Social Media and Social Innovation a Manifesto

1. Social Media and Social Innovationa Manifesto The sole responsibility of this publication lies with the author. The European Union is not responsible for any use that may be made of the information contained therein.

2. What are „Social Media“? • Social Media are no technology, but a specific form of using (old) technology. • ‘Umbrella term’ • rapidly growing • core innovation: “user generated content” as a new social routine

3. Social Media mark a paradigm shift in communication • new communication pattern • replacement of top-down, linear processes and “finished products” by “never finished products” created and evolved incrementally through bottom-up, collaborative, distributed processes. • development in line with the change from an industrial to a knowledge society • decentralisation of knowledge and content production processes

4. Social Media as an answer to structural challenges • decentralised, participatory and user-driven communication as an alternative to traditional government-led institutional frameworks for addressing social issues and concerns. • Social Media can here provide socio-technical platforms that can be used to empower individuals and groups to better pursue their political and social interests. • But…

6. We need a Manifesto on Social Media for Social Innovation, because: Social Media is social in a different way – (still) mainly used for leisure and entertainment. Society faces major challenges. Social Innovation as innovations of social practices lack speed and scale.

7. 5.) manifesto text

8. Social Innovation looks like an alternative. But we don’t know (yet) how to use the real ‘social’ and ‘collaborative’ potential of Social Media.

9. What for? • Who will develop it? Social Innovation Socio - Technical issues • Socio • Ownership • Principles • Rules • How? • Technical • Platform • Interface • Functionalities

10. Therefore we envision a future where… …Social Media evolves towards a support as effective as possible for the growth and consolidation of Social Innovation worldwide. …the technologically innovative communities and the socially innovative communities collaborate towards the shared goal of more sustainable societies.

11. The Manifesto • Our conceptual Goals • Highlight the aforementioned issues • Propose a research agenda • Our instrumental Goals • Generate research proposals • Nucleate research consortia • Increase support

12. In order to accomplish this, we will: • Promote research and discussions about policies and practices that would enable valuable social innovation initiatives to acquire speed and scale comparable to those of successful businesses. • Promote research and development of social media technological platforms which in their provisioning, interface design, functionalities and management are most suitable for the needs of social innovation. • Promote awareness and training programs for social innovators and entrepreneurs to reinforce their management skills as well as their ability to effectively use social media to support their ventures.

13. Who we are: A first version of the Manifesto emerged from two workshops on Social Innovation and Social Media (SISOM) held in Barcelona in July 2011. The Manifesto is promoted by a network of researchers and practitioners working at the intersection of social and technological development.

14. Please follow and contact us through: Web: http://www.sites.google.com/site/sisom2011/ Twitter: #SISOM Mail: ricard.ruizdequerol@barcelonamedia.org karolin.kappler@barcelonamedia.org

15. Social Media as a Social innovation A social innovation • is actually used (socially accepted) • is routinised • helps to better solve concrete problems • diffuses into different areas of society • is different from social inventions and social change • The manifestoformulates requirements and options to initiate social innovation processes (empowerment / eInclusion) supported and accelerated by social media.

16. Social Media as a Social innovation The technology behind social media will change, but the social innovation will remain and will change the way of working and learning in the knowledge society. Research should focus on • Organisation / management level: Professionalisation of “drivers of social initiatives” • Sustainability level: how to generate sufficient speed and scale • Local and regional “laboratories” for social media projects and initiatives • Pedagogical approaches for learning with social media • One example: KC4all toolkit. See www.keycompetences.eu

17. Thank you !!