Google will drive your potential user directly to their page of interest without passing through your website home page.  This of course improves as your complete site is indexed in Google, a process which can be controlled by the creation of a Google site map.

And now onto the So what? part.

At IFPRI, we have found that over 30% of visitors to our website are coming from Google (compared to only 7% of visitors entering the site through our front page). Once we accept that our homepage is no longer the main conduit directing traffic to our site, we need to rethink how we work with the web. For example, many users now bypass our front page altogether choosing instead one of the landing pages under the section headings or going directly to documents of interest from the Google search results.

The organisational website struggles even more when it comes to featuring all the activity the staff have in social media (web 2.0) such as presentations loaded onto Slideshare, videos on Youtube and tweets on Twitter and blogs. This is not bringing into account the presence the scholarly world has created using Google Books and Google Scholar. In contrast, the Google results page features them all.

These findings have convinced us to change our outlook toward conceptualizing the role of our website in connection with Google and other search engines that are now playing a bigger role than ever in directing users to the content they are looking for. In particular, we highlight the following 6 changes to our approach:

1)      Every page should now be considered a “landing page.” By indexing your whole site, visitors come directly to the page or file they are looking for without ever coming through your organizational home page so linking to other relevant content from each and every page becomes more important than ever.

2)      No site search is as good as Google in many users’ eyes, so whatever you try with your site search, you need to pay particular attention to how Google search results for your site are being displayed.

3)      You need to use other web publishing platforms in order to heighten your profile in Google and other search engines. Google promotes YouTube results over others so having an online presence in Youtube has become more important than ever. And, if you consider each video as its own landing page, you should always remember to link back to your organizational website from YouTube and other web 2.0 services (e.g., blogs, Slideshare, Twitter, etc.).

4)      Google AdWords allow you to control where your organisation will appear in the new subject portals (Google search pages on specific topics now act as a mega-portal).

5)      Google’s Custom Search Engine (CSE) product brings the benefits of Google to your own site search. If you can’t afford the time to manually index your entries on YouTube, Slideshare and other social media platforms, you can get Google to do it for you by including these channels in a customized search box appearing on your website. See our first attempts here.

6)      Boost the visibility and accessibility of your scholarly content by include your books and monographs in Google Books and let  Google Scholar crawl your articles and publications site.   

In conclusion, the website is still essential but we encourage you to rethink the role of your institutional website. Namely, we now envision our website’s primary role as the institutional repository that requires putting related materials in context- i.e., linking YouTube videos and Slideshare presentations to relevant publications and research theme pages on our website. Perhaps our various online platforms are fast becoming a series of interconnected mini websites that present our work in various formats to the different audiences of potential users. And now more than ever, it seems essential to “be present at the right place and at the right time” when a it seems that Google will be a main entranceway for directing them to our diverse online content.

And now more than ever, it seems essential to “be present at the right place and at the right time” when a potential user seems to search the web, Google will be directing them to our diverse online content.

Chris Addison

Following the result that most of our visitors come through email or direct publicity we have been looking more closely at how our email “New at IFPRI” is used by the recipients. Looking at opening rates and click through rates we can get an idea as to the interest in the different materials. We have found the increased click through rate from images versus text and more interest in shorter materials.

Action: increased focus on email campaign, analyzing and changing formats.

Social Media

We were surprised to see how quickly social media is building an audience for our materials. Evidently different products are more suited to the audience than others, hence the video was widely retweeted on Twitter, whilst the book itself less so. It was also critical to make best use of tags to attract new audiences, to follow more people with the IFPRI twitter account to build followers, and to attract retweets from larger or key audience accounts.

Action: include lessons learnt in the social media guidance under development

Video/Multimedia materials

The success in the video product in attracting more users and raising awareness shows the importance of considering multimedia products. We are increasingly developing presentations to explain new findings, products or services. Key to this is hosting these materials where the user is looking for them, we therefore make extensive use of YouTube and Slideshare.

Action to develop explanatory materials as presentations or interactive products.

The Website

With everyone emphasizing the importance of web2 and social media tools for web communication it was interesting that our results underscored the value of the website in bringing an audience to IFPRI products. We have learnt from the keywords used to access the site and the focus on the topical interests of the user rather than the organizational structure of the site.

Action: We have developed more topics pages on the website (our work in focus) and developed a series of options for users to subscribe to content by topic (RSS).

Facebook and Linked In

Analysis of visitors to Millions Fed showed the importance of Facebook and Linked in for attracting a targeted audience.

Action: Continued development of LinkedIn to attract alumni of IFPRI and development of Facebook to capture a younger audience.

Quoting reach rather than just numbers of visitors

We discovered in the course of the analysis the value of quoting our visits as a proportion of the overall internet population of a country. We would like to develop this idea and compare with others.

Action: Compare statistical analysis of IFPRI reach with other development organizations working in agriculture and food policy research.

Dialup and low bandwidth

We found that dialup connection is still used to access our site but only from Germany, India, the US and Australia. We will continue to ensure fast loadtimes, and caching of our materials.

Action: We are looking to provide more guidance to low bandwidth users, and promoting more email delivery rather than a very low bandwidth version of the site.

Access by mobile phone

We found that very few people view the site with a mobile phone.  But are investigating further whether this is because we don’t offer a mobile interface.

Action: In a similar approach to above, we would prefer to promote the use of feeds and email for accessing our content on mobile phones.

Measuring success

By our own standards we were very successful in raising awareness of the product and the strategy of using more social media and web2 tools to get the message out clearly worked. However in terms of readership of the final product, other web-based publications produced during the year were more widely read.

Reviewing how our web strategy matches our communications strategy has provided some interesting insights into how we can use the web more effectively. The use of the web needs to address the key requirements raised by the four components of the overall communications strategy.

IMPACT
In the first element the quality of research can be measured by the use of a number of web based tools, for citations, comments and uptake. The Quality of the communications may be split into two components; the quality of the product (content, style, format), and the quality of the promotion (process).

CONTENT
The web provides many opportunities for the storage of content, not just physically on the website, but increasingly on repositories elsewhere. Videos are stored on YouTube, presentations on SlideShare and photos on Flickr. These don’t just serve as places to store materials, but are places where people search for materials and so promote as well as providing access to content.

STAKEHOLDERS
The stakeholders are looking for information on the web in different ways. Potential contacts can be identified on the web for individual campaigns; they have their own communities of practice online. They can be reached through our existing site, by email, but increasingly through social networks.

ROUTES
The fourth component of the strategy is focused on how to reach the stakeholders, not only through IFPRI’s own efforts directly, but also through intermediaries, be they the media, the growing band of infomediary organizations or through individual champions or thought leaders.

The Web presence
To build a web presence to fulfill these requirements we need to look at the roles we need to play. These seem to fall into seven categories:Building the capacity of staff to use and publish on the web; Setting up systems to capture content; Publishing this information on web platforms; using social media to publish and promote to different audiences; indexing our materials so that they can be presented in context and easily found; disseminating content through feeds and email and promoting our products through inclusion in other sites, directories and infomediaries.

Web platforms
The web platforms include the Website, Portals, Blogs and Group spaces. We build these services on the same platforms ensuring possible integration of content and ease of maintenance. The portals address very specialized audiences and so vary considerably in their functionality. They are usually a hybrid between an online service and an e-publication. With such a diversity there are new challenges for featuring content across platforms, integration and cross searching.

Promotion
In addition to normal marketing activities we have used a number of more automated methods of promotion, such as indexing in Google using sitemap, blogsearch, google scholar and OAISTER through the production of OAI files. Registration in infomediary directories and sites is another route being developed in line with the communications strategy.

Social media
Through using Twitter, Facebook and LinkedIn new communities of users have been reached and by integrating these services through the use of feeds we have new ways to disseminate information about events, publications and projects. The Youtube and Slideshare accounts host our videos and presentations and bring visitors back to related information on our website.

Indexing
Indexing becomes essential as web materials are no longer held on one server, nor are they only viewed through the website. Each page, video, document, presentation or article needs to be indexed so that it can be presented to all the potential audiences through their preferred interface.
The indexing is essential for three reasons:
Being found/Promotion:Therefore for those users reliant on Google, the work done by the library in submitting all publications to Google scholar is essential, the sitemap from the website and the feeds from the site all ensure that our materials are found.
Sending/Dissemination: The indexes are used to generate feeds by topic, country or type, with the potential to deliver to audiences through a range of systems, via Twitter, by email, through web pages, embedded in a blog, viewed through a newsreader.
Providing a search interface: The indexes used provide act as search engines with metadata to control the quality and relevance of results. This can also present lists by keyword or tag, to present lists of materials through the main website.

Dissemination
In addition to the email newsletter New at IFPRI, we have worked to reorganise materials around topics and countries. For the thematic pages we have also used the taxonomy to produce feeds. RSS and email subscriptions have have been consolidated in one reference page for subscribers at http://www.ifpri.org/rss

Why?

• Reporting from the conference is much faster. The summaries of the presentations were usually posted within 30 minutes following the sessions and included links to the power points and other related material.
• The blog is much richer than many of the traditional conference reports, you usually get several months after an event. In addition to the sessions summaries, all the presentations and related briefs and other materials, the blog contains links to related news, short interviews, commentaries from people who could not attend the conference, and photos from the event.
• Unlike traditional reports this format allows people to participate and shape the outcome of the conference and it allows people who are not there to participate.

What?

• Sessions summaries and commentary were posted directly on the blog, which also become the central place linking to all other content;
• We also posted running commentary, questions, and information (including logistical information) for participants;
• Presentations were posted on Slideshare;
• Photos were posted on Flickr;
  
• We posted videos to Blip.tv;
• News were tagged and bookmarked on Delicious; we posted our own press releases on the blog and broadcasted them in other media outlets.
  

Lessons:

1. We had too little wo(man) power. Our conference had about 100 participants and we were two to blog the sessions. We had help to take pictures and conduct a few interviews, but had to take care of a lot of the small things like collecting an uploading the presentations which is very time-consuming. Those who live-blog or summarize the sessions should not have to do anything else!
Here are the things that need to be done:

• Live-blog or summarize the sessions;
• Conduct interviews;
• Collect quotes;
• Take pictures;
• Collect and post presentations;
• Collect and post photos and videos;
• Search and tag relevant news stories.

Depending on the size of the event one person can obviously take care of a couple of these. To minimize the amount of people you need to hire, you can train some participants beforehand. We would have liked to involve participants more, but ended up doing many of these things ourselves. One essential thing is to make it easy for participants to contribute (e.g. email in comments), but you can also integrate with the conventional reporting and use note takers to post to the blog.

2. Start discussion on the blog and other media before the conference (2-3 weeks) and help people to already contribute. Prior to the conference, we only used the blog for logistics, but not for content.

3. A good internet connection is crucial to upload all the materials and to allow participants to contribute.

4. Be aware

• Is the blog open or closed? this will influence how much participants will be willing to share; sensitive subjects will not be discussed if participants feel their commentary is not private.
• Rights to content (photos, ppts): make sure you have the rights to display all the content.
  
• New tools can be dominated by few people who use them. Just as with offline conferences (or maybe even more so), you need to support the voices that would normally not be heard. This relates to peoples comfort level, but also to their skills (computer literacy), and to their connectivity.

Additional ideas for the next conference:

This list comes from our own discussion following the conference but also contains many useful ideas, I picked up from a talk by Chris Addison:

• Build a participants wall; take pictures as people arrive and post them on a wall;
• Create Conference proceedings from blog (cut and paste);
• Ask participants to interview each other (need to have a few (cheap) cameras on hand for this);
• Get non-F2F attendees to send in questions/ comments/ expectations before the event;
  
• Integrate twitter as it is very easy to post and conversations develop easily. If you work with twitter make sure you define a unique tag (or hashtag) for your conference so others can follow the related updates more easily.
  
• Use wikis or online whitepads (e.g. etherpad) for working groups. Some of these will allow remote participants to contribute so they can not only follow the discussions but also add comments and questions.
• Communicate your conference tag to participants so that can use it for other services, such as Flickr or social bookmarking (e.g. delicious)
• Use tools such as http://www.coveritlife.com for live-blogging.

Also from Chris’ presentation here are a couple of conference reporting styles. You will most likely use a mix of these:

1. Central reporting – contractual;
2. Facilitated reporting with guidance: a few selected participants and organizers will be responsible for reporting;
3. Social reporting/ commentary: always happening, e.g. Back-to-Office-Reports; just need to find ways to tap these sources of information and commentary about your conference;
4. Integrated content production – need training to build literacy otherwise a few are likely to dominate.

Technical lessons:
The Rights and Climate Conference blog is hosted on wordpress.com, which had a couple of limitations for our purposes: the statistics are not good enough as you cannot see a geographical breakdown; people new to the platform had to get used to menus and interface, and wp.com does not allow emailing in posts, which makes it more difficult for non-tech participants to contribute.
For my part, I used ecto (a blog editor) to post my updates, since I was afraid that I would lose content blogging on the web-interface in the event of connection problems. Using ecto worked well for me, but it might also not be the solution for everyone. I do like Windows Live Writer for computers running windows.

Other Examples:

• http://educafroc.blogspot.com/
• http://www.evange-list.com/2009/03/power-shift-best-practices-in-social-media-integration-online-off/

The conference will happen this coming Saturday (May 9, 2009) and is an experiment in realtime virtual collaboration and will try to answer the question What tools and principles do we need to help change to unfold? Social and technological development as means for better organizations, and a better world.

Go to the Change Management Toolbook to register and to find out how to participate. Another way to get news and follow the conference is to tune into twitter hashtag #rtvc.

Let’s Really Go Online! The Potential of Social Media for Improving Organizational, Project and Personal Impact.

IAALD also wrote and interesting commentary on social media for agricultural research.

To give our network members, who cannot participate in person, a chance to hear and be heard we created a conference blog at www.rightsandclimate.org. The blog will thus not only serve as the knowledge repository where we post background information, presentations, sessions summaries, short interviews etc., but we hope that it will generate a side discussion as well.

The conference blogs Climate and Health Challenge Dialogue (great idea to post arguments in the form of short quotes) and Taking Action for the World’s Poor and Hungry People (thanks to Pete for sharing his experience in running that blog) helped a lot in preparing this event. An invaluable tip by Beth Kanter is to use a blogging software to be less vulnerable to failing connections.

Let us know if you have any other tips, dos or donts for us and if you are interested in the topic make sure you check out the conference blog and leave comment.

One very telling quote from the video:

For the last hundred years we have used the industrial narrative. Schools are like factories, it’s an administrative process, it’s about control and order.

Michael and his group of students used participant observation, a method mostly used by anthropologists to study different cultures and by doing so offer a very different perspective of youtube. My first impression of many youtube contributors as weird and individualistic was replaced with the image of a highly connected community with strong values. Very frankand aggressive commenting, attempts to cheat and other acts against these values and the community complete a snapshot of humanity.

All in all, this research shows that you can only really understand (and should only judge) social media (and any community for that matter), when you have participated yourself.

Watch it:

More on digital ethnography and Michael Wesch’s work on his blog.

The main page of Changing Lives explains:

Research findings may be widely published in scientific journals, peer-reviewed and academically admired — but are they filtering through to the public, and bringing about tangible improvements to everyday life?

In partnership with www.research4development.info, IPS is seeking to answer these questions, enliven the debate about research, and help to ensure that it does indeed change lives.

You can read the stories here.

Why am I sharing this? Besides being amusing, I think it teaches a valuable lesson about our predisposition to accept stories and theories that confirm our own preconceived ideas and biases. An example in development policy is the tragedy of the commons that still today is used to justify the dismantling of local (often collective) property rights systems in favor of individual, exclusive property rights.

Let’s question our assumptions before we take important decisions especially when they have an impact on others.

Last summer, some colleagues at IFPRI and I decided to begin offering a series of weekly trainings aimed at teaching researchers about new web-based tools and services. During the first several months, this is exactly what we showed- tool, service, tool, and so on. Staff who participated in these early trainings would later report that they had hardly heard of, let alone used, many of the tools and services we were showcasing- wikis, del.icio.us, iGoogle, etc. They also would reveal that few continued using them in the months that followed their first taste of the new tools and technologies.

So we did what people normally do when they get really busy for awhile- we continued teaching the same lessons in the same style until we had some time to calm down and reflect a little. Finally, we began to ask why more staff wasn’t using these tools on a regular basis. And why we weren’t able to attract more research staff to the trainings. We knew these were directly linked, and began to explore new approaches for reaching our target audience. Below is a summary of some of the more important lessons we’ve learned so far, along with the stories behind them.

1. Focus on the job, not the tool. The first couple of times we talked about social bookmarking services with researchers, we showed them del.icio.us. In fact, we showed them how to create an account, how to import their browser’s bookmarked pages, and briefly explained about tagging and how to share resources with friends and colleagues. At the end of the session, we basically just told the researchers to go to it. A handful of researchers later asked us for help setting up their accounts. Few, however, reported that they were still using the service months after the training.
   What went wrong? Well for starters, we were focusing on the tool rather than the application. Turns out, researchers wanted to see how this tool could be applied in their daily lives. Otherwise, their interest in the tool quickly passed. The leadup to a major international conference on “Taking Action for the World’s Poor and Hungry People” turned out to offer a perfect opportunity to showcase one strength of social bookmarking services- the ability to create collaborative lists in real time. In years past, organizers of such events spent months and months contacting leading researchers asking them to submit lists of important works related to the conference as well as publishers to request permissions to make these texts freely available to audiences in the developing world. Prior to this event, targeted individuals received an email invitation to submit their lists electronically and were given three options for doing so- emailing in their entries, filling out an online form from a website or using their own del.icio.us account and a tagging their recommended papers with a common keyword (food4all). Though the majority of submissions were collected via email or online form, our del.icio.us page became the central repository for these resources and was used to publish the bibliographic list onto the conference website. When we showed this application to researchers in subsequent trainings, it provided a concrete example of what the service could be used for in supporting their own work. And, not surprisingly, more researchers got on board and have begun using social bookmarking in their daily lives since then.
2. Researchers like hearing from other researchers, not us. Our first couple of sessions about blogging were well attended by research staff, but few expressed interest in setting up their own blogs. Once again, this had us scratching our heads as we tried to figure out why blogging wasn’t catching on among staff. Our approach was to present blogs as a website-in-a-box that anyone could set up in a matter of minutes and showed how many millions of blogs were started by “regular people” every month. So it seemed to be another case of focusing too much on the tool rather than on how it can be used.
   Yet in subsequent presentations, we began showcasing organizational blogs from IFPRI and other research organizations and still few seemed interested. Fortunately for us, though, we were able to capture the attention of a couple of younger researchers during these early trainings who would later take blogging at IFPRI to new lengths. Eva Schiffer, a post-doc who developed a social networking analysis tool, thought a blog would be ideal for sharing ideas and applications for her tool with the wider research community as well as on-the-ground development workers. Soon, the number of entries and amount of traffic from Eva’s Net-Map Toolbox blog had surpassed that of IFPRI’s other blogs, and we invited Eva to present her experiences with her colleagues at IFPRI. During her presentation, Eva explained how the blog connected her to new audiences of readers and that her research actually benefited from the online exchanges with these readers, many of whom included other researchers and development workers engaged in similar issues. Truth is, Eva’s story wasn’t all that different from our own adapted sales pitch- that researchers were using blogs to reach new audiences that didn’t visit our organizational website and that these new audiences often were looking to actively engage in creating knowledge rather than passively receiving information- but the fact that the message was passing from one researcher’s lips into the ears of her peers seemed to make the difference. Several staff approached us following the presentation requesting that we help set up their own research blogs. Go figure.
3. Don’t assume you know what researchers need- go out and ask them! I saved this one for last because, truth be told, we’re only now just starting to move in this direction. Or rather, we’ve been asking them what they want to learn for some time now and we typically hear them recite back to us the list of tools we’re already presenting. For a while, we took this as a sign that we were doing everything right, but then we started to wonder whether or not we were asking the right question. Or, put another way, were they saying they wanted to know more about blogs and wikis mainly because they knew that’s what we could teach them or because they suspected that these tools would help them in their work? Based on how few were actually starting their own blogs and wikis, we had to assume that the former was true.
   We began asking ourselves how we could find out what researchers needed in a different fashion. So we decided to rephrase the question – What are some common communication bottlenecks you face in your work? Many complained of email overload. Others expressed the need for collaborative work spaces for posting data, figures and working versions of research papers for sharing among colleagues and project teams. All this has led us to the point where we are now testing out several content management systems that support the type of functionality researchers have requested. And it seems unlikely that we would have arrived here so quickly had the researchers not shared with us information on what they needed.

All told, we’ve learned quite a bit from our experiences over the past year (and maybe even more than we’ve taught). And I’d like to be able to tell those of you interested in implementing similar trainings to simply follow the tips I’ve shared above and your organization will be Web 2.0 savy in no time. But with all change, these things take time. Having another year under our belts of not just training but also implementing these tools and services in our daily jobs as well as in our personal lives probably has just barely laid the foundation really getting our hands dirty and supporting researchers eager to swallow up knowledge and information on working with new web tools and services (see Stephan’s last post on project management 2.0). In the meantime, keep us posted if you have any tips or “best practices” for teaching 2.0 in your organization and we’ll do the same as new ones pop up.

Several projects are trying to deal with this at the institute level (Pete has written about the intranet project), but there are also a few research teams that are trying to find new approaches and tools to best match their needs. One of these teams is on a good way of changing how they work and communicate with one another. This group identified three factors that have been crucial for their success so far: (1) early on in the process the group reached an agreement about the need for change, (2) everyone was asked to be involved in identifying the new way of communicating, and (3) they have a team leader who is committed to this new way and who forces everyone to come along.

In other words, creating the demand for our support put us right in the middle of a number of change processes. What an opportunity, but now what?

For one, I had to learn that it is counterproductive to start talking about tools right away, even though it is easy (and thus very tempting). Focusing on tools gives the impression that there are easy fixes without ever addressing the underlying communication problems of the group. Rather, we have learned to try and encourage conversations with and within these teams to help them find out what they need to change to communicate more effectively with each other by asking how they typically share information, if they feel that they get all the information they need, and what bottlenecks they have encountered when communicating within their team.

With more and more groups not working at the same place at the same time, part of the answer to improve team collaboration and communication will lie in adopting new (web 2.0) tools, but for some groups the answer might simply be to meet regularly.

As you can imagine these are not easy processes to go through, in particular if the team leaders do not fully buy into them, and it is quite a challenge to try and support these processes. We are learning as we are going but would love to hear about others’ experiences. Have you been there and want to share the experience? Any specific advice on how to guide these processes? What are good ways to help teams to identify their communication bottlenecks?

But the more I think I know about such tricks, the more dismissive I became. “I’ve seen all that before,” I would say to myself.” But all in a single tool?! Well, that’s where the title of the post comes in…

The other week, I was showing a colleague from the CGIAR what del.icio.us could do in a very hands on way. We started by uploading a list of bookmarks from her browser into del.icio.us. This was something I’d done for myself when I first started playing around with del.icio.us, but upon my arrival to Ethiopia and subsequent “misplacing” of my recently bookmarked pages in my work computer I suddenly realized that I needed to update my del.icio.us account more regularly. “I can’t find some of my bookmarked pages,” I explained to her. “I should be updating these bookmarks in del.icio.us more regularly.” (Let’s call this “aha moment number 1″…)

Next, we started playing with some different tags. She’d already done this before and got the basic gist of RSS, but wasn’t aware that each tag in del.icio.us had its own RSS feed. “You can think of tags like folders,” I explained. “Each time you tag a resource, it saves it to a folder by that tag’s name, along with every other tag you assign to that resource. And every page that you can view in del.icio.us- whether it’s by account name, your tags or even a common tag used by others, it has its own RSS feed.” Once again, I was struck by how special this feature was. Not many other services I could think of have this type of tagging, page view and RSS interoperability as part of the standard, free service. (And this was “aha moment number 2″)

Next, we visited her blog at WordPress. I explained that this del.icio.us widget she had in WP could be configured to display all her links from del.icio.us or just those belonging to certain tags. We configured the widget and voilà!- her del.icio.us items showed in her blog. Needless to say, we both were highly impressed.

Next, I showed her an webpage whose entire content was driven through del.icio.us. Euforic members bookmark in del.icio.us and they are pulled into the website (note: this is now done using feedburner as an intermediary step). “Amazing,” she said. By clicking through the links, you are taken to their del.icio.us account. And by clicking on the ‘save this’ link to the right of an item’s title, you can easily save it to your own bookmarks- “Amazing!” You can even see their tags for that item, or popular tags from more than 2 million other del.icio.us users and add your own already used tags with just one click.

“If i find someone who has a lot of interesting bookmarks,” I explained, “I can simply add them to my network.”
“What- no friend request?,” my colleague asked.
“Nope. In del.icio.us, these are all public and sharing is the default.” There is a way to hide individual items, if you like though…”

“What else?” I asked myself. “Maybe you’re all excited because you fnd great link and want to share it with a friend. All you do is tag it as as for:yourfriendsname and voilà! it shows up the next time she logs into her account. Moreover, if you and your friends create a unique tag, you could take the feed from that and add it straight into a webpage so that whenever one of you tags a new item, it gets automatically pulled into your website or blog…”

It’s my own damn fault for not remembering how cool and dynamic del.icio.us was. As I mentioned before, Chris Addison helped turn it into the content management system for the Euforic website and Peter Ballantyne uses it to tag all his posts in the IAALD blog (thereby driving up incoming links, overall traffic and even their Google ranking). In many ways, I came to realize that del.icio.us had become the poster child for Web 2.0 functionality (whatever that means). Thanks for reminding me of this, Alexandra.

Any other tips or tricks I forgot to mention?

Recently, I was checking out a Knowledge Sharing Wiki, which mentioned four different applications for institutional intranets. They included:

1. Document sharing across an organization;
2. Organizational staff directories;
3. Online conversation space; and
4. Centrally organized company policies, human resources information, etc.

Of the four, I would label 2 and 4 as the more conventional intranet functions while an increasing number of organizations (IFPRI included) now are clambering for 1 and 3- though not always through the intranet platform. For us, the question quickly became: Why not combine all four to create an all-in-one intranet?

When we first brought up the idea of having features such as customizable staff bio pages and RSS feeds on the new intranet platform, it was met with much skepticism from our IT department. “No one will use it” was their short answer to our proposed ideas. After conceding that it would take time for most staff to become actively engaged, we pointed out that many staff already have such profiles in Facebook, LinkedIn and other social networking software and some are using newsreader software such as Google Reader to stay up-to-date on current journal articles and websites of interest. Rather than building a new Facebook-like platform, we are proposing allowing staff to simply be able to update their bio information on the fly (they currently do so via web-based forms in Access), parts of which would also be automatically published to their public profile on the web. This, we argued, would reduce the time and effort of updating these pages in multiple locations while also giving staff more ownership and greater incentive for keeping the content current. Default content for these pages would simply be imported from the current staff directory, thereby avoiding the duplication of data entry and leaving it up to individual staff members to decide when to adopt the new way of updating their bio pages. Moreover, the addition of RSS feeds and the ability to follow their colleagues’ updated information would create a social networking type environment that would facilitate internal communication.

For online communication purposes, an internal blog using WordPress was launched last year (along with several public blogs), which is now featured on the intranet home page and used by staff for staying up-to-date on both work and non-work related news. Our goal is to fully integrate the blog into whichever intranet platform is decided upon (IT currently favoring Sharepoint due to its ability to be integrated with the Active Directory) and to make the posting of announcements and events as easy as posting a blog entry. Moreover, this type of information also would be shareable via RSS, calendars, etc.

As for document sharing and the online storage of company policies, HR info, etc., some of this already is being uploaded into Sharepoint, which seems to be able to handle document and form libraries rather well, includes RSS feeds, and supports full-text searching. Our concern here (and it’s a big one) is that Sharepoint does not perform well in low bandwidth environments, such as those faced by most of our outposted staff (see KM4dev online discussion of Sharepoint). Other document sharing platforms currently being used by IFPRI staff include Teamspace, wikis and Google Docs & Spreadsheets. Rather than limiting all staff to using a single platform, our idea is to be able to link to all of these services via the intranet portal. In the case of Teamspace, integration with Sharepoint would be quite straightforward while the different wiki platforms could either be integrated directly into whichever platform is used or simply by having their content displayed on a given page either via an iFrame or embedded RSS feed.

In sum, although no single tool or platform fits all the needs expressed by staff and management, Web 2.0 applications allow for outside services to be pulled in, remixed and displayed in various ways within a dynamic intranet platform. These new developments have caused some to predict that the lines between intranet and internet will become blurred and that the “classical intranet” will become history in a few years. At IFPRI, we are banking on such predictions coming true, taking stock in the idea that if information is easier to find, update and share, user behavior will adapt accordingly.

Do you agree? Did I forget anything? Are there other posts and resources I should point my colleagues to?

One can create blogs for different purposes, and the following tips might not make sense for all possible applications (e.g. closed blog for personal reflection, or archiving for mailing lists), but those blog authors, who want to reach old and new audiences and engage with their readers might want consider them. At the end of this post you can find a list of all the posts I took the ideas from and a couple of blogs that are good starting points to read more.

Writing in the blogosphere is definitely more casual than writing scholarly papers, but also here the number one rule is to give credit to the ideas, quotes and pointers you got from other people. The main way to do that is to link to the original, but you can also name people and thank them in your post. Other tips include:

• Link to relevant content: It not only gives credit to other’s work but also helps your readers to delve deeper if they want to.
• Make it easy for people to find what they are interested in: Tag your posts, use categories and add a search box to your blog
• Be open and embrace critique: If you are not sure about something, say so. Readers are much more likely to engage if they feel that you are interested in real conversation and in learning from and with them and do not just want to broadcast your ideas. That includes dealing with critical comments in the same way you deal with praise. Never delete comments unless they are clearly spam.
• Ask questions: Questions in your post engage your readers. It helps them to respond with comments or on their own blogs.
• Watch your language: What you are writing is on the internet for anyone to see, and the internet is a web of connections. So talking badly about colleagues, the own organization or even competitors will come back to haunt you.
• Only post material when you have the proper permissions: Publications, photos, videos and other materials may be copyrighted. Sharing them on a public website is in those cases not allowed without permission from the person or organization holding the copyright.
• Search for related blogs in your area and comment: Commenting on others work shows them that you care about their ideas and work and makes them aware that you exist. There is so much going on on the web, that you have to go where your potential readers are to show them you exist.

The posts that I drew on are Tips from a New Blogger, 9 Lessons for Would-be Bloggers, My Blogging Advice to Connect with your Readers, and Weblog Ethics. Good starting points for further reading are ProBlogger, and Beth’s Blog.

The social web can enable users to more easily find the exact information they were searching. But if the scarce resource of the connected age is attention, then we are likely to see a surge of new ways of and tools for marketing and PR in the battle for audiences.

As producers of information and products learn how to use the social web to reach people, these same tools will be weakened in their function to facilitate access to the best information in favor of the loudest voice. How do we know that the loudest voice is the one we want to listen to? and if it tells us what we want to hear, why would we not listen or even go look for an alternative one?

Research debates have very similar problems: Big names are favored and have a lot of influence, newcomers and dissidents have to accept the supremacy of the established voices. But, do the big names always produce the best information? or did were they just lucky to have one great idea that made their reputation?

But this post is intended to be less of a confessional than an exploration of the question: When and how will the so-called “mobile revolution” take shape, particularly in the context of the developing world? Christian Kreutz recently addressed this question in his blog, focusing on mobile use in the collaborative web of wikis, blogs, RSS feeds, etc., citing the argument that the mobile phone already is more useful in developing countries than the personal computer for accessing the web. This argument seems well justified by the fact that there are now more than 3 billion mobile phones in use worldwide and the fastest growing markets for mobile subscribers are found in the developing world. But Kreutz also wonders “why so little has been developed in order to interact and collaborate via the mobile phone in the social web.”

Kreutz’s concerns are well justified. At development conferences, one commonly hears about the impending mobile revolution for sharing web-based information and how such technologies will allow poor people in developing countries to “leapfrog” many of the communication barriers experienced in the North. Yet aside from the occasional story of people in rural Africa receiving RSS feeds or reporting on election results from their mobile phones, I suspect that the vast majority of citizens of the developing world will suffer from the same lack of knowledge about how to get the information they’re looking for delivered to their mobile phones (the “pull”) as many here in the developing world still do. And getting them to “push” information from their mobile phones to the collaborative web may lie even further off on the horizon.

In sum: having the proper tool is no guarantee that information will be widely exchanged among citizens of the developed and developing world. Now that new tools offer the possibility of more and more citizens of the developing world to receive timely information that they can use toward bettering their life conditions (e.g., market prices, drought and flood warnings, educational content, etc.), it is up to the development communities to work with these partners to make sure that they know where to find it and how to take ownership of it themselves.

Web 2.0 made it much easier to share and search information, but it also led to information overload for many users. Following the above definition, web 3.0 will be about personalization and recommendation. While it would be great if this really became possible technically soon, I am wondering if many of us are not already practicing web 3.0 as knowledge brokers in our respective niches.

I, for example, play the role of a filter and aggregator of information within CAPRi: After searching, receiving and digesting all the information that might be relevant to our network (i.e. a lot of futzing) I filter it down to the bits and pieces I feel are important to share. It seems that people are appreciating my work, but for this system to work, I have to have credibility and people need to trust my judgment.

Will semantic tools and their algorithms ever be trusted in the same way we trust our friends, colleagues or a blog we love to read? Will there be the continuing need for a person’s involvement? What does this mean for outreach of research and others who create new information?

• Page views/visitors: It seems like many webmasters and other mangers of web statistics reports have been questioning the value of these for years, but they continue to be reported year after year. Criticisms include the lack of proper contextualization (from what constitutes a ‘hit,’ ‘visitor session,’ etc. to how do we compare our statistics with others) as well as the lack of any kind of clear correlation between these easily-measurable indicators and others designed to measure impact.
• Downloads: It seems to follow that the more a particular publication is downloaded, the more people are reading it, thereby expanding its sphere of influence. In practice, however, the same person might be downloading a particular publication multiple times and even more important than the how many question is the by whom question. As with page views/visitor sessions, Google Analytics‘ mapping features can be highly useful in obtaining this type of data to make sure that research outputs are reaching audiences in the countries they’re intended to benefit.
• Citations: Once again, context is everything. Many research organizations only report on their peer-review publications, and it follows that they are only interested in citations in PR journals, books, etc. Several online databases offer citation tracking information, including Google Scholar, ISI Web of Science, CrossRef’s Forward Linking Program, and CiteSeer, among others. One might be tempted to add these citation figures up in order to obtain a clearer picture of overall impact, but this would not yield such a picture since several of these services count the same citations. Thus, benchmarking your organization’s citations vis-a-vis your counterparts would probably prove more effective in monitoring the impact of your research publications.
• Mentions in the media/blogs: It also seems like many research organizations have been monitoring this for years, but the addition of services like RSS feeds and automated alerts from Google News has made it much easier than in the past. The same also applies to monitoring the blogs via advanced search operators for Google and Google Blog searches as well as Technorati.
• RSS feeds: Once again, many are questioning the value of measuring ‘hits’ as an indicator for impact. Instead, they argue, we’d be much better served in paying attention to the number of feed subscribers out there, though this can also fluctuate heavily over time. For our purposes, Feedburner fits the bill rather nicely, even while sticking only to their free, basic service.
• Search engine rankings: Obviously, there’s one search engine that need not be named (at least, not for the umpteenth time in this post!) that most organizations pay attention to above all others, but few fail to take into account differences across different country platforms. My own advice is to pay attention to your ranking among search results for several keywords your organization may be targeting and look into purchasing ad words for your institution via the Google Grants program (free for non-profits).

1) linking knowledge management to the strategy of the institution (serving targets),
2) developing a culture of knowledge sharing (trust, reward, procedures),
3) involvement and participation of stakeholders (ownership, user logic),
4) capacity development (training, technology, organisational development),
5) contextualisation of information (content, quality, retrieval, communication),
6) monitoring and evaluation (use, impact).

You can download the bulletin here (pdf, 1.88 MB).

There are already quite a number of groups among which a blog of the Farmers First Revisited conference and one on web2 for development. Looks like you can create your own groups once you become a member and choose to include a blog, a discussion forum, a wiki and a calendar.

I have been using twitter for quite a while now and am getting a lot of valuable information from it. Yet, rather than feeling part of a community, I feel more like a tourist who visits the village. Yes, it’s beautiful and I enjoy my stay, but I am glad to go home at the end of my vacation.

Why is this? For twitter (or any other web 2.0 tools) to forge meaningful connections you have to be able to link to people, who talk about the things you are interested in. Both the education and the social media communities are very present on twitter and while I am very interested in these areas and learn a lot of new things by following their conversations, they are not my core networks and I have trouble inserting myself meaningfully. My main topics, rural development and natural resource management, on the other hand, are almost never mentioned, at least if one can trust the keyword tracker, and terraminds.

But how do you get a critical mass of people from a specific thematic community on twitter? I tried to think of strategies to do this but so far have not been highly successful.

The most obvious strategy is to tell your friends and colleagues that you are on twitter. Well, many of them do not seem too willing to invest in new tools they are not sure they will use. Besides, they already know what I am up to and their networks are also not present on twitter.

An idea I have not tried yet would be to broadcast key news of my program or organization through twitter, so instead of inviting friends and people I interact with daily, I offer my wider network a way to connect and stay involved with a program they value. This may attract some in our network who want to receive their news via text message or IM, instead of email or RSS to try out twitter.

I would really love to have people from the CAPRi network on twitter because I think it will lead to more effective information sharing, and it could help network members to directly link up with one another. Plus it might be the way for us to build our own twitter neighborhood.

What other strategies could work? Is twitter maybe not the best platform given that most of our network are in Africa and Asia?

Promoting the use of online bookmarking services (such as del.icio.us) is in my opinion another good way to introduce people to social media. It does not require any commitment to engage with others, just as listening, and allows one to get a couple of immediate benefits. First, using an online bookmarking service allows you to easily access the same favorites from multiple computers. Integration with different browsers allows offline access as well. Second, tagging allows for easy organization of the bookmarks and for discovery of others’ favorites in a given topic (another way of listening).

The most important benefit for me, however, was that as soon as I started using social bookmarking with others, I saw a drop in emails – no more “check this out” or “you might find this interesting” emails, which are usually followed by several back and forths commenting on the page that was shared!

How do you collaborate on social bookmarking services within your team for example? You can subscribe to each other’s rss feed, join each others networks or decide on a joint tag for a specific project or initiative. Additionally, you are not only sharing information but the list you create together has an rss feed that can be displayed anywhere on the internet.

The most popular service is del.icio.us, but I personally am using diigo more and more. It allows you to create multiple groups of people (you can only have one network in del.icio.us) and also supports annotations and highlighting of text on the bookmarked page. I don’t even have to give up my network on del.icio.us since diigo allows me to automatically submit all my bookmarks to several other services.

To me this series presents a great starting point for those curious about what they can and where to start, but it also helps those who are using the tools to convince others in their organizations to follow suit. I will definitely try out the listening tips to see if this helps in showing my colleagues that they can observe without having to commit to anything. Will this convince some that it is worthwhile to engage? Has anyone tried this? What happened?