Design-Stage Considerations for Using Collaboration Sites to Support Communities of Practice

Transcription

1 1700 S. First Ave., Suite 17 Iwa City, IA WEST Design-Stage Cnsideratins fr Using Cllabratin Sites t Supprt Cmmunities f Practice By Circe Stumb and Mandi Bzarth The design f the nline cmpnents f a cmmunity f practice determines its ptential and limitatins even befre any member has jined. Decisins must be made very early in the design stage that will impact the cmmunity s usefulness, lngevity, implementatin, and success. This dcument utlines thse decisins. We pse many questins yu will want t ask yurself, but we d nt ffer answers t thse questins, as each cmmunity f practice will have different answers. We have advice and experience t ffer as yu begin answering thse questins and wuld be pleased t hear frm yu if yu are interested in further cnversatin. Technlgical advances are creating an pprtunity t fundamentally rethink hw educatrs, educatin plicy makers, and supprt prviders cntinuusly imprve educatin. The burgening use f platfrms like Twitter, Facebk, YuTube, and nline discussin grups in bth ur persnal and prfessinal lives is leading t new ways f thinking abut hw peple can cllabrate virtually and what wrk can be accmplished using web-based tls. With mre pwerful technlgies t engage peple wh live and wrk at great distances frm each ther, the generatin and disseminatin f knwledge and skills truly can be a cllabrative and jb-embedded activity amng prfessinals separated by time znes. This means that rganizatins have an pprtunity t rethink nt nly the tls f their wrk, but what their wrk actually is. With s much ptential fr refrming the nature f wrk, defining the purpses f a cmmunity f practice is critical befre yu begin deciding the nline strategies and platfrms yu will use t facilitate this wrk. Indeed, a cmmunity f practice des nt necessarily utilize nline tls, and thse that d use nline tls ften use ther mdes and media fr interactin, as well. Etienne Wenger prvides a useful definitin f a cmmunity f practice: Cmmunities f practice are frmed by peple wh engage in a prcess f cllective learning in a shared dmain f human endeavr: a tribe learning t survive, a band f artists seeking new frms f expressin, a grup f engineers wrking n similar prblems, a clique f pupils defining their identity in the schl, a netwrk f surgens explring nvel techniques, a gathering f first-time managers helping each ther cpe. In a nutshell: Cmmunities f practice are grups f peple wh share a cncern r a passin fr smething they d and learn hw t d it better as they interact regularly. 1 1 Wenger, E. (2006, June). Cmmunities f practice: A brief intrductin. Retrieved frm December Versin 1.0

2 Yu will want t define the nature f yur cmmunity f practice befre yu make technical decisins abut yur nline tls. This dcument was nt written t ffer guidance abut the basic nature f yur cmmunity f practice (thugh we wuld be happy t wrk with yu if that is the stage where yu are beginning). Instead, this dcument utlines key cnsideratins yu will want t keep in mind as yu are designing the nline cmpnents f yur cmmunity f practice. Specifically, we fcus n the cnsideratins t keep in mind as yu determine the platfrm and features fr an nline cllabratin site. We are writing fr rganizatins, gvernmental agencies, businesses, and prfessinal assciatins wh want t use nline resurces t better cnduct yur wrk. Given this audience, ur recmmendatins are relatively cnservative. We are fascinated by the ways that scial media allw us t be ever mre transparent in ur wrk, and we encurage yu t embrace this transparency. Hwever, we als wrk with clients wh must be careful abut the way they engage in nline envirnments. We have experienced the tensin between the freeing up f infrmatin and the desire fr cntrl, particularly amng thse in public agencies. In acknwledging this tensin, ur recmmendatins tend tward a mre managed prcess than many will encurage. It is ur hpe that as yu have psitive experiences and gain fluency with yur nline cllabratin site, yu will be able t lsen up n sme f the management f yur site ver time. We recmmend that yu begin designing yur cllabratin site by articulating all f yur gals, even the big nes that seem unattainable. Next yu will want t define the audience(s) fr yur site and their needs, interests, habits, and skills; then, carefully cnsider yur time and financial investment and what yu can realistically supprt. At this pint, it will be helpful t think abut the relatinship between yur gals and yur capacity in rder t develp shrt-term gals while designing fr the lng-term. With these cnsideratins in mind yu can determine the best type f site t huse the nline prtins f yur cmmunity f practice. We ffer suggestins abut the features f the nline site, management tasks t anticipate, and cnsideratins as yu plan fr evaluating yur effrts. While this dcument may seem cmprehensive, it merely scratches the surface f what is entailed in designing and managing nline cllabratin sites. Yur particular gals, audience, and thery f change will create different questins and needs that are nt cvered here. What this dcument shuld prvide is a slid beginning as yu embark n designing the nline site fr yur cmmunity f practice. Determine the Purpses and Eths f the Site Purpses and Eths Defining the purpses f the site will help yu make decisins abut its features, pririties, and directin during the initial design and nging management f the site. T be vibrant and useful, the nline prtins f yur cmmunity f practice must be a part f yur wrk, nt an add-n r simply a tl. It shuld help yu t cnduct yur wrk, and even t redefine yur wrk. We have learned it is imprtant t make a distinctin between an nline cmmunity f practice and a website. In additin t the ne-way sharing f infrmatin frm the rganizer t the participant that happens thrugh a website, in a cmmunity f practice there is an expectatin that participants, t, will share and cllabratively generate infrmatin. Clearly stating yur definitin f an nline December Versin 1.0

3 cmmunity f practice at the beginning f the prcess will help yu and yur team resist the temptatin t treat the cmmunity as a traditinal website. In additin, it will help ptential members understand what they can cntribute and hw they can benefit frm participatin in the cmmunity. There are several questins t ask as yu get started in defining the purpses f the site: What is the site intended t d? One-way cmmunicatin? (If this is yur nly answer, then it is a website, nt a cmmunity f practice.) Infrmatin sharing? Allwing members t get feedback n their wrk? Cllabrative prblem slving? Crafting f prducts? Skill develpment? Cllective actin? Other? Hw des the site cntribute t and expand yur ther wrk? Wh are yur members? What type and hw much experience des yur audience bring t the cmmunity f practice? What time cmmitment can yu expect frm yur members? Wh sets the agenda? Will yu decide the purpse f the cmmunity f practice alne r will yu have a steering cmmittee that helps t set the purpses? Can that purpse shift ver time? If s, thrugh what mechanisms? Is the site fcused narrwly n a specific issue? Will the site encurage members t bring an array f prblems r issues t the cmmunity? Wh will decide n the merit f site cntent and what types f cntent can be psted t the site and where? Hw much cntrl will members have ver site plicies and regulatins? Will they be invlved in making initial decisins and cnsulted when new issues arise? Will there be strict rules fr psting cntent, will there be suggested guidelines, r will it be cmpletely self-rganizing? If there are rules r guidelines, d participants in the cmmunity mnitr and enfrce the rules r des the site manager? Wh will mnitr where materials are psted? Fr example, will site managers cntact members when they suspect they have inadvertently misplaced a private dcument in a public space n the site? Hw is the site crdinated with ther aspects f yur cmmunity f practice? December Versin 1.0

4 Memberships Hw yu design, mderate, and publicize the site will depend directly n wh yu see as yur members and audiences. While it may feel bvius t yu wh yur members are, yu likely will find there are several types f ptential members wh develp an interest in the site. Fr example, yu may be thinking abut crdinating a small grup f active peple thrugh the site. In the prcess, yu may find that yur rganizatinal partners will have ideas, infrmatin, and energy t cntribute t the wrk. Shuld they be accepted as members n the site? Yu may find that yu want t share the knwledge and prducts generated thrugh the site with the general public. Will yu use yur nline platfrm t d that r d yu need a cmpletely different platfrm fr general publicity and advcacy? The way yu advertise the cmmunity f practice, the public accessibility f the nline site, and yur branding will impact what yur members may feel they can pst. Yu will want t cnsider the impact these decisins might have n membership and privacy. Beynd sme f the technical decisins t be made, we find that the mst imprtant time spent by managers is n rienting and facilitating member engagement n the site. Yu will need t find ut what appetite and skill yur members have fr wrking in a cmmunity f practice, and what caching and supprt they likely will need ver time in rder t actively participate. Determine whether yu will be able t supprt thse needs. Yu may find that yu have t g back t refine the audience yu target fr membership after yu begin t itemize the management tasks invlved in supprting members. 2 Questins t ask abut wh gets t jin the site: Will yu mderate membership r will yu allw any persn in the wrld t jin? What cmpnents f the wrk need t be private? What will yur cnfidentiality agreements amng members be? Hw will yu cmmunicate that t new members? Hw will yu mnitr and reinfrce these agreements? Will there be private prtins f the site, r will the entire site be private? Will yu want tiered memberships, whereby participants gain increasing levels f access depending upn their engagement in the wrk, fees paid, etc.? Will vendrs be invited t jin? What kinds f materials will they be permitted t pst? Questins t ask abut members that will help yu design site features: What are yur members needs? What experience d they have with nline cmmunities f practice r nline scial netwrking? Can yu leverage activity n Twitter, Facebk, r ther netwrks t prmte cmmunity membership? Hw will yu recruit members t jin? 2 Yu may find that yu will have imperfect infrmatin t infrm sme f yur decisins. In these cases, yu will have t make yur best guess, launch the nline site fr yur cmmunity f practice, and then be ready t adjust it r yur supprt ver time as yu learn mre abut yur members and the site. December Versin 1.0

5 Technical questins t answer abut the site: What access t the site features d members autmatically get? Fr example, d members sign up fr messages abut updates n the site r des the administratr set thse preferences? What membership requirements are mandatry? Must they be a member f yur rganizatin? Must smene requesting membership respnd t a cmputer-generated test t prevent internet bts frm accessing the site (these tests are called captchas ) r take a quiz befre they can be apprved fr membership? Is there a minimum age fr membership? (Sme sites require members t be a minimum age t prtect minrs.) Questins t ask abut the advertising and branding f the site: Management Capacity Will the site be branded like the rganizer s nline presence r will it have a separate identity? Will yu encurage the general public t use any prtin f the site? Yu will have t make explicit chices abut the level f supprt yu are able t prvide as yu are setting up and prmting yur cmmunity s site and the level f supprt yur resurces allw yu t prvide ver time. This is directly related t the purpses f the site, wh yu want as members f the site, and yur capacity t deliver n yur design. It is imprtant t decide befre yu launch hw yu will mnitr and mderate the cmmunity. We highly recmmend that smene regularly mnitr the nline site lg in and check ut new updates and activity, cllect data n usage, make sure all links are wrking, and even check in with members abut their satisfactin with the site. Whether yu mderate the site is an individual chice, related t the purpses f yur cmmunity f practice. T mderate features n an nline site means that smene wuld apprve cntent r memberships befre they g public n the site. If yu are ging t mderate sme r all f the site s features, yu will need t determine the grund rules fr denying cntent r blcking membership. Yu can change this as needed, but it is best t have it defined befre participants jin s that they are clear abut the rules frm the beginning and s yu can have a realistic sense f the capacity yu will need t mderate the site ver time. (Even if yu are nt mderating the site, yu shuld have grund rules fr remving cntent r blcking memberships just in case situatins arise that require cmmunity actin.) Nt all features will demand the same level f mderatin. Fr example, yu may decide that blgs r suggested readings need t be mderated differently than ther features like membership. Questins t ask abut the level f supprt ver time: Is the nline site a stand-alne prject r is it integrated int the nging wrk f an already established prfessinal learning cmmunity? Will the site be largely self-rganizing r will yu be very active in facilitating the site? What are members expected t cntribute? What level f participatin d yu expect frm December Versin 1.0

6 members? Hw will members be encuraged t participate in the nline site as part f their engagement in the cmmunity f practice? Hw will yu mnitr the site? Hw much will yu mderate the features? Hw much time and resurce can yu spend rienting members t the site? Hw much time and resurce can yu spend updating the site yurself? Hw much time and resurce can yu spend caching and therwise engaging members t participate in the site? Questins t ask while setting parameters fr mderatin: Will yu mderate psts r allw anyne, r any member, t pst? What functins d yu need t mderate? What kinds f materials can members pst r share: vides, articles, fficial dcuments, readings, pictures, etc.? If yu mderate the site, hw quickly des the mderatr need t make decisins (immediately, within a set number f hurs r days, immediately 24-7, immediately between 9-5 M-F, etc.)? Wh will review mderatin rules and decisins peridically? Determine Site Platfrm and Features The platfrm yu select fr yur nline site will have a great impact n member engagement. Platfrms are the underlying perating system that prvide the infrastructure fr an nline site. There are myriad examples f platfrms that can be used fr the nline prtins f a cmmunity f practice, such as Ning, Grupsite, Drupal, Facebk, Ggle, Micrsft Office 365, Sharepint, Edmd, and Twitter. The mst significant differences amng platfrms relate t their interfaces and their functinality. Sme are crafted fr ne simple purpse in mind. Others are crafted t allw fr a multitude f nline interactins. Mst platfrms prvide a variety f features t chse frm and yu ften can adapt platfrms with additinal features that yu like by embedding cde int custm mdules. Questins t ask abut site platfrms: Hw flexible is the platfrm? Hw many features can yu add ver time? Hw user friendly is the platfrm fr managers? Fr users? Are yur ptential members already using a particular platfrm? What is the cst f using the platfrm? Des the cst vary by number f members? By features? By the amunt f cntent yu uplad? Des the platfrm have a mbile applicatin? Varius platfrms ffer many different features that can help t ensure that site activity is memberdriven and fits yur members needs. Examples f features we recmmend fr nline cmmunities f practice fllw. December Versin 1.0

7 Questins t ask abut site features: Which features d yu want n yur site? Which features d yu need immediately and which can yu add as the site matures? Which features will be mderated? Hw ften must smene check t see if anything needs mderatin? Wh is autmatically ntified when mderatin is required? Features t Cnsider 1) Blgs: Blgs are a great tl fr sharing ideas frm staff and site members. Blgs can prvide a way t quickly share knwledge and resurces, highlight events, ffer cmments n current tpical debates, utline nging wrk, and ask fr cmments frm thers. They can becme the fundatin f yur cllabratin if members return t the site t read the blgs and engage with ther members and/r staff. Blgs can appear n the welcme page r they can be n a separate page and tied t ne tpic r aspect f a site. Sme sites we manage have blgs as the prminent feature; thers d nt include blgs at all. When setting up a blg, keep these suggestins in mind: a. Set up a schedule fr staff t regularly pst blgs t keep it fresh and keep readers returning. b. Encurage members t blg and t cmment n the blgs. c. Invite experts t guest blg. d. Mnitr the blg and make sure that all questins/cmments receive timely respnses. Writing fr a blg has a distinct tne, style, and audience expectatin, s yu will want t have a cach supprt yu and yur staff if yu are new t blgging. Yu may want t create a style guide fr the blg (but be careful that yur guide des nt squelch engagement n the blg). Even with a style guide and caching, keep in mind that writing a blg can be intimidating and sme members will nt feel cmfrtable sharing in such a public frmat. 2) Discussin frums: Frums ffer a way fr members t pst questins and ask fr cmments frm clleagues. Sme members wh find writing a blg intimidating will find frums less frmal and easier t pst. Frums als can make it easy t fllw threaded cnversatins. If part f the functin f yur site is t create an archive f infrmatin, advice, and resurces fr future reference, discussin threads within yur frums can help members t find and even engage in discussins days, mnths, even years after the initial pst. Frums may be used alngside a blg t ffer members an additinal way t share r they may be the main feature fr sharing cmments, resurces, and questins n the site. Depending upn the site and membership, a frum might be the prminent feature n the hme page r placed within subpages. It is imprtant that frum discussins, like blgs, be ppulated regularly and that members return t the site t read them. At times this may require yu t tap members t pst frum discussins and/r t respnd t frums n the site. We recmmend that any frum discussin r questin receive a respnse within 1 t 2 days. December Versin 1.0

8 3) Status Updates and Micrblgs: Many sites are beginning t mimic the kind f interface that Facebk ppularized, where members can pst status updates and uplad pictures and vides, share links, and send private messages. As mre and mre peple are using these kinds f sites in their persnal lives, they are shifting the way they want t engage in prfessinal cllabratin nline. Sme platfrms, like Edmd, make status updates the fcus f their cllabratin, while ther platfrms ffer members the pprtunity t pst status updates in additin t lnger blg psts, discussin frums, r ther frms f cllabratin. A Twitter feed n yur site is anther way t help members t share status updates r micrblgs. 4) Twitter feed with the site s hashtag: Including a Twitter feed n the site prmtes the use f scial media and encurages members t share during events. Twitter can prvide a quick and easily-accessible means f cllabrating with the cmmunity withut ging t a cmputer r signing int the site. Placing a Twitter feed n the site allws yu t reach a greater percentage f yur membership with ne actin when yu r a member tweets, yu are engaging bth the active users f yur site and the cmmunity members wh prefer Twitter. Plus, yu reach beynd yur cmmunity t the Twitter cntacts f yur members. Yu can capture a set f tweets using Strify and these can be archived n the site prviding a lasting resurce fr site members. 5) Public and/r private grups: Several site platfrms prvide space fr rganizing private and public nline wrk grups. Private space can allw members t share mre penly and ffer resurces t each ther that are nt publicly available. Grups can be self-rganized r yu can chse t develp them by tpic, jb, r arund a specific task. T encurage self-rganizing grups, it might be useful t ffer tls such as discussin guides r suggested agendas fr meetings, r help an active member t set up a new grup. Grup rganizers shuld be able t invite peple t jin by sending persnal messages r a generic blast. They als determine which grups are public, which are private, and the entry requirements and expectatins fr a grup. Yu als shuld decide when a persn wuld be remved frm a grup, and make sure this infrmatin is included in yur stated plicies. 6) Resurces and files: Sharing files is critical in an active cmmunity f practice. When yu are first setting up yur file cabinet, yu may be tempted t create a myriad f flders. We suggest yu start just with the file flders yu knw yu will need and build the file cabinet ver time as needs arise. Starting with a cmplex file structure can be cnfusing fr members wh may nt understand yur rganizing schema. Encurage members t pst resurces, but check the resurces regularly t make sure links and uplads wrk and that the resurces are rganized apprpriately and are eligible fr public sharing (e.g., are nt cpyrighted). Yu als may want t cnsider creating a page t hld key resurces r files gruped by similar tpics. The pages shuld be readily accessible t members and placed in a frmat that is bth easy t identify and navigate. 7) Cllabrative wrkspaces: Cmmunities f practice that are designed t craft slutins t prblems f practice r jintly create wrk prducts will need access t a tl like a wiki r Ggle Dcs, which allw participants t cnstruct prducts cllectively. The extent t which this is a purpse f yur cmmunity f practice will help determine which particular feature yu December Versin 1.0

9 select t meet this aim. If yu are simply sharing files, mst platfrms allw fr that kind f interactin. If yu want t c-cnstruct resurces, a cllabrative tl like a wiki r a Ggle Dc may be mre apprpriate. It is pssible t have several platfrms fr yur cmmunity f practice, especially if yu have a wide range f nline needs. Hwever, be careful because asking members t remember t many passwrds and bkmark t many URLs can be a barrier t participatin. 8) Event page(s) (and archived event pages): Setting up pages frm key events that prmte the wrk f the cmmunity can bst event attendance, ffer event attendees a space t share what they learned, archive materials fr later use, and allw site members wh culd nt attend the event access t resurces. We recmmend including edited event vides, FAQs, dcuments, and key ideas that arse at the event. 9) Featured vides: Mst platfrms allw yu t embed shrt, fcused, and attentin-grabbing vides related t yur site tpic. (See, fr example, the U.S. Department f Educatin Schl Turnarund Site.) Such featured vides add visual enhancement t the site while als sharing infrmatin and engaging members. While few cllabratin site platfrms ffer the functinality fr cnducting webinars, yu als shuld be able t huse lnger vides n yur site, such as recrdings f webinars prduced fr yur cmmunity f practice. Nt Sure Which Features t Chse? Featured vides shuld be part f the editrial calendar and shuld be changed ften enugh t keep yur members interest. Once remved, they can be placed n an archived vides page n the site. The types f vides and cntent shared shuld be part f the style guide, particularly with regard t permissins. We als recmmend including updates abut vides in blasts, blgs, and tweets. Yu can decide t allw members t pst vides t the site, but the featured vide shuld be maintained by site staff. 10) Scial Bkmarking: One f the newer develpments is the practice f bkmarking items f interest n the web and sharing bkmarks with friends and clleagues. Sites such as Pinterest are making great use f this tl fr mre persnal uses, while sites like Edmd are using the functin fr prfessinal cllabratin. T get started, take a lk at and engage in ther nline prfessinal cmmunities f practice, such as the U.S. Department f Educatin Schl Turnarund Site. West Wind has set up and managed several sites which yu can view and we wuld be happy t discuss with yu. See, fr example, the Cuncil f Chief State Schl Officers State Cnsrtium n Educatr Effectiveness (SCEE) site, a membership site with many features that are pen t the public, and the Iwa Frum n Cmpetency-Based Educatin, which yu may jin free f charge t access many f its features. 11) Search engines: A critical feature fr yur site is the ability fr users t search fr items f particular interest. Yu shuld be sure yur platfrm has a search functin, and cnsider hw yu will g abut tagging yur cntent t aid in the search prcess. 12) Hw T mdule: We highly recmmend creating a simple Hw T dcument fr members and linking t it n the welcme page f the site. In additin t infrmatin abut site plicies December Versin 1.0

10 and culture, this shuld include hw t use the main features f yur site, such as hw t start a frum, write a blg, start r jin a grup, uplad materials/resurces, ask questins, and access materials. Be sure t clearly state plicies abut mderatin, membership, and what can and cannt be psted n the site. If yu have drafted a style guide fr the site r a prtin f the site, like a blg r a frum discussin, link t it in the hw t dcument r prvide it in its entirety. 13) Incentives t Pst: A cmmunity f practice is nly as effective as its members are active. Hpefully members f yur cmmunity f practice will dive int it and begin cllabrating and psting immediately. Mre than likely, hwever, members will need supprt and encuragement t engage. Incentives can help. Many sites nw present badges t recgnize active members, which are prving t be an effective way t encurage participatin. Shut uts t active individuals in yur newsletters r n the cmmunity site can have the same effect. Different audiences will respnd t ther incentives t jin such as cntinuing educatin credits r have reasns that sme incentives wn t wrk gvernment emplyees ften cannt accept gifts frm vendrs, fr example, s sending ut prizes t active members may be a prblem. Smetimes just a persnal nte t members wh pst smething interesting can help encurage that behavir. It will be fruitful t cnsider the varius features in cmparisn with ne anther. Yu may find that there are reasns t adpt all f the features described abve, but we recmmend that yu think hard abut which functins are critical t the immediate kick-ff f yur site and which can be added ver time. T many features all at nce may make the site cumbersme fr members and discurage their engagement. We als are discvering that varius features nw serve similar purpses. Fr example, micrblgs and status updates may be serving sme f the functins that discussin frums served previusly and a private discussin frum may include all the features yu want in a private grup. As yu examine the features described abve, think abut them in cmparisn with ne anther in rder t determine the mst efficient way t serve yur site s purpses. Cnsider ther features as the site grws T keep the site alive and grwing, we recmmend that yu mnitr usage and gather member feedback t find the best new features t add t the site. Sme ideas t cnsider are featured members and/r teams, peridic live chats, r newsfeeds fr relevant media resurces. Yu als shuld regularly visit ther sites t see what new features and platfrms they are using that culd wrk well fr yur members. Encurage members f yur management team t investigate tls and features that are becming ppular and prvide time fr the team t share what they are finding. Dn t limit yurself t reviewing prfessinal cllabratin sites staying up n a variety f platfrms like Pinterest may give yu new ideas abut ways yur cmmunity f practice can engage. The key is t fcus n imprving yur site and adding t member experience ver time with relevant and useful new tls that supprt member wrk and prmte engagement in the nline cmmunity f practice. December Versin 1.0

11 Define Site Management Capacity and Prcedures Define the rules f the site There are several majr external parameters that will impact yur site. Be sure that yu have investigated rules and regulatins that gvern yur site management. Talk with yur cmmunicatins and legal ffices t find ut if there are rules yu may have verlked. Questins t ask abut rules r regulatins: What state/rganizatinal plicies might impact the use and management f the site (e.g., d yu have a plicy abut sharing pictures r vides f students)? Are there limits n what yu can pst? Fr example, hw will yu deal with embarges and public cmments? Must the site be accessible fr individuals wh are hearing r visually impaired? Wh manages the cpyright permissins? Hw is cpyright mnitred and enfrced? What images and lgs will yu use n the site, and wh mnitrs this? What cntent disclaimers d yu need t publicize prir t launch and hw will yu make future decisins abut site images and cntent? What infrmal rules are yu likely t encunter abut what can and cannt be psted in an nline envirnment? (Try t push the bundaries n these rules where yu can in rder t be as inclusive, engaging, and respnsive as pssible.) Decide wh will manage the technical aspects f the site Online platfrms like Grupsite and Ning mean managing a cllabratin site des nt require a sphisticated understanding f HTML prgramming but a staff persn with thse skills can be a tremendus asset. Prgramming anchr links, debugging user prblems, adjusting URLs, adding pages and feeds frm ther platfrms, and understanding the ptential f a site can be greatly enhanced if smene is available wh has experience with web-based prgramming. Invlving this persn r peple in the design stage will help yu make better infrmed decisins abut the way yu set up yur site and will help in grwing it. That said, yur site manager and ptentially members f yur editrial team shuld knw hw t carry-ut basic functins f the site. Much f this yu ften can learn as yu g, but having tutrials up frnt and as yu are wrking n the site will be imprtant t ensure there are nt interruptins in service and that yu are planning site develpment with a sphisticated understanding f the site s capabilities. At the end f this dcument, we utline the key functins that members f yur cre team shuld knw hw t d. Decide wh mnitrs site activity and hw ften Regardless f the amunt and type f mderatin yu desire fr the site, mnitring the site n a regular basis is necessary. We recmmend that at least ne staff member lk ver the site weekly fr new infrmatin, missing dcuments, blank links, etc. Yu can set up the site t ntify yu f new December Versin 1.0

12 activity, but it is als helpful t have smene checking the site n a regular basis. If yu have an area f the site that requires greater mderatin, that area shuld be mre clsely mnitred. Draft a plan fr ppulating the site Yu will want t make sure that staff r active members are prepared t regularly ppulate the site. Regular psting keeps members actively returning t the site t find cntent and interact. As much as pssible, let members be the nes wh ppulate the site. Make sure yur plan is flexible enugh t adapt t meet member needs and grw the site. Fr example, we ran an experiment n ne f ur blgs: Psting 1-2 blgs per week, we had steady but relatively lw readership f ur blgs. We hypthesized that if we ran 3-4 blgs per week, we wuld nt nly get mre hits n the blg, we wuld get mre viewers. Indeed, within three mnths the number f viewers fr the average blg pst increased by 60%. There are many tips abut hw t pst cntent that engages members and encurages them t interact (fr example, have individuals [with prfile pictures] pst rather than psting frm a generic rganizatinal prfile). See ur Best Practices fr Organizing Online Cmmunities f Practice fr mre tips. The key is t decide up frnt hw much time yu will spend ppulating the site, and adjust yur expectatins based n that decisin. Determine hw yu will facilitate member site usage While mderatin and managing the technical aspects f an nline cllabratin site are key t making a site functinal, pleasing, and intuitive, nline netwrking is still relatively new in the prfessinal cntext and mst ptential members will nt be familiar r cmfrtable with this type f engagement in a site. Sme ptential members will already be active in ther scial netwrking sites such as Twitter 3 and Facebk but will nt necessarily transfer that engagement t a cllabratin site. One f yur biggest investments will nt be in managing the technical aspects f the site, but in the staff time necessary t seed the site and rient and cach participants n its use. Cnvene an editrial team It will be a tremendus help t pull tgether a team t make decisins abut site management, including decisins abut immediate issues that arise as members becme active; medium-term decisins abut site usage, rganizatin, and facilitatin; and lnger-term decisins abut site purpses and cverage. The team shuld examine usage data and purpses t see hw well the site is meeting expectatins and what adjustments in mderatin and facilitatin might need t be made. Membership n the team shuld be brad enugh t include cnsideratins f hw the site can supprt yur ther wrk and events and hw yur ther wrk can help t grw the site. Yu might cnsider including a site member n yur editrial team. 3 We als have identified best practices fr using Twitter in yur wrk, which we are happy t share. See ur Suggested Practices fr Twitter. December Versin 1.0

13 Create an editrial and cmmunicatins calendar The editrial calendar shuld set the schedule fr psting materials, frum discussins, featured vides, etc., and fr sending blasts t members. The schedule shuld ffer enugh infrmatin and materials t keep members engaged n the site and t be realistically managed by staff, but nt s much that members feel verwhelmed r spammed. In rder t enhance member activity we recmmend that yu send blasts and less frequent newsletters t all site members n a regular basis updating them with new activity and resurces. This is why a schedule is particularly imprtant: yu d nt want yur members t feel that yu are intrusive with messages, but yu d want t keep them updated. We als recmmend yu cnsider using ther scial media utlets as a way t get the wrd ut abut the features f yur site that are public. In rder t drive peple t the site, cnsider regularly tweeting and psting t Facebk when new infrmatin is shared n the site by staff r site members. This shuld be part f the editrial and cmmunicatins calendar. Draft style and management guides Yu will want t have guides fr yurself and yur staff fr managing the site. Yu prbably already have an rganizatinal style guide that will frm the basis f these dcuments. Hwever, nline cmmunities f practice include sme features that require additinal infrmatin. Sme f these include the types f materials t place n the site, the purpses f the materials, wh shares the materials, respnse times, editrial calendars, and any rules fr psting r sharing. Yu may find it useful t include screen shts and mre technical infrmatin such as clrs fr banners, when t underline, hw t link, etc. The style guide shuld include the specific permissins needed fr materials psted n the site. It is imprtant that any link r upladed file have all the apprpriate permissins and that thse be in writing r and n file. In additin, yu will need t create a guide fr writers, including suggestins fr the tne and best writing practices fr a cmmunity f practice. West Wind can share sme sample guides we have helped t craft. Develp a Plan fr Evaluating the Site Hw will yu determine if yur site is successful r nt? One f the mst verlked steps in managing a successful site is setting up the parameters fr measuring its success ver time. Starting with a plan fr evaluatin in the design stage will nt nly help yu t fcus the site purpses, it als will help ensure that yu are setting measurable gals, creating a plan t meet thse gals, and gathering the baseline data against which t measure imprvements ver time. We use a cmbinatin f Ggle Analytics and ur wn analysis t measure usage and frequent but simple user surveys in rder t gather infrmatin fr cntinuus imprvements and t make decisins abut lng-term investments in site features and maintenance. Set peridic gals and test ut hyptheses Earlier, we described a hypthesis we had abut increasing viewership n ur blg. We were able t test ut that hypthesis because we had several mnths wrth f baseline data we had been cllecting abut site usage. By starting with baseline usage data, and then cllecting data via Ggle Analytics, yu will be well-psitined t set gals and measure their achievement. December Versin 1.0

14 As yu set up yur plans fr evaluatin, yu will want t determine what will cnstitute success 4 and determine hw ften yu will measure yur site functinality. Will yu lk at data weekly? Mnthly? Quarterly? Remember als that nt all data are created equal yu want t be sure yu understand hw the data are being cllected and what yu can reasnably infer frm the data. Yu may wish t hire an external evaluatr t supprt yu as yu design and interpret yur site metrics. Hiring an external evaluatr can als prvide yu with an independent analysis fr credibility f yur site analytics. This can be imprtant if yu are receiving external funding fr yur site r if yur membership will be making peridic decisins abut hw much t invest in the site maintenance. Questins r Cmments? Attending t the cnsideratins we ffer in this dcument will give yu a slid start as yu embark n designing the nline cmpnents f yur cmmunity f practice. As nted abve, hwever, this is nt intended and cannt be expected t answer all f yur questins. There are many ther details yu must attend t as yu advance yur wrk. As with any new and cmplex practice, caching and advice frm experienced clleagues is extremely helpful. We wuld be happy t cnfer with yu thrugh all the steps f designing yur cmmunity f practice. We especially lk frward t hearing yur cmments n these recmmendatins and t learning abut yur experiences with nline cmmunities f practice. Please cntact Circe Stumb (circe@westwinded.cm r , extensin 100) r Mandi Bzarth (mandi@westwinded.cm r extensin 103) with any questins, cmments, r cncerns yu might have abut running an nline cmmunity f practice. 4 Our Best Practices fr Organizing Online Cmmunities f Practice prvides data n what t expect frm an nline cmmunity f practice. We update this dcument peridically as new data is cllected. December Versin 1.0

15 What everyne n yur team shuld knw As yu think abut the design f yur cmmunity f practice, yu will want t cnsider yur capacity fr management ver time. What will happen when yur site manager ges n vacatin? Or is ut sick n a day that big news is breaking? There are several things yu shuld make sure that all members f the editrial team knw in rder t ensure the site will cntinue t functin smthly. 1) Lgging in: Hw t lgin as an administratr 2) Mderating memberships a) The rules f membership (wh is eligible t jin) b) Hw t apprve memberships c) What t tell individuals wh request access but d nt fit membership criteria (e.g., develp template messages) 3) Managing cntent a) Hw t add cntent (e.g., blgs, frum discussins, grups, featured vides, etc.) b) Frequency fr psting new cntent c) Hw t manage the Activity Feed d) Hw t add and edit pages e) Cpyright and ther rules and regulatins t cmply with 4) Cmmunicating thrugh the site a) Hw t send s (and when it is kay t use ) b) Which activities generate autmatic messages t users (and which users get thse messages) 5) Understanding settings a) Privacy i) Wh has access t what prtins f the site ii) Where t pst different types f cntent b) Hw t adapt the site s appearance c) Hw t change r adjust Features/Layut 6) Respnding t members a) Hw quickly staff are expected t respnd t technical requests frm users r ptential users (such as requests fr membership r fr technical supprt) b) Hw quickly members are expected t get respnses t their psts (and what shuld happen if a member s pst is nt generating a respnse) 15