement tools
• Klout measures:– Frequency and 'value' of interactions across a
range of network• Peer Index measures:– Engagements over time in subject areas and
based on feedback/conversations• PeopleBrowsr measures:– Activity as well as more traditional
achievement oriented measures (qualifications, community appeal) and sets this in terms of audience reach
Activity not a useful measure of actual influence.
Measurement of Learning
NOT hit rates
NOT number of engagements
Change in organisational practice
Speed of response to issues
Image source: http://www.flickr.com/photos/aussiegall/5198365474/
Delivery on Session Promises
Identified how social media platforms and processes support different learning styles (fast learning, slow
learning, collaborative, communicative, etc)
Demonstrated the role of stories and trust in facilitating learning through social media
Shown how influencers can be used as both a channel and a location for learning
Described the role of new intermediaries for organisational learning
Image source: http://www.flickr.com/photos/73230975@N03/6893326896/
Joanne JacobsChief Operating Officer, 1000headsp: +61 2 9809 8966 m: +61 2 419 131 077e: [email protected]: @joannejacobs
Questions
Unless otherwise specified, all images used in this presentation are Creative Commons under an attribution licence. All sources are identified.