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Outreach and Co-Curation: Engaging with Library Users Assoc. Prof. Axel Bruns ARC Centre of Excellence for Creative Industries and Innovation Queensland University of Technology a.bruns@qut.edu.aua.bruns@qut.edu.au http://snurb.info/ @snurb_dot_info http://snurb.info/@snurb_dot_info a.bruns@qut.edu.auhttp://snurb.info/@snurb_dot_info Slide 2 Social Media Working definition: WWebsites which build on Web 2.0 technologies to provide space for in-depth social interaction, community formation, and the tackling of collaborative projects. Social media = Web 2.0 technologies + Community 2 Slide 3 Image by barjackbarjack 3 Slide 4 Threat or Opportunity? Threats? explosion in content creation new sources of quality content (e.g. blogs, wikis) competing knowledge structures self-organising knowledge communities Opportunities? explosion in collaborative metadata generation everyday coolfinding (Mark Pesce) points to quality content self-organising knowledge communities rapid prototyping of new knowledge structures Slide 5 Image by XKCDXKCD Slide 6 Decline of traditional roles in the value chain: producer distributor consumer Decline of stable content forms and formats Beyond Content Production Slide 7 Image by spierzchala Slide 8 Image by zotazota Slide 9 Anyone Can Write, Edit, Publish, (as producer) produser (as user) this is produsageprodusage content Slide 10 (http://www.research.ibm.com/visual/projects/history_flow/capitalism1.htm)http://www.research.ibm.com/visual/projects/history_flow/capitalism1.htm Slide 11 Key Principles Shared across collaborative social media environments: Open Participation, Communal Evaluation: the community as a whole, if sufficiently large and varied, can contribute more than a closed team of producers, however qualified Fluid Heterarchy, Ad Hoc Meritocracy: produsers participate as is appropriate to their personal skills, interests, and knowledges; this changes as the produsage project proceeds Unfinished Artefacts, Continuing Process: content artefacts in produsage projects are continually under development, and therefore always unfinished; their development follows evolutionary, iterative, palimpsestic paths Common Property, Individual Merit: contributors permit (non-commercial) community use of their intellectual property, and are rewarded by the status capital Slide 12 Image by B RosenB Rosen Slide 13 Opportunities for Libraries: Outreach Outreach: Use social media for updates viral marketing Build loyal communities around library activities Build digital / social media / produsage literacies Encourage users to become content creators Smart Services CRC Social Media Reports: 1 State of the Art (http://snurb.info/socialmedia-vol1)http://snurb.info/socialmedia-vol1 2 User Engagement Strategies (http://snurb.info/socialmedia-vol2)http://snurb.info/socialmedia-vol2 Slide 14 Building Communities Communities are concentric: 14 Marginal members General members Community leaders Slide 15 Success in Social Media Engaging with produsage communities: 1.Be open. For users (access) and with users (transparency). 2.Seed community processes by providing content and tools. Model desired behaviour, assist productive participation. 3.Support community dynamics and devolve responsibilities. Engage promising community leaders as they emerge. 4.Dont exploit the community and its work. Utilising their contributions is fine, but you dont own your users. Slide 16 Image by Maproom SystemsMaproom Systems Slide 17 Opportunities for Libraries? Co-Curation: Harness users to identify community interests Collaborate with users who are enthusiasts for specific topics Track new developments across areas of interest Work with users to curate produsage content Librarian expertise as added value for produsage content Encourage community leaders to pursue professional careers Slide 18 (http://delicious.com/url/f2b8a68f6b131de40634dd94e3065cf6)http://delicious.com/url/f2b8a68f6b131de40634dd94e3065cf6 Slide 19 Folksonomies Golder & HubermanGolder & Huberman, 2005 Slide 20 Evaluating Folksonomies Visualisations of individual users del.icio.us tagging patterns, by Kunal AnandKunal Anand Slide 21 National Library + Flickr = Re-Picture AustraliaRe-Picture Australia Slide 22 Image by KingDaveRaKingDaveRa Slide 23 Image by mike.in.nymike.in.ny 23 Slide 24 Growing the Community Encouraging constructive participation: leaders number of members status marginal members encourage commitment model desirable behaviour Slide 25 Harness Community Community knowledge is key: Enthusiasts help cover those areas which real experts miss Human knowledge too broad and diverse to rely on specialists alone Towards a creative economy: Need staff skilled in co- curating and adding value to produsage content Opportunity for enthusiasts to develop professional careers Image by greenpeace.italiagreenpeace.italia Slide 26 Viral Marketing Axel Bruns Associate Professor ARC Centre of Excellence for Creative Industries and Innovation Creative Industries Faculty Queensland University of Technology Brisbane, Australia Email:a.bruns@qut.edu.aua.bruns@qut.edu.au Blog: http://snurb.info/http://snurb.info/ Twitter:@snurb_dot_info@snurb_dot_info Produsage:http://produsage.org/http://produsage.org/ LinkedIn:http://www.linkedin.com/in/snurbhttp://www.linkedin.com/in/snurb Blogs, Wikipedia, Second Life, and Beyond: From Production to ProdusageBlogs, Wikipedia, Second Life, and Beyond: From Production to Produsage (Peter Lang, 2008)