Web 2.0 Library Trek

Assignment 2 for the subject Social Networking for Information Professionals required a creation of a project on the topic. I created the Web 2.0 Library Trek online training program using the wiki tool Wikispaces.

Current social media tools are highlighted in order to provide a self-paced training program for public library staff to broaden their skills and knowledge in the online social media environment (Web 2.0). This program updates and extends the former 23 Things training program established by Helen Blowers in 2006 for the Public Library of Charlotte & Mecklenburg County. Helen Blowers Learning 2.0 23 Things.

This updated program will provide information and training using the latest popular tools, includes relevant compliance information, and offers investigation opportunities into associated mobile technologies. This training is to prepare library staff for the launch of the Library Social Media Program that will be launched mid-year of 2013.

The objectives of this project are:

  • To provide relevant knowledge and training to library staff about Web 2.0.
  • To provide a unified, confident and knowledgeable presence for the library using the popular online social networking websites.
  • To enable library staff to be able to initiate conversation relevant to libraries within these environments.
  • To provide library staff with the confidence to be able to engage in conversation about local, state-wide, national and international events and campaigns as opportunities arise.
  • To foster a love of reading using online social networking tools.
  • To create a unified approach to the Library Social Media Program that is professional and compliant.

The training program, Web 2.0 Library Trek, is situated online using a wiki. This is because a wiki enables easy linking to resources such as informational videos. It also allows for access for participants wherever an internet connection is available, thereby allowing work at home as well as at work. It also allows group collaboration.

The social networking tools selected for this project are the most popular and most commonly used at this moment in time. The tools will be divided and grouped by similarity of function. This should allow for a better understanding of the tools during the investigation process. The tools chosen for this project reflect those that could be used in the Public Library Social Media Program from an organisational viewpoint, although in actuality not all will be included in the proposed program.

If you are not Web 2.0 savvy then I invite you to undertake this free online training course keeping in mind that it is aimed at people working in libraries. Good luck and enjoy.


OLJ 13 – Module 5 – Social media policy links

Creating a social media policy for your organisation can seem like a daunting task especially when the online landscape of social media tools is changing every day. An obvious place to begin is with the existing documentation specific to this topic from within your organisation and the industry.

For public libraries in Australia, the following resources will assist in this task. These resources have been listed on Delicious at #SISsocialmedia

Department of Justice Social Media Policy

This is the official social media policy for employees of the Department of Justice Victoria. Citing the document Guidance for use of social media in the Victorian public sector, it defines social media, advises how to use social media professionally and personally, lists some rules of engagement, and lists some legal issues such as privacy, security, copyright, harassment, the Creative Commons and more.

Guidance for use of social media in the Victorian public sector

This document provides guidance for the governing bodies and employees of those in the Victorian public sector. It refers to the Code of Conduct for Victorian Public Sector Employees citing this as the governing advice for employee behaviour including that within the context of using social media. Definitions are provided for: social media; responsibilities; and official use and private use.

Social Media Policy National Library of Australia

This is the official social media policy for the National Library of Australia. It provides context, objectives, scope, and compliance advice for their organisation and employees.  It defines controls for official use, professional use, private use, and inappropriate use. Risks and breaches are also explained.  A statement about the record keeping requirements is included.

NSW Public Libraries Learning 2.0 Activities: Social media policies – do you have one?

This is an excellent starting point for anyone wanting to create a social media policy for public libraries in Australia. It provides relevant legislative and policy framework, policy, principles underpinning the use of social networking technology, procedures for publishing, records managements, privacy, communications processes for organisations, the approval process, a checklist of considerations, and a disclaimer example.

Social Media Governance: Empowerment with Accountability by Chris Boudreaux

This website offers a Policy Database which lists organisations worldwide with links to their social media policies. Links take you to the policies and guidelines for international companies such as: Adidas, BBC, Flickr, IBM, the International Olympic Committee, Microsoft, New Zealand government, Reuters, Telstra, UK Government, US Air force, Universities, Yahoo!, and a lot more.

HL Wiki International: Social media policies

This Canadian website is a knowledge base for Health Librarians. There is information about how to evaluate social media policies as well as links to social media policies worldwide.  Recent articles are also listed with key points from those articles provided. Links to best practices are listed and references to further relevant information resources.


Department of Justice (2012). Department of Justice Social Media Policy. Retrieved from http://www.justice.vic.gov.au/home/about+us/our+values+and+behaviours/social+media+policy/

State Government of Victoria (2010). Guidance for use of social media in the Victorian public sector.  eGovernment Resource Centre. Retrieved from http://www.egov.vic.gov.au/victorian-government-resources/website-practice-victoria/web-2-0-victoria/guidance-for-use-of-social-media-in-the-victorian-public-sector-in-pdf-format-76kb.html

National Library of Australia. (2012). Social Media Policy. Retrieved from http://www.nla.gov.au/policy-and-planning/social-media

State Library of New South Wales (2008). Social media policies – do you have one? NSW Public Libraries Learning 2.0 Activities. Retrieved from http://nswpubliclibrarieslearning21.blogspot.com.au/2008/08/social-media-policies-do-you-have-one.html

Boudreaux, C. (2009). Policy database. Social Media Governance: Empowerment with Accountability by Chris Boudreaux. Retrieved from http://socialmediagovernance.com/policies.php

HLWIKI International (2013). Social media policies. HLWIKI Canada. Retrieved from http://hlwiki.slais.ubc.ca/index.php?title=Social_media_policies&oldid=120750

OLJ 12 – Module 5 – Identity online

It’s 2013 and the social web has seen lots of development in its short lifespan. But issues around identity, privacy, security and trust are still unresolved. Social sites remain popular despite people’s concerns about their own personal online protection.

Instead of seeing positive improvement online, new social problems have emerged such as cyber-bullying, identity theft, trolling, and fraud.

Are people even trying to ‘manage’ their identity online? Twitter has shown us some very public meltdowns by well known identities who should have known better about having a public face. Acting professionally online is fine if you are indeed a professional. Is being authentic an excuse to “let it all hang out”?

There was the public rant by Justin Bieber:

“I’m 19 with 5 number one albums, 19 and I’ve seen the whole world. 19 and I’ve accomplished more than I could’ve ever dreamed of, I’m 19 and it must be scary to some people to think this is just the beginning…” (The Independent, 2013)

TV personality Charlotte Dawson was the target of some serious and hateful bullying via Twitter that resulted in her hospitalisation following her final tweet of “you win x”.

“Director of communications law centre at UTS, Professor Michael Fraser told News Ltd that online harassment was assault and that people who had taken part in the hate campaign against Dawson had committed criminal acts.  “The online world is not above the law,” Prof Fraser said. “The challenge for us is to build security into online society in the same way as we have into the physical world.”” (The Telegraph, 2012)

Personally I try to manage and control what I publish online and I am sure there are many others who take the same approach. But you only have to look at YouTube or iTunes or Twitter to see and hear that anything goes and there is an opinion, attitude, face, image, campaign, stunt, and comment for everything under the sun. I suppose it depends how seriously you wish to be considered and what privacy means to you. The more controversial someone can be the more likely they are to be noticed online and their content to “go viral” and with that the hope of making a lot of money.

Online transparency appears to be the new social currency and so people engage in these spaces fully embracing the risks they know are there. Many people are sharing so much of themselves online – they want their own voice to be heard and noticed. But Danny Brown questions this notion of transparency saying that we are not really being totally transparent especially if we are silently sitting by, knowing that cyberbullying is occurring and not speaking up against it.

It’s our friends that are being picked on. It’s our colleagues that are being affected. And, most importantly, it’s our morals that are being compromised by staying silent.” (Brown, 2013)

Pavlina Papalouka is a personal development coach based in Cyprus who, typically, is keen to emphasize the positive side of building a personal online identity.

“People today want the truth, even if it’s ugly. Sugar coating, pretense and phony posing are no longer acceptable. It doesn’t matter how much effort you put into portraying you are something else that the real you – being authentic is what really matters. Those who realize this and take certain actions will succeed more than anyone else in this new environment.” (Papalouka, 2013)

This infographic by Mark Smiciklas offers some advice about how to achieve transparency when engaging with social media tools. Encouraging this open and transparent approach to online engagement seems at odds with a basic human attitude towards protecting the security of our organisations and our personal lives. Finding a sensible balance is necessary.

Social Media transparency (Smiciklas, 2013)

Social Media transparency (Smiciklas, 2013)


Brown, D. (2013). The Fallacy of Transparency in Social Media. Danny Brown – Social Media and Marketing Blog. Retrieved from http://dannybrown.me/2013/03/06/the-fallacy-of-transparency-in-social-media/

The Independent (2013). Justin Bieber’s Instagram rant: edited highlights. The Independent. Retrieved from  http://www.independent.co.uk/voices/iv-drip/justin-biebers-instagram-rant-edited-highlights-8535871.html

Papalouka, P. (2013). Phony is out, real is in – Transparency is the new currency. Retrieved from http://pavlinapapalouka.com/entrepreneurship/phony-is-out-real-is-in-transparency-is-the-new-currency/

Smiciklas, M. (2013). Social media transparency. Retreived from http://www.socialmediaexplorer.com/social-media-marketing/social-media-transparency-infographic/attachment/social-media-transparency/

The Telegraph (2012). Charlotte Dawson Twitter attack sparks call for changes to laws against cyber bullying. The Telegraph. Retrieved from http://www.dailytelegraph.com.au/news/charlotte-dawson-twitter-attack-sparks-call-for-changes-to-laws-against-cyber-bullying/story-e6freuy9-1226461809720

Wikipedia (2013). Cyberbullying  – Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Cyberbullying

Wikipedia (2013). Identity theft – Wikipedia. Retrieved from https://en.wikipedia.org/wiki/Identity_theft

Wikipedia (2013). Troll (Internet) – Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Troll_(Internet)

OLJ 11 – Module 5 – Social media policy and online behaviour

xplanevisualthinking (2009). Did you know 4.0. . Retrieved from http://www.youtube.com/watch?v=6ILQrUrEWe8

This video from 2009 shows some of the technology trends and ensuing behaviours relating to the use of online tools and media. It shows that people are seeking their media and news from sources that differ from the traditional news-media organisations. People are choosing the read online rather than in the traditional print news media. TV also has felt the effects of this change as more people choose their TV shows, movies, and alternative sources online. Therefore advertising has declined in the traditional media also, while online media has seen advertising skyrocket. Back in 2009 mobile phone use was growing and this trend has continued with more and more people owning and using their mobile phones for things they once did using their PC.

“The computer in your cell phone is a million times cheaper and a thousand times more powerful and about a hundred thousand times smaller [than the one computer at MIT in 1965]…” (xplanevisualthinking, 2009)

This change in media consumption has created some behaviours that need addressing and organisations approach this by creating policies to guide and protect their employees in this environment. This list is by no means comprehensive but here are some behaviours that organisational policy seeks to keep in check and in line with the organisations functions and responsibilities:

Behaviour Policy to address
Security concerns Firewalls; designated administrators; password change schedules
Illegal downloads Firewalls; acceptable use of internet at work statements; staff code of conduct; social media policy;
Access to media Firewalls; approval process for software applications; acceptable use of internet at work statements; social media policy;
Rise in texting Staff code of conduct; social media policy; approval process for software applications;
Incorrect use of Social Networking Social media policy; social media procedures; staff code of conduct; acceptable use of internet at work statements; designated administrators; password change schedules; approval process for software applications;

The use of online media has become so much a part of our everyday lives that organisations are struggling to keep up. Organisations can look to the industry standards to get some guidance. For libraries the Australian Library & Information Association offers advice about how to be safe online as well how to be Cybersmart. The National Library of Australia has published their Social Media Policy online and differentiates the use of social media within the organisation: official use; professional use; private use; and inappropriate use. The Australian Communications and Media Authority is the official organisation that represents Australia’s communications, and offers guidance about spam, digital literacy, online abuse, personal rights and safeguards, and a lot more.

In this article from Government News in 2010 a Municipal Association of Victoria representative stated, “that a social media policy was required to help councillors and council staff develop best practice and engage with communities that were already using a diverse range of social media outlets to communicate.” In trying to get government organisations on board, the Department of Justice Victoria released this video in 2011.

A range of guidelines, policies and documents relating to social media for government is now available on the eGovernment Resource Centre website.


Australian Communications and Media Authority (n.d.). ACMA Home page. Retrieved from http://www.acma.gov.au/WEB/HOMEPAGE/PC=HOME

Australian Library and Information Association (n.d.) ALIA guide to online content regulation. Retrieved from http://membership.alia.org.au/scripts/cgiip.exe/WService=ALIA/ccms.r?pageid=10577

Department of Justice Victoria (2011). Social Media Policy. Retrieved from http://www.youtube.com/watch?v=8iQLkt5CG8I

eGovernment Resource Centre (2013). Social media policies and standards. Retrieved from http://www.egov.vic.gov.au/policies-and-standards/web-services-policies-and-standards/social-media-policies-and-standards.html

National Library of Australia (n.d.). Social media policy. Retrieved from http://www.nla.gov.au/policy-and-planning/social-media

O’Brien, R. (2010). MAV developing social media policy. Government News. Retrieved from http://www.governmentnews.com.au////article/MAV-developing-social-media-policy/IKQUGUSSQL.html

xplanevisualthinking (2009). Did you know 4.0. . Retrieved from http://www.youtube.com/watch?v=6ILQrUrEWe8

OLJ 10 – Module 4 – Comparison of library use of social networking tools

Comparison of libraries using social networking tools:

  • State Library of Victoria
    • Uses Facebook; Twitter; Flickr; YouTube; Pinterest
    • Allows comments
    • Updates at least twice daily
    • Does not show a disclaimer on the sites
    • Links to main website
    • Is easy to locate social pages
    • Purpose – events, photos, collection highlights
    • Overall feel – welcoming
  • Mount Gambier Library
    • Uses Facebook; Twitter;
    • Allows comments
    • Updates at least daily
    • Does not show a disclaimer on the sites
    • Links to main website
    • Is easy to locate social pages
    • Purpose – events, photos, announcements
    • Overall feel – community
  • Melbourne Library
    • Uses Facebook; Twitter; Flickr
    • Allows comments
    • Updates at least twice daily
    • Does not show a disclaimer on the sites
    • Links to main website
    • Is easy to locate social pages
    • Purpose – events, photos, announcements
    • Overall feel – authoritarian

Reasons why libraries should be on social media:

  • It is the online space where people are hanging out, so it is logical to have a presence in these spaces.
  • It is becoming more of an expectation that organisations will have a presence in these spaces, so people will look for libraries there.
  • Social networking spaces allow people to make comment about organisations.
  • People like to see how others are engaging with organisations in these spaces.
  • Like a community noticeboard, upcoming events are found here.
  • People enjoy seeing photos of activities and events especially if they were involved.
  • People enjoy the participatory aspect of social networking tools.
  • Showing that libraries are more than just storage facilities for books, is extremely important for those in the community who still think that way.
  • Offering a variety of topics using SN tools is important as it caters to more people. One person might enjoy the collection highlights or local history photographs, while another person might prefer to see who the next visiting author might be.
  • Connecting to local, state-wide, national and international campaigns is important. The Love2Read campaign for the National Year of Reading in 2012 is one example.
  • Linking back to the main website is important to show the pathway to the online catalogue and other information and resources.
  • Some libraries use photos of people involved in library events while others are not so liberal.
  • Regularity of posting is important, however once a day seems to be the frequency most adopted.
  • The overall feel of the social networking pages of organisations is important to encourage people to participate and engage in these spaces. The Mount Gambier Library gives a feeling of community participation, high activity and fun. The State Library of Victoria seems welcoming and inclusive and proud to show people what they have and wish to share. While Melbourne City Library seems authoritative, and focussing on Literature.

OLJ 09 – Module 4 – How to draft a social media marketing strategy

A social media marketing strategy should be a sub-section of a broader marketing strategy for an organisation.

Step 1: Locate the marketing strategy and determine where the social media tools will enhance what is already there. If there is no marketing strategy then this is an opportunity to develop one that includes social media.

Step 2: Ask the questions: who; what; why; where; and how. Who is your audience or community? What are you going to do in those social media spaces? Why is this important or needed? Where in the social media landscape do you wish to play? How will this be done on a regular basis?

Step 3: Reword this information into strategic planning terminology. What is your mission, aims, objectives? How will these be translated into actions? What outcomes do you expect? How will you measure and evaluate this? What is the demographic information about your community? What are the realistic capabilities of your organisation?

Step 4: As part of an organisation there is a requirement to abide by “the rules” so locating the governing documentation is imperative. As is making sure all of the staff are well versed in these measures. Is there a social media policy? Is there an organisational marketing plan? Is there a social media procedure? What about the staff code of conduct? And the corporate style guide and branding? Has risk been assessed? Who are the people responsible for marketing, media and promotions in the organisation? How do the social media tools integrate with the organisations website? What is the role of the IT Department in this strategy?

Step 5: Larger issues too need consideration, such as: freedom of speech; copyright; privacy; security; and human rights. Locating the relevant information about these issues is important and then informing your staff.

Step 6: Then put it all together into a document that sits within the broader marketing strategy. A typical structure as suggested by Ned Potter might be (Potter, 2012, p. 35):

  • Executive summary
  • Goals
  • Internal campaign details
  • Market research
  • Market segmentation
  • Objectives
  • Promotion methods and activities
  • Method of measurement
  • Evaluation framework
  • Areas of responsibility
  • Cost analysis
  • Modification

Alternatively you might like to map out the strategy in a less linear fashion. This map, offered by Gary Hayes and Laurel Papworth, shows a progressive journey through: involvement; creation; discussion; promotion; and measurement. (Hayes, 2008, slide 37)

So how do you know if your marketing strategy is successful? According to Hayes, “The winners are those who enable the conversation.” (Hayes, 2008, slide 73)

Figure 1: The Social Media Campaign by Gary Hayes & Laurel Papworth 2008

Figure 1: The Social Media Campaign by Gary Hayes & Laurel Papworth 2008


Hayes, G. (2008). The future of social media entertainment. Retrieved from http://www.slideshare.net/hayesg31/future-of-social-media-entertainment-presentation-690535

Potter, N. (2012). The library marketing toolkit. Facet Publishing, London

OLJ 08 – Module 3 – Online Personal Learning Network

As an ‘early adopter’ I have been actively involved with the Web 2.0 world since 2004. With a Bloglines aggregator I subscribed to many blogs that set me on a fast-paced learning journey that astounded me. I revelled in it and did not need to undertake the later 23 Things training as I had already acquired that knowledge and skill set.

Online tools have come and gone as quickly as the terms surrounding them. Where is MySpace now? Google Reader replaced Bloglines and now that too is doomed to the e-archives. Amazon has just purchased the popular GoodReads platform. It is a constantly moving landscape, so don’t get too comfortable.

I have observed people get obsessed with the tools to such an extent that their relationship with their screens and text-buddies dominates their life to the extent that their ‘real life’ and ‘real life relationships’ are neglected and suffer. For me, as a lover of technology, art, literature, ideas, media, learning, and a free mind, I have always realised the wisdom of balance. A walk in the outdoors, looking at nature, talking to your parents, children, spouse, dog, going to watch a game of footy, going cycling, doing yoga, meditating, etc, etc, are all important and not to be neglected. So in terms of where I find myself on the graph offered by Jeff Utecht on his blog The Thinking Stick in 2008, I am at Stage 5 which is ‘balance’. (Utecht, 2008)

The power of the Online Personal Learning Network is harnessed by capturing your chosen resources into one online location and the aggregator is a perfect tool for this. Here you can link to your favourite resources and get the updates displayed as they are available. Google is making a big mistake getting rid of its Reader, IMHO.


It is not just blogs, but podcasts, video, news, photos, and so much more, all delivered shiny and new to your Reader. I have exported my collection of RSS feeds (that needs trimming/curating) to Feedly. But it is early days for Feedly – so we’ll see how it goes.

So in considering my Online Personal Learning Network with a holistic view, I can see that my ‘gap’ is in the sharing part of this experience. Beth Kanter suggests three parts to this process: seek; sense; share. (Kanter, 2011) I have no trouble in sharing my knowledge in the real world in discussions with colleagues around me. But I do hesitate to share and connect with people I don’t know in reality but only see or hear of online. This is to do with trust, knowing people, and the process of building relationships. I am also very aware of the discrepancy in personal character and integrity as seen in reality compared to what is portrayed online. Many people are wordsmiths and able to craft their thoughts cleverly online, but fail to live up to their online persona when you hear them speak in the real world; and vice versa. How to process this gap and build trust is an issue for me that leads to my reluctance to engage fully online.


Kanter, B. (2011). Using social media for professional learning: Seek sense and share. Retrieved from http://www.bethkanter.org/seek-sense-share/

Utecht, J. (2008). Stages of PLN adoption. Retrieved from http://thethinkingstick.com/stages-of-pln-adoption