Posted on August 20th, 2010 at 3:07 AM by Wan
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It’s intriguing to see how organisation of INB(N)346 innovate ways to improve collaboration and information sharing among peers, which differs from traditional approach in the past. They are implementing the “architecture of participation”, where user contribution becomes the platform provider.  Hence, this change things in intuitive way as it provides opportunities for them to participate cum learning anywhere at any time.

However, there are some risks I had found within the INB(N)346 organisation.

Participation inequality in social community environment causes unbalanced participation. With the spread usage of social networking tools like forum, twitter (#346class10, #web2Tutor and #DrJasonWatson) and blogging, which is much more interactive, the 90-9-1 principle still applies across in this organisation.  That means only 1% of users are actual content creators (These people are the information or opinion giver as they provide content for discussion), while 9% are commenters and modifiers, and the remaining 90% are simply readers or  consumers (these people are the information seeker, the opposite of information giver). This can be seen in Enterprise 2.0 Forum, where although there are 11 members who had join this forum, only 1 member is the web master and IT Administrator, 3-4 members are Prosumers; willing to share their thoughts and participate actively in the forum and the rest of the members are simply readers or just consumers. It is hope that more members of INB(N)346 organisation could join this insightful forum. Although it is very important to have the right information for this organisation, it is also important for the community within this organisation to recognise when more content is needed.

(Geek&Poke, 2010)

By having to blog, the organisation can have their say immediately as it provides a platform for everybody. Hence, this might not always a good thing!  Usually, blogs allow expert opinion to be disseminated without the long delays and tedious process of traditional publication methods. The reward comes from recognition.

Most  people blog quite extensively through Twitter or personal blogs.  Contrary to these findings, the INB(N)346 organisation have to be very careful of posting inflammatory information on twitter.  This is because once it is recorded, it goes out immediately in the form of viral network causing difficulties dealing with censorship. Hence, person who have negative roles must be kept at minimum such as:

  • Aggressor person who seek to enhance their own status and defame others by criticizing almost everything in the blog’s comment or blaming others when things get rough in the comment discussion or twitter.
  • Joker person who characterized by clowning, mimicking or generally disrupting by making a joke of everything posted in the blog.
  • Monopolizer person who need to comment all the time in the blog. Usually, they are “Mavens” trying to make the impression that they are well read, knowledgeable and of value to the community of the organisation. They should, of course, be encouraged when their comments are helpful. However, when their comments are not helpful, the organisation need to draw others into the blog discussion.

Nevertheless, with reference to my past research experience in Human-Computer Interface (HCI), I also learned that they are such a group who are Abilene Paradox (the Chameleon effect), the Spiral of Silence and the Core Group Theory (Dix, Finlay, Abowd & Beale, 2004). All these have to be noted and taken into account when conducting in INB(N)346 organisation.

In conclusion, the INB(N)346 organisation must empowered everyone to participate by trusting each other as they are the brand!  They should also learn from their mistakes by experimenting a lot of new social network tools that are available. They need to build culture for participation by implementing community-developed guidelines inside the INB(N)346 organisation.


Dix, A., Finlay, J. E., Abowd, G. D., & Beale, R. (2004). Human-Computer Interaction (3rd ed.). London: Pearson, Prentice Hall.

Meredith, J. R., & Samuel J. Mantel, J. (1995). Project Management: A Managerial Approach (3rd ed.). USA: John Wiley & Sons, Inc.

O’Reilly (2005). What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software: O’Reilly Media.

Thomas, S. (2006). Web 2.0, Library 2.0 and the future for Library Systems. Retrieved August 19, 2010.