Social media and online communities, a lecture for Knowledge Management course on 12.11.2019 at Tampere University, University Consortium of Pori.

1. Social media &
online communities
Knowledge Management

2. Personal background on topic
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✓ Co-founder of Community Managers in Finland and
their yearly cmad.fi event (2013-)
✓ Doctoral Dissertation on Social Media in Business-to-
Business Companies’ Innovation in 2015
✓ In Twitter @jjussila, @hamkdf, @HamkSmart,
@Moodmetric, @tviittikirja –
✓ Feel free to network & connect in LinkedIn

3. Overview of contents
•Social media
•Social media & knowledge management
•Communities
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4. Social media core concepts
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5. Social media & metaphors of learning
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Source: cf. Suominen & Jussila 2018

6. Web 2.0 – Knowledge Acquisition
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DoubleClick Google AdSense
Ofoto Flickr
Akamai BitTorrent
mp3.com Napster
Britannica Online Wikipedia
personal websites blogging
evite upcoming.org and EVDB
domain name speculation search engine optimization
page views cost per click
screen scraping web services
content management systems wikis
directories (taxonomy) tagging (folksonomy)
stickiness syndication
Web 1.0 Web 2.0→
Source: O’Reilly 2007

7. User-Generated Content – Knowledge creation
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8. Communities - Participation
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Community of Learners
Intentionality and Goal
Community of Practice
(COPs)
Intelligent Community of Interest
Community of Interest
Group
Gathering
Source: France (2006)

9. Social media & knowledge management
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10. School learning & knowledge work
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Traditional school learning
is characterized by
• Simple, closed systems
• Individual tasks and learning process
• Rote learning book knowledge
Knowledge work is
characterized by
• Complex, open systems
• Teamwork, networks & communities
• Creation of new knowledge
Source: cf. Suominen & Jussila 2018

11. Closed & Open learning environments
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Closed Open
Motive External Internal
Goal setting Teacher, organization Self
Time Fixed schedules No time limitations
Place Fixed to place Freedom from place
Learning
material
Same to everyone Individually tailored
Tools &
methods
One for absorbing
and communicating
Several complementary
Context School Real life
”e.g. Wikipedia””e.g. Moodle”
Source: modified from Manninen & Pesonen 1997

12. Framework for management
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Source: Sami Honkonen (@SamiHonkonen). Host of @bosslevelpod

13. From simple to chaotic
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Chaos
Instability,
randomness
Management of
Innovation:
SWEET SPOT
The edge of chaos
Rigidity
Many restrictions,
no novelties
Adaptive Expertise Routine Expertise
Source: Clippinger 1999

14. What motivates people to share knowledge?
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Extrinsic
Motivation
External
Regulation
Introjected
Regulation
Identified
Regulation
Integrated
Regulation
Intrinsic
Motivation
Intrinsic
Regulation
Amotivation
Non-
Regulation
For motivation theory, see Ryan & Deci (2000, p. 72) Figure 1. The Self-Determination Continuum Showing Types of Motivation With Their
Regulatory Styles, Loci of Causality, and Corresponding Processes.
Self-determined
Nonself-determined
“I have no
motivation to
share
knowledge”
(incompetence)
“I share knowledge,
because someone told
me so” (external/internal
rewards & punishments)
“I share
knowledge,
because, it is
considered
important”
“I share knowledge,
because, there is a
need and I find it
valuable ” (leads to
positive outcomes)
“I enjoy
sharing
knowledge”

15. “I enjoy sharing knowledge”
(intrinsic regulation)
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16. “I share knowledge, because, there is a need
and I find it valuable” (integrated regulation)
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”What every you do, it is done only after you have communicated about it”
“I share knowledge, because, there is a need
and I find it valuable” (integrated regulation)

18. “I share knowledge, because, there is a need and I
find it valuable” (integrated regulation)
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”Sharing knowledge enables you to understand the impact of your work”
”…and is an indication of your expertise”

19. Personal Knowledge Mastery
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Source: Chua 2014

20. "Ask, and it shall be given you; seek, and ye shall
find”
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Source:
Matthew 7:7, King James Bible
Soon should start doing
#BusinessIntelligence
study, what existing
research, studies, and
thesis work exist on
Finnish companies
business intelligence?
@J_Myllarniemi
@Helander_nina
@harri_laihonen @Jalonen

21. Linking personal and social knowledge
management
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Source: Jarche 2017 https://jarche.com/2017/09/preparing-for-perpetual-beta/

22. Knowledge Management strategies
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REUSE ECONOMICS:
Invest once in a knowledge asset;
reuse it many times
Focus on generating large overall
revenues.
EXPERT ECONOMICS:
Charge high fees for highly customized
solutions to unique problems
Focus on maintaining high profit
margins.
PEOPLE-TO-DOCUMENTS
Develop an electronic documentation
system that codifies, stores,
disseminates, and allows reuse of
knowledge.
PERSON-TO-PERSON
Develop networks for linking people so
that tacit knowledge can be shared.
CODIFICATION
Provide high-quality, reliable and fast
information-systems implementation by
reusing codified knowledge.
PERSONALIZATION
Provide creative, analytically rigorous
advice on high-level strategic problems
by channeling individual expertise.
Invest heavily in IT; the goal is to
connect people with codified
knowledge.
Invest moderately in IT; the goal is to
facilitate conversations and the
exchange of tacit knowledge
Train people in groups and through
computer-based distance learning.
Reward people for using and
contributing to document databases
Train people through one-on-one
mentoring.
Reward people for directly sharing
knowledge with others.
Economic
Model
Knowledge
Management
Strategy
Information
Technology
Human
Resources
Source: Hansen, Nohria, & Tierney 1999

23. Thought Leadership
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24. Social media tools for managing knowledge
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Source: McKinsey 2013

25. Social media & knowledge conversion
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Socialization Externalization
CombinationInternalization
Tacit knowledge
Tacit knowledge
Explicit knowledge
Chat
Blogs
Wikis
Social bookmarking
Instant messaging
Microblogs
Content sharing
Metadata
Tagging
Folksonomies
Extensions
Social networking services
Open and closed communities
Recommendations
Reviews
Virtual worlds
Commenting
Configurators
Explicit knowledge
Skype
Google Hangouts
Game engines
Annotations
Tagging
Mashups
Trello
MS Teams
WhatsApp Telegram
Slack
Twitter
SlideShare
LinkedIn
Simulators

26. Game engines
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Source: gamEngine Lab 2019
https://blog.hamk.fi/ge/did-we-really-just-take-a-nasa-astronaut-for-a-spacewalk/

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28. Work instructions Wiki in Machine Shop
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Source: Otranen 2012, Lakkala et al. 2015

29. • Situation now: assembly and production instructions created and
accepted by
• Production employee
• Work designer
• Superior
• Instructions are modified and iterated continuously, and are practically
always timely
”Problem? The quality manual was far from practical
implementation, and it was practically not used in
manufacturing”
1)
2)
Quality Manual Wiki in Machine Shop
Source: Otranen 2012, Lakkala et al. 2015

30. Configurators
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Source: Jussila 2015

31. Communities
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32. Engineering Community
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Source: https://grabcad.com/
Connect with over 6,530,000 members. Share your ideas and CAD models.

33. Engineering challenges in the community
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Source: https://grabcad.com/, Jussila 2015

34. Design Community
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Source: https://99designs.com/

35. Example of Designs
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Source: Pia Erkinheimo, @ForgeFriends, 99designs

36. Crowdfunding
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37. Key takeaways
• Work is only done after it is communicated
• Social media brings network effects to communication
• Social media offers many tools for knowledge
conversion (from tacit knowledge to explicit knowledge
to tacit knowledge)
• Communities and crowds provide new resources to
organizations
• Working in complex and open environments requires
experimentation
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