Learning, influence and trust through social media

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How trust is affected by online behaviours.


Learning, influence and trust through social media

Learning, influence and trust through social mediaJoanne JacobsCOO, 1000heads | @joannejacobsImage source: http://www.flickr.com/photos/sbh/4770692674/

Session PromiseTo identify how different social media platforms and processes support different learning stylesTo demonstrate the role of stories and trust in facilitating learning through social mediaTo show how influencers can be used as both a channel and a location for learningTo describe the role of new intermediaries for organisational learningImage source: http://www.flickr.com/photos/zitona/4053097146/

Social Media and LearningAdoption still growingFacebook: 845 million active usersTwitter: 127 million active usersLinkedIn: 150 million usersGoogle +: 90 million usersPinterest: 21 million users Usage variations for learningCollaborationProblem solvingSharing knowledge/newsInfo organisationSocial

Image source: http://ansonalex.com/infographics/social-media-usage-statistics-2012-infographic/#infographic originally posted by OnlineMBA.com

Current issues with SoMe LearningTendency to measure social learning through hit rates and low-level engagementTendency 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 ExistsDecline in trust of corporate sourcesNeed for specialised informationUnderstanding that expertise is located around passionate individuals, not necessarily around paid endorsersImage source: http://www.flickr.com/photos/christopherdombres/4462311122/

TrustTrust is generated through history of voluntary contributions of useful, reliable informationImage source: http://www.flickr.com/photos/vagawi/3155400274/

Stories as Sources of TrustMost valued contributions of information come from people you knowStories of experiences are the most likely vector of such information Image source: http://www.flickr.com/photos/pagedooley/4080412658/

InfluencersPeople 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 LearningInfluencers either:Tell stories; orAct as the location for story tellingImage source: http://www.flickr.com/photos/crsan/3697785107/

Social Media and InfluencersInfluencers tend to have robust history of interactions in social channelsTend to share useful content created by others, not just themselvesTend to respond quickly and in an appropriate manner for the social channelImage source: http://www.flickr.com/photos/salva_moreira/5461302963/

Facilitating Learning from InfluencersInfluencers are experts, but not necessarily effective teachersInfluencers understand subject matter, but not necessarily organisational priorities and processesNew 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 InfluencersMUST NOT control influencer contentMUST NOT treat influencers like celebrity endorsersInfluencers are experts; facilitators need to accept all advice and deliver to appropriate sourcesImage source: http://www.flickr.com/photos/jdhancock/3574716051/

Reviewing InfluencersWhile always important to listen, also important to ensure value of learning is sustainedInfluencers tend not to be static; need to introduce new influencers over time, and retire old sources when their effectiveness reducesImage source: http://www.flickr.com/photos/ssh/12638218/

Facilitators as Editors/FiltersGreat benefit of social media is lack of filtersLearning via social media requires human filters to ensure right information being delivered to the right people at the right timeImage source: http://www.flickr.com/photos/jdhancock/5177358991/

Facilitators as Trust GeneratorsEditing and filtration function of learning facilitators crucial to trust generationFailure of filtration function will immediately impair trustImage source: http://www.flickr.com/photos/23912576@N05/2962194797/

Impact of MobileShorter conversations and level playing field for engagementIncreasing adoption of mobile means greater participation in social networks as socialImage source: http://www.flickr.com/photos/jdhancock/3408649524/

Mobile isnt optionalThere will be 788 million mobile-only Internet users by 2015.Global mobile data traffic will increaseby a factor of 26by 2015.

Source: CISCO Data Traffic Forecast

Image source: http://www.flickr.com/photos/yourdon/3599753183/

Social Media CharacteristicsFacebook: social channel, closed networkTwitter: short lived channel, good for abbreviated knowledge sharingLinkedIn: professional knowledge exchange, good for Q&A, group organisationGoogle+: good for hangouts and collective problem solvingPinterest: good for visual stories, ideationPath: good for mobile/dispersed users sharing contentNiche networks: better for diverse information exchanges and multiple learning stylesImage source: http://www.flickr.com/photos/jdhancock/6023780563/

Finding InfluencersInfluence measurement toolsResearch on activity and expertiseAsk group members who they respect and consider an expertImage source: http://www.flickr.com/photos/ashtynrenee/5353488424/

Influence measurement toolsKlout measures:Frequency and 'value' of interactions across a range of networkPeer Index measures:Engagements over time in subject areas and based on feedback/conversationsPeopleBrowsr 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 LearningNOT hit ratesNOT number of engagementsChange in organisational practiceSpeed of response to issues

Image source: http://www.flickr.com/photos/aussiegall/5198365474/

Delivery on Session PromisesIdentified 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 learningDescribed the role of new intermediaries for organisational learningImage source: http://www.flickr.com/photos/73230975@N03/6893326896/

Joanne JacobsChief Operating Officer, 1000headsp: +61 2 9809 8966 m: +61 2 419 131 077e: joanne.jacobs@1000heads.comt: @joannejacobsQuestionsUnless otherwise specified, all images used in this presentation are Creative Commons under an attribution licence. All sources are identified.