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 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 05 – Module 2 – Delicious bookmarks

According to Wikipedia, Delicious has been around since 2003, and I joined around then. (Wikipedia, 2013). While working as a casual Information Services Librarian I was not tied to any one desk or pc, therefore using Delicious as a portable toolbox of my favourite websites proved to be a useful resource in the delivery of my professional services.

Once I found myself in a permanent position with a pc to work from, I deferred to the favourites tab in the web browser and my use of Delicious languished. I was not aware of their changed site until recently.

Now I find that I don’t even use the favourites list in the browser because Google finds the sites I want in as much time as it takes to click through my favourites list. Having said that, I do think that Delicious is an excellent online resource for sharing and organising URL’s. The tagging system is simple, flexible and sensible. For information professionals delivering classes and topics to groups of people, it is an effective way to build subject guides and reference lists as shown by the social networking group at Charles Sturt University @sissocialmedia. (Delicious, 2013a)

Investigating the new website at Delicious I notice that it has changed quite a bit and I have to relearn how to work the site. Apparently redesigned in 2011 the new interface needs some getting used to. (Wikipedia, 2013) I can’t seem to be able to sort my tags by date and this is a bit of a shortfall I think. I can see potential for the mobile app and may even begin to use it again. It is the tagging, portability, accessibility and storage in ‘the cloud’ that are the real benefits of this tool.

It is a great tool for creating an online personal portfolio as I did in 2009 and it helped me to get a job. After the initial interview I was asked if I could show some examples of my work and as I had prepared the portfolio prior to this request it was a quick and easy task to email a single URL that provided a list of my work with explanations in the notes field. (Delicious, 2013b) A very useful exercise gained from Michele Martin at The Bamboo Project. (Martin, 2008) This process has changed a little since I first created the portfolio and it now requires the tags to be bundled. It does need some thought, time and effort to create as you will need to think about how you want to illustrate that great work you have done. (Slideshare, 2009)

Original photo and original oil painting by Susan Bentley

Original photo and original oil painting by Susan Bentley

In the case of articles it is easy, but if your work is in the form of website design, or photographs, or artwork, then you might need to think about how best to show these. Slideshare is a great tool for this.


Delicious (2013a). @sissocialmedia – Delicious. Retrieved from https://delicious.com/#sissocialmedia

Delicious (2013b). @suesbent [SusanBentleyPortfolio]. Retrieved from https://delicious.com/#suesbent/tag_bundle/SusanBentleyPortfolio

Martin, M. (2008). Guide to Using Free Tools to Create an Online Portfolio. Retrieved from http://michelemartin.typepad.com/thebambooprojectblog/2008/03/guide-to-using.html

Slideshare, (2009). Photos by Susan Bentley. Retrieved from http://www.slideshare.net/suesbent/photos-by-susan-bentley

Wikipedia (2013). Delicious (website) – Wikipedia. Retrieved from http://en.wikipedia.org/wiki/Delicious_(website)

OLJ 04 – Module 1 – The Technium

Reading the thoughts posted by Kevin Kelly about the adoption of technology and technology as an organism was interesting and although first posted in 2009, the theories still resonate today in 2013, as technology continues to grow as a “self-organising living force.” (Kelly, 2009b)

Some of the points that interested me are: that technology is a “cosmic force” that precedes the Big Bang; that the adoption of technology is not always obvious and is even rejected despite clear demonstrated benefits; that people make definite decisions to not use particular technologies “simply because” and this is often based on how we want to “signal our identity”. (Kelly, 2009a)

Applying these ideas to the world around me I observe the love of gadgets and new technologies in some of the people I know. I share their excitement when obtaining a new toy such as a shiny new electronic notepad, or tablet. I share the enthusiasm of others in my sphere when we try to tell our customers, friends and family about the fantastic opportunities in libraries today especially via our digital resources. I love to try out new online technologies and agree with Kevin Kelly that “the only way we can determine whether something is good or bad for us, is through use.” (Kelly, 2009b)

But equally I observe the “Luddites” around me. You won’t find them on Facebook or Twitter or blogging. They might have an email address and a mobile phone but that’s it. You are more likely to find these people gardening, or cycling, or fishing, or out in the community somewhere doing practical things. I am generalising here of course and not suggesting that there is anything wrong with this at all. But thinking of those “dis-connected” people I know; those who define their identity within a technologically driven and connected society by choosing to not use any particular technology. As Kelly says ” You define yourself by what you don’t use.” (Kelly, 2009b)

Image: Katsushika Hokusai (葛飾北斎), via Wikimedia Commons

Image: Katsushika Hokusai (葛飾北斎), via Wikimedia Commons

There is no right or wrong here, only personal preferences, but I notice that with the fast-paced evolution of internet-based technologies, these people get left behind and the gap grows increasingly wider. Being immersed in a technology like online social media allows you to get swept along on the wave of development, whereas if you are not in it to begin with, there are more skills to learn if and when you do dive in.


Kelly, K. (2009a). Ethnic technology, The Technium. Retrieved from http://www.kk.org/thetechnium/archives/2009/03/ethnic_technolo.php

Kelly, K. (2009b). Penny thoughts on The Technium. The Technium. Retrieved from http://www.kk.org/thetechnium/archives/2009/12/penny_thoughts_2.php

OLJ 03 – Module 1 – Open Leadership

Driving to work along the open highway past fields of summer-yellowed grass still wet with morning mist, I listened to an interview from 2010 with Eric Schwartzman talking to Charlene Li on the topic of selling social media to leaders of organisations.

The main point made by Charlene Li is that leaders need to embrace online social media tools and that they will benefit by doing so, instead of having a closed attitude to discussing the organisation through social media channels. Several examples were given where organisations had handled negative comments; some positively and some negatively; and how this can influence their success or demise.

A comparison was laboured between Facebook and Google. I thought this was a flawed argument since Facebook is a social networking platform and Google is a search engine. It would have made more sense to compare Facebook with Google+, but according to Wikipedia Google+ was launched in mid 2011.

wind_turbines_image_by_susan_bentleyAs I drove along past the wind turbines, listening intently to this podcast, thoughts would arise that I wanted to note for my studies, so I paused the audio, swapped over to the record function on my iPod, then made a voice memo that I would later transcribe. I did this several times with my eyes on the road ever watchful for kangaroos, koalas, and other traffic.

I thought about other resources I have consumed of a similar nature. I regularly listen to two podcasts: This Is Your Life by Michael Hyatt is about “intentional leadership; Circulating Ideas is a library focused podcast by Steve Thomas; Face2Face is a book by David Lee King on social media for libraries; and Leadership for the Disillusioned by Amanda Sinclair is a book about the changing nature of leadership and offers some practical advice for more effective leadership. You can hear what she has to say here.


Allen & Unwin (n.d.). Leadership for the disillusioned. http://www.allenandunwin.com/default.aspx?page=94&book=9781741751000

Hyatt, M. (2013). This is your life. Retrieved from http://michaelhyatt.com/thisisyourlife

King, D. L. (2013). Face2Face: Using Facebook, Twitter, and Other Social Media Tools to Create Great Customer Connections. Retreived from http://www.davidleeking.com/face2face/

Li, C. (2010, September 14). Selling Social Media Strategy to Leadership . (E. Schwarzman, Interviewer) Retreived from http://ontherecordpodcast.com/pr/otro/selling-social-media-boss.aspx

Melbourne Business School (n.d). MBS: Amanda Sinclair. Retrieved from http://www.mbs.edu/index.cfm?objectid=B42F0DA2-D3F2-B4EF-439FB4A96E73657C

YouTube (2012). Prof Amanda Sinclair, University of Melbourne – Leading mindfully at work. Retrieved from http://www.youtube.com/watch?v=AyvmnI1fvdg

Thomas, S. (2013). Circulating ideas. Retrieved from http://www.circulatingideas.com/