A New Blog for Crowdsourcing Stuff

I started a companion blog, EssentialCrowdsourcing.com, for my book, which was published just a few days ago. This blog is where I’ll keep my crowdsourcing posts and keep the dialogue going about crowdsourcing in the future.

I’ll save this blog for professional development posts and personal news. So if you want to read about crowdsourcing, go check out/subscribe to my new blog.

Crowdsourcing, 4Chan, and the Boston Marathon Bombings

I was on a HuffPo Live segment today that ties in somewhat to a post I made over at the Culture Digitally blog yesterday. Both the video and my blog post deal with the crowdsourcing efforts of communities at 4chan and Reddit to annotate photos and videos from the Boston Marathon bombing.

Me pretending to make an "I'm thinking deeply about this question" face. (click to go to the video)

Me pretending to make an “I’m thinking deeply about this question” face. (click image to see video)

Is there a future for a national crowdsourcing platform run by the government to bring the public into the investigation process in the wake of crises? I say yes. Read more about my argument in my Culture Digitally post, “The Boston Marathon Bombings, 4Chan’s Think Tank, and a Modest Proposal for an Emergency Crowdsourced Investigation Platform.”

derp.

Incidentally, the HuffPo Live format, which uses Google Hangouts for guests, is interesting. It’s up-to-the-minute and not quite as polished as most news programs, but it’s relevant and worked overall. Unfortunately, though, a bit of irony as they misspelled my Twitter handle as I spoke about shifting journalistic standards. (click image to see video)

A Grad Student Online Starter Kit

If you’re starting an academic graduate program, such as a Ph.D., and you’re hoping to eventually finish that degree with a meaningful reputation in your area of expertise (which is a prerequisite for academic jobs), then day 1 is a great time to unpack your grad student online starter kit. Here’s what I think a Ph.D. student should do in his or her first or second year of graduate school to get the train moving down the tracks.

1. Write a CV. If you don’t already have one, it’s time to start one, even if you don’t think you have “enough” to put on paper about yourself. You’ll flesh it out over time, and having the structure in place on paper will get you in the habit of thinking of your work as part of a larger project to build your reputation and expertise in a certain topic. I have a whole post on CVs. Make sure your CV stays updated and posted online for the world to find.

2. Make a website. Seriously. Make one. Many universities have robust profiles for their grad students, but even still, it’s important for you to control your own website where you can update your profile, post about the work you’re doing, and make yourself available for consulting opportunities. And you get to keep the website after you graduate and move from institution to institution. Get a free WordPress site, a Google Sites page, or something simple like that. Install Google Analytics if you can (it’s free). That way you can be a creeper and obsessively track where all your visitors come from. Buy a URL that represents your name and redirect it to your WordPress site and you’re all set.

3. Make a plan for posting your working papers online. It may seem scary to put your half-baked ideas out there, but the work of an academic is all about making ideas public and enduring brutal feedback. It’s really the only way you’ll ever be able to improve your ideas, too. Publishing your in-progress working papers somewhere public can also lead to early citations of your work and credit for your ideas being first on the market. Sometimes working papers get cited hundreds of times before they get published in a scholarly journal. Lakhani, Jeppesen, Lohse & Panetta’s HBS working paper is a good example of this phenomenon. You can always just post your paper on your own blog and label it “working paper – do not cite without permission” or something, which encourages people who read it to contact you first to see if there’s a more current published version to cite. Or you can start a collective blog with some colleagues and publish working papers there, or you can see if your supervising professor’s lab or collective has a website he/she would be willing to post your working paper to. Some universities have working paper series (this is common in professional schools around the country – business, public policy, urban planning). Some schools also subscribe to services like Berkeley Electronic Press’ online tools, which allow groups to start working paper series (and journals, by the way). But the most common platform where some of the largest and most widely read working paper collections can be found is the Social Science Research Network. arXiv (pronounced “archive”) is kind of like an SSRN for computing and science folks, too. You would be very wise as a grad student to start a presence on SSRN and/or arXiv and start pushing your working papers there.

4. Make a Google Scholar profile. These days, it’s all about IMPACT when it comes to research. As the Internet has allowed new journals to blossom and research to become accessible to people all over the world more quickly and easily, the idea that you demonstrate the value of your work by saying you published it in the “top” journal or the “most respected” journal in your field just doesn’t cut it anymore. You’re better off demonstrating the impact of your research by showing how much of an impact it actually has had on scholarship. That is, how often are people citing your work, at what rates, and in what disciplines? Google Scholar tracks citations for you. It’s not perfect, of course. Small-time conference papers and conference proceedings are probably overrepresented in Google Scholar’s tracking, and citations that appear in books are very much underrepresented, but as a general estimate, it’s a good way to show that, indeed, people are citing your work. Saying “I published an article last year in [well-known journal]” is impressive, especially if you’re a grad student. But saying “I published an article last year in [well-known journal] and it’s already been cited 10 times in other journals according to Google Scholar” is WAY more impressive. It shows your work is actually impacting the field rather than showing your work is important merely because it is basking in the aura of some traditionally recognized “top” journal (which may or may not actually be having an impact these days). I’m of the somewhat controversial opinion that someone who is getting their article cited is having more of an impact, no matter how top-tier or bottom-tier the journal their work appears in, than someone who has published in a so-called top-tier journal and has not been cited very widely. I have never heard an argument that has convinced me otherwise. Most of the time, when people disagree with me on this point, their arguments are founded on nostalgia, tradition, and other feel-good “evidence” that members of a discipline’s old bloc spew forth in knee-jerk response. So do yourself a favor and make a Google Scholar profile and start tracking your citations. (And hooray for me – I got to 600 citations today!)

5. Determine your online thought leadership strategy and do it. Yep, you’re a brand, whether you like it or not. Academics are seen as experts in something, and they get hired as professors because they bring with them a unique identity as an authority or leader on a given topic, however narrow that topic may be. To position yourself as a thought leader on your area of expertise (or, if you’re a grad student, as an emerging, aspiring thought leader), you need to start making your expertise known and trusted online as much as in person. You can do this by getting on some social networking sites and by blogging regularly on topics squarely in the center of your expertise or on topics of tangential relation to your area of expertise. You don’t need to be on every social media tool – this is a common misconception. Just do one or a few social media tools really, really well. If you choose Twitter, then tweet a LOT, and keep it professional and focused (Guy McHendry’s Twitter account is a good example of a focused, thought-leading grad student studying national security, privacy, cultural studies, and other topics). If you choose LinkedIn, then really take advantage of LinkedIn by getting your profile to 100% completeness and using LinkedIn groups effectively. Just find something and do it well. It’s perfectly fine to inject your personality, your sarcastic humor, or whatever into your social media presence (social media is social after all!), but just be mindful to keep your extreme opinions and any pictures of you doing keg stands hidden on your Facebook account or something. Once you start getting papers presented at conferences or published, too, make sure Wikipedia includes citations to your work on the appropriate entry pages. Some people think this is vain, but it’s not – not any more vain than someone writing a traditional encyclopedia article about their areas of expertise for a print encyclopedia. Wikipedia is one of the most valuable places you can grow your thought leadership because it’s so widely read. Make a profile on Wikipedia and add citations to your work (and the work of your colleagues…it’s not ALL about you) as appropriate. Just have a bit of humility and remember that you’re not THE sole voice on a topic just because you’ve published an article on it…but the Wikipedians will surely correct you if you overstep your bounds.

If you do all these things in tandem and have all of these pieces hang together in a constellation that is “you” online, I am confident you’ll have established an online identity and a reputation as an emerging leader in your field by the time you graduate. This will help you get jobs, get you invited to contribute chapters to anthologies, get you invited to speak at conferences, get you media interviews, and land you paid consulting gigs. And it may even make you known to grant teams, who might be looking for someone like you to round out their multi-million-dollar grant application. And forcing yourself to publish bare-bones CVs and Google Scholar profiles may even spur you to be more productive in order to flesh these presences out a bit.

I say this from my own experience. I track what people click on on my website, and I know this stuff matters. It has worked for me. So do it. Consider this grad student online starter kit your first bit of homework in grad school.

Anything else I’m missing here in the starter kit? Leave your comments below.

How to Protect Your Time

One of the most common common phrases that came out of my colleagues’ mouths as I approached the end of graduate school and began life as a tenure-track professor at a research-intensive university was “be sure to protect your time.” Or it was some variation of that: “don’t take on too many service obligations–protect your time for research” or “protect your time–be sure your teaching doesn’t detract too much from your research.”

I’ve been asked to sit on a few “how-to” advice panels for graduate students, too, usually focused on the What to Expect After Grad School theme or the How to Manage Your Time as a Young Professor theme. On these panels, too, the common sentiment from fellow panelists seems to be to “protect your time.” A dean’s promise to “protect you in your first year or two” is a common sales pitch for hiring, too.

I have never liked this whole idea of protecting oneself from other obligations. I don’t like the protection-from-threat metaphor, and I especially dislike what it implies about the value of teaching and service in the academy. Contrary to the title of this post, this post is actually about what “protecting your time” means, and why you should largely avoid the “protect your time” advice.

Protection from What?

As a professor, you have to balance the three-legged stool of research, teaching, and service (note: three-legged objects always inherently balance. Things with four or more legs tend to wobble when they are out of alignment…but anyway). In a research-intensive university, such as the one I work for, the expectation is that you should spend the majority of your time doing research, less time on teaching, and the least amount of time on service. At a regional state school, teaching and research obligations may be more equal, and at liberal arts schools or community colleges, teaching will probably take a front seat. At a research-intensive university, I’ve heard all kinds of percentages for how much time you should devote to research, teaching, and service, from 85%, 10%, 5%, respectively, to 50%, 30%, 20%.

Because so much of your tenure case at a research-intensive university is based on the research you’ve done, it makes sense to focus your energies in this area. It is true that you never really feel like your teaching is perfect, no matter how many times you’ve taught a course or how prepared you are for each lecture, and so in that sense teaching can come to dominate a lot of your time. And service is kind of a constant thing that you can get drawn into, as there are always committees that need members and journal articles to review. When people talk of protecting themselves so they can focus on research, they are mostly talking about the threat of teaching and service on their research time. Ick.

Say Yes, Because Yes Brings Opportunity

The actor Rob Lowe was interviewed last spring about his success. The stand-out point in the article is that he has learned that saying “yes” is the best way to open doors professionally. Here’s my favorite line from this interview:

“Yes is the beginning of the road. And the road hopefully leads to you staying relevant.”

When you say “no” to things, you’re turning down opportunities. You know that cheesy quote about how you miss 100% of the shots you don’t take? It’s true.When you’re asked to teach a new course, you may see it as a burden because you’ll have to do all this prep work to get up to speed on how to teach the course. But really it’s an opportunity to brush up on some stuff you may have forgotten about, an opportunity to teach a new stream of students you don’t normally get a chance to teach (i.e., different majors, underclassmen), and an opportunity to broaden your teaching portfolio, which will only make you more valuable to your department in the long run.

When you’re asked to serve on a search committee to hire a new professor, you may see it as a burden because search committees take a lot of time, require a lot of poise, and can sometimes lead to a lot of conflict through tough debates with colleagues. But, really, serving on a search committee is an opportunity to have a say in who your future colleague will be, an opportunity to shape the trajectory of your department long-term, and an opportunity to get to know colleagues at a deeper level, even if that does mean getting into some arguments with them over who to hire.

Teaching a new course, serving on a search committee, advising a student club, reviewing papers for a journal – all of these things require a lot of time, but they bring tremendous opportunities. They don’t eat into your research time. Rather, they can enrich your research if you know how to cull the value out of these non-research opportunities.

Ultimately, too, professors – like actors – are just hoping to stay relevant. They want to be seen by their peers as contributing in fair ways to a department culture and continuing to innovate in the classroom and publish groundbreaking research. Saying “yes” more often provides many more opportunities to stay relevant and useful.

Say Yes, Because Saying No is Selfish

I cringe when some colleagues say you should only put enough effort into your teaching so that you’re not a total disaster in the classroom. And I also cringe when colleagues say you should say “no” to as much service as you can, unless you are asked to serve in high-profile, powerful committee roles or if the scope of service work is ultra-specific to what your research interests are.

No one gets everything they want, and professors have a reputation as out-of-touch prima donnas already. Saying “no” to teaching and service obligations is outright selfish, in my opinion. It shows you think you’re above your colleagues when it comes to pitching in or doing your fair share of the work. It shows you think your research is more important and/or deserves more time and attention than everyone else’s work. And it shows you want to stay in your bubble and avoid opportunities to grow and develop and reach outside your domain.

But at a much higher level, especially for professors working at public universities, saying “no” is a waste of taxpayer money. Professors are civil servants in many ways. They are charged with the responsibility of educating the citizens of a state to be competent employees and critical thinkers. You can’t produce great students if you don’t put serious effort into your teaching. The taxpayers also expect professors to be collegial, to be efficient (as any government agency is expected to be), and to work hard. You can’t make the wheels turn in an academic organization if professors are always opting out of service. Professors are not independent contractors who have been blessed with a life of introspection and self-serving intellectual exploration. Professors are, at their core, teachers and members of cohesive organizations. They profess what they know, and they serve citizens as much through public service as through publication and the creation of knowledge.

Professors have very comfortable lives (well, the tenure-track and tenured ones do, at least. Adjuncts are still chronically underemployed, but that’s another post). They make good livings, they get summers off, they get to be around young people in well-maintained buildings and campuses, and, after tenure, it’s nearly impossible to fire them for speaking out in any way they see fit. For these great occupational comforts, professors owe it to the people to be productive, to burn the candle at both ends if they have a crunch of research to do in combination with a taxing teaching load and service obligations. They do not get to shake off these responsibilities. They are supposed to find ways to take on more responsibilities.

When to Say No, or, How to Protect Your Time if You Really, Really Need to

In two years as a professor, I have said “no” twice. It was painful and difficult to muster the courage to say no, but I did it – once to teaching a class and once to advising a student’s graduate thesis. I taught an online class once, then said no to teaching it again because I very honestly couldn’t take on the burden. I was set to launch a journal, travel a bunch for conferences, and pursue more than one book publishing opportunity. I very truly had a full plate. The “no” to the student was a similar case at the same time. Plus I had never met the student before and didn’t see even the slightest overlap in our interests or my abilities to advise the project. So…two “nos” in two years. I consider that a pretty good record, actually.

Sometimes you do need to say no. If your fate depends on having a certain number of publications on your CV and you’re far from reaching that goal, then it’s fine to say no just a little bit in order to pour more time into research. This still does not mean it is OK to say no to everything you simply aren’t interested in. It means that if you’re behind in your work, then you need to focus on your work. But there may be a deeper problem here. If you feel like you are running on all cylinders and saying no to teaching and service obligations and you’re still not being as productive as you need to with your research, then maybe you should reconsider being at a research-intensive university. Or maybe you need to start letting your work life eat into your personal life. I’m serious.

If you do need to say “no,” though, I recommend you be proactive about it rather than reactive. Let your dean or some more senior mentor colleagues know you’re struggling to get your research done and that you need to teach the same prep again next semester. Or that you can’t really take on anything else for the next few months. This lets your dean or your mentors know in advance you may be struggling, and it can spur them to action to figure out ways to help. It also demonstrates that you’re in control of what you’re doing, you’ve assessed your productivity, and you’ve come to a decision that you need to say “no” in order to stay productive on the research front. This is better than the reactive approach, which is you saying “no” when asked to do something and seeming like you’re complaining or weaseling out of something when the time comes.
As always, this is just my advice, not some set of rules that governs all departments out there. The point of this post is to start encouraging a healthier discussion of the “three-legged stool” of professor life and get away from the phrase “protect your time.” It’s also a call to consider your duty to your colleagues and the public when you decide what work you will and won’t take on, and how many opportunities you may be missing when you say “no.”

Cool Student Work

In just two years here at UNC, I’ve had the pleasure of sitting on quite a few committees. By the end of the spring 2012 semester, four master’s students and one undergraduate honors student will have endured my advising in some form or another. This post is all about their work, which I think is really quite interesting. In order of defense date, here they are:

Miranda Volborth, M.A., 2011 (chaired by Lois Boynton)

Miranda‘s master’s thesis was titled Bands and Brands: Sponsor Messaging at Festivals. With an interest in the communication strategies of arts and music events, and with experience working on the Hopscotch Music Festival, Miranda focused her thesis on the sponsors at the SXSW festival, interviewing several of the brand managers and PR folks who were on site at SXSW. The thesis includes practical recommendations for music festivals, and it’s a great read. Miranda went on to land a job at Sundance Film Festival, which is right in line with the kind of thing she studied here at UNC.

Stephanie Silverman, M.A., 2012 (chaired by Dulcie Straughan)

Stephanie‘s master’s thesis was titled Twitter Takeover: An Examination of the United States Women’s National Soccer Team Twitter During the 2011 World Cup and Recommendations for the 2012 Olympics. Stephanie has a big interest in sports and social media, so it was fitting that her thesis examined the use of Twitter by the US women’s soccer team. She analyzed the tweets from the 2011 World Cup and provided practical recommendations for sports organizations of similar size and scope that are interested in using Twitter to build their brands. I’m interested to see how this research will impact the industry.

Eric White, M.A., 2012 (chaired by Penny Muse Abernathy)

Eric‘s master’s thesis was titled New Media in the Newsroom: A Survey of Local Journalists and Their Managers on the Use of Social Media as a Reporting Tool. Eric sent surveys (via mail…which is really old school, but which got him a huge response rate!) to reporters and editors at local news organizations in the major media markets in the Carolinas. The survey asked questions about social media use, perceptions of social media, and so on. His findings are impressive, and I recommend this thesis as reading for any news organization. My favorite finding? Turns out editors don’t really have a grip on the time requirements of using social media the way reporters do.

Barbara Zellweger, M.A., 2012 (chaired by Lois Boynton)

Barbara‘s master’s thesis was titled Karl Barth: How to Develop an Effective Online Hub for a Theologian. Barbara is the great-granddaughter of renowned Swiss theologian Karl Barth, and to pay homage to him, she focused her master’s project on the building of a really great website dedicated to his writings. The hope is that this website will become a gateway or hub for many other smaller Barth centers, archives, and research institutes around the world. Her practical recommendations for accomplishing this feat are also valuable for practitioners looking to do similar websites for scholars, theologians, or collections.

Emily Urquhart, B.A. honors, 2012 (chaired by me)

Emily‘s BA honors thesis was titled The Crowd’s Perception Matters: A Crowdsourcing Study of a Crowd’s Social Media Chatter. Emily’s thesis examined the Twitter activity surrounding Doritos’ Crash the Super Bowl contest, a crowdsourced user-generated advertising contest that has become a highlight of the annual Super Bowl ad-watching ritual. Through a content analysis of the many tweets sent out during the contest, she was able to identify how users perceived the contest as a whole, findings which have relevance for practitioners looking to start their own crowdsourcing ventures.

By the way, these great students are always open to entertaining job offers. Contact them (all their LinkedIn pages are linked to their names above)!

Graduate Studies in Crowdsourcing

A few prospective graduate students have reached out to me over the years about pursuing a master’s or Ph.D. focused on crowdsourcing. I suspect my crowdsourcing-focused colleagues at other universities have received inquiries as well. It’s not a simple task to advise someone interested in studying crowdsourcing at the graduate level what programs are the best fits. Graduate study is indeed all about fit, and crowdsourcing’s terrain is odd, its scholars far-flung, and its disciplinary location varied. For what it’s worth, here’s what I have to say to someone wanting to get a master’s or Ph.D. focused on crowdsourcing. I welcome my crowdsourcing-focused colleagues at other institutions to help round out my comments.

Which Crowdsourcing? – Navigating the Language

One of the most confusing parts about the study of crowdsourcing is how many interpretations there are of the term “crowdsourcing.” Heck, some people don’t even spell it correctly (Note: it’s spelled “crowdsourcing,” not “crowd sourcing,” “crowd-sourcing,” or “CrowdSourcing”). Because crowdsourcing’s theoretical roots can be traced to human computation, open innovation, collective intelligence, open source software production, and other concepts, some scholars working in these fields refuse to ever use the term “crowdsourcing” in their work. Some scholars don’t see crowdsourcing as a phenomenon distinct from these other concepts, though I have tried to make the case in my work that crowdsourcing is a unique, different kind of thing, part of a larger and more diverse landscape of online participatory culture phenomena. Some scholars lump Wikipedia and open source software and YouTube in with crowdsourcing, but I certainly do not. There are different interpretations of what crowdsourcing means as a scholarly concept, and there are even more haphazard characterizations of crowdsourcing in the popular press.

The point here is that if you go looking for a graduate program where some crowdsourcing scholars might be, you won’t find the whole group of us by search the term “crowdsourcing.” I consider Karim Lakhani and Luis von Ahn leading thinkers on crowdsourcing, but I don’t think either of these men have ever used the term “crowdsourcing” in their published scholarly work. Rather, you’ll find these guys publishing on issues of “open innovation contests,” “broadcast search,” and “human computation.”

The more familiar you can become with the scholarly literature on crowdsourcing, the easier it will be for you to track down a good graduate program for you to pursue these kinds of questions. Mine the bibliographies from the published work on crowdsourcing and see where that leads you. Learn the theoretical pathways through crowdsourcing and you’ll be able to identify where the fertile ground is for you to pursue your scholarly questions. There’s good research happening about crowdsourcing that goes by many names. The trick is to locate it.

What Discipline?

To my knowledge, there are no degree programs (yet) specifically in crowdsourcing. There aren’t even that many programs in Internet studies specifically (I know of two: Curtin University and University of Oxford). Because there aren’t many dedicated Internet studies programs, most of the people doing Internet research come from other departments. A look at those who attend the Association of Internet Researchers’ (AoIR) conference or who subscribe to the AoIR listserv will turn up a number of academic departments: sociology, information/library science, communication studies, journalism & mass communication, anthropology, art and art history, architecture, design, computer science and engineering, political science, business, urban planning, and so on. We Internet researchers are a motley crew (and AoIR is our island of misfit toys, a place where we can all be at home in our different-ness).

So how do you know which discipline is the best discipline to get a degree in where you can focus on crowdsourcing? Well, that depends on exactly what kinds of questions you have about crowdsourcing. If you’re interested in how to actually design and engineer crowdsourcing platforms and systems, how to optimize their performance, and so on, then you’re probably better off in a computer science program, or perhaps an information science or computer engineering program. If you’re interested in the performance of crowdsourcing applications (i.e., how to know when they’ve succeeded or if they’ve improved a business function), then an academic graduate program in business or management (academic: MS. As opposed to professional: MBA) would be the best fit. If you’re interested in how and why crowds form, how they are motivated, and their perceptions of crowdsourcing applications, you could look into a journalism & mass communication program, a psychology program, a sociology program, information science, and so on. If you’re interested in a specific topical domain, such as journalism or urban planning or governance, you could look to those programs (though be aware that some crowdsourcing scholars are engaged in research outside of their home department’s topical domain. I, for instance, am housed in a journalism school but frequently do work in urban planning and governance).

Crowdsourcing has its tentacles spread across many disciplines, and those of us who spend a lot of our time studying how and why crowdsourcing works and extending its reach into other domains and problems come from a variety of backgrounds. But the home department where you get your degree will color the way you approach questions about crowdsourcing. An M.A. in journalism and mass communication, for example, will require you to take required core courses in the department, such as Media Law and Mass Communication Research Methods. And a methods course in mass communication will focus on the methods and research of the discipline, which is influenced by theories such as agenda setting and other “classic” mass communication theories. And each university’s mass communication department has its own methodological bent, whether it’s quantitative or qualitative in nature. On the other hand, a master’s in urban planning will require you to take courses in land use planning and other practical courses relevant for planners. And a master’s in communication studies from a strong critical/cultural studies program where most of the professors are rhetoricians will no doubt inject you with that view of scholarship. Basically, you’ll get a big dose of whatever the dominant paradigm is at that university, in that department, in that particular program. If you’re not particularly drawn to, say, the topic of journalism, then a program in journalism & mass communication may not be the best fit, even if you’re hoping to work with a crowdsourcing researcher who teaches in that department (like me!).

After the required core courses, though, many graduate programs will let you carve out your own path, sometimes encouraging you to take course work outside of the home department or even outside of the university. Generally speaking, for graduate programs that do not have a strong lab culture (common in the hard sciences, this is where you basically affiliate with a lab and your graduate work is focused almost entirely on the work of a professor’s lab or grant), you will probably be able to write a thesis or dissertation focused on crowdsourcing if you’re persistent. Because crowdsourcing can tie so well into many theoretical, methodological, and topical domains, you have a lot of wiggle room to pursue studies in crowdsourcing within the bounds of a given degree program.

Questions You Should Ask When Checking Out a Graduate Program

If you want to study crowdsourcing, there are some key questions you should ask yourself when evaluating whether or not a program is a good fit. This check list works well with just about any topic you’re interested in studying, actually:

  • Is there a professor in  this program who studies crowdsourcing (or a related concept)? Is this professor willing to take on new advisees? Is this professor qualified to supervise my research? These are the most important questions to ask yourself. Graduate study is an individual pursuit, and scholarly life is about people, personalities, and individual research agendas. It would be better to go to a program that has just one professor who is a perfect fit for your research than to go to a program that generally fits your interests but doesn’t have any single professor who is a great fit for your particular interests. You go to graduate school to study with people, not to study topics. This is especially true for Ph.D. programs. There should be someone at that program who you admire, you should be familiar with his/her work, and you should be willing to work with that person closely for at least a few years. It’s also important to inquire whether that professor is willing to take on a new graduate student as an advisee. That professor may be booked solid with other graduate students and may say no to taking on any new ones until his/her current students graduate. A professor may also not have enough grant money to fund a new graduate student, and many programs are moving into a grant model where professors only get grad students that they can fund with the grants they win. And be sure that the person you want to work with is qualified, or allowed, to supervise your work. Some schools have faculties where only a portion of them are actually qualified or allowed by the university to supervise graduate work. Most universities have rules that say professors can only supervise graduate students who are pursuing a degree they already have, too, which means that a professor who has a master’s degree but not a doctorate may not be allowed to supervise a Ph.D. student.
  • Is the graduate program flexible enough to allow me to pursue my research interests in crowdsourcing? Some graduate programs are highly structured, where all or nearly all of your course work is prescribed for you. But some graduate programs are highly flexible, requiring only 1-3 core courses of all graduate students and letting you create your own path through the degree. Because there are no graduate programs specifically dedicated to crowdsourcing, you’ll probably want some flexibility to craft your own degree path. Figure out what’s required in the curriculum and what courses you’ll get to curate into your degree plan. Some of the most interesting work in crowdsourcing is interdisciplinary, so find out if you’re encouraged (or even allowed) to take courses in other departments, too.
  • Are there other professors in the program or in the university who have affiliated interests? Let’s assume you’ve found a great program that has one expert crowdsourcing scholar on the faculty you’re dying to work with. You still need to identify a few other faculty members to be part of your supervisory committee. Most Ph.D. students have to round up a chair (dissertation director) plus 2-4 other faculty members who serve as members of the supervisory committee (dissertation readers). Sometimes there are rules, too, that say that one of these other members needs to be from outside the department. It is important that there are other faculty members in that program or elsewhere at the university who are willing to serve on your supervisory committee and are capable of making sense of your research. If the crowdsourcing scholar you’re working with is the odd duck in the department, you may have some difficulty rounding up a committee that supports your work. And remember that crowdsourcing is an Internet-based phenomenon. If the rest of the faculty isn’t Internet savvy, for instance, it may be a challenge to round up a committee that can best support your work. This doesn’t mean professors are unable or unwilling to bend in new directions – if anything, it’s a joy to step outside your comfort zone to advise new students with exciting research questions. But it sometimes causes problems.
  • And then all the regular questions about grad school: Do they offer fellowship funding? Are the grad students and faculty collegial and welcoming? Is it in a place I want to live and can afford to live? Is this program going to prepare me for future employment or continued study in a satisfactory way? Am I ready to take on this commitment for the next few years? Will my family or partner kill me if I go to grad school? Etc.

The Outside Committee Member Option

Many schools are open to the possibility of having a student’s supervisory committee consist of one or more members from outside of the university entirely. Programs like Skype make this even easier. I had Karim Lakhani on my Ph.D. committee from a distance – he was in Boston, I was in Salt Lake City, and he attended my defense meetings via conference call. If you find that one program is a better home for you but you’re still eager to have one specific person on your committee from a distance, see if the university will allow that person to sit on your committee remotely and Skype in for meetings. This is becoming quite common. There are some technical headaches, but it’s generally a good thing.

So Who are the Crowdsourcing Scholars? Where are they Located?

This list is not exhaustive, and I welcome other folks studying crowdsourcing (and willing/eager to take on new grad students) to contact me and add their name to this list. Here are some folks studying crowdsourcing and related phenomena:

I welcome any other input from folks out there studying crowdsourcing. What do you think are the best programs for this kind of study? What other folks am I missing from this admittedly short list?

Defining Online Community Management

[This is a re-post from the Culture Digitally blog. Enjoy!]

New technologies make new economies, and new economies make new jobs. As a response to this, some of the most forward-thinking academic programs aim to prepare students for jobs that don’t yet exist, and more programs should follow their lead. Students of strategic communication–a catch-all term that includes public relations, advertising, integrated marketing communication and the like–should take note of a whole new class of jobs that has emerged in recent years focused on the effective management of online communities (see, for example, the Google Lunar X PRIZE’s recent job posting for an “experienced online guru” to manage the project’s many social media presences).

I predict we will see many more of these jobs that fall under the broad umbrella of “online community management,” and I offer this post as a first attempt to define this emerging profession and make a case for the relevance of strategic communication planning in this new domain.

Let’s take a look at “online community management” word by word:

  • Online: Online community management happens online. It may include offline, face-to-face or phone work, but it is, at its core, work that takes place via the Internet. Coordinating online stakeholders and customers is qualitatively different from coordinating face-to-face stakeholders and customers. Online communications can take place at far quicker speeds, across larger geographical expanses, asynchronously or in real-time, and under the veil of anonymous or pseudonymous cover. The volatile flows of the online mediascape require a different set of skills.
  • Community: Communities are both real and imagined. They have their own internal governance structures, lingo, and norms. They are simultaneously collective wholes with a common vision and interconnected individuals with specific needs. Members in the community may also come and go without notice, and online communities may collapse entirely with a mass exodus of participants.
  • Management: Management implies a strategic, purposeful coordination of resources to meet specific objectives. Managers are both secretaries and shepherds, taking note of the community’s needs and wants while moving the group toward a common goal. Effective strategic management also requires research, planning, evaluation measures.

The Centrality of Strategic Communication in Online Community Management

Relationships between an organization and its stakeholders (customers, clients, donors, employees, etc.) are usually “strongest when they are mutually beneficial and characterized by ‘win-win’ outcomes” (Heath & Coombs, 2006, p. 5), when they are symmetrical and two-way in the flow of communication (J. E. Grunig, Grunig, & Dozier, 1992; L. A. Grunig, Grunig, & Dozier, 1992), and when they are at the core of strategic communication practice (Ledingham, 2003).

The strength of seeing project and organizational management functions through the lens of communication is the emphasis on process rather than on preparations and outcomes or inputs and outputs. Strategic communication, then, involves investing in the process of maintaining relationships with stakeholders in order to achieve management goals. Because so many companies and nonprofits (and even government functions) rely on the maintenance of healthy, productive, and sometimes sizeable online communities, strategic communication is an apt framework for understanding how organizations can maintain relationships with these communities.

Generally, strategic communication practice follows a common campaign process. Described through a variety of acronyms, including PIE (Planning, Implementation, Evaluation) (Bobbitt & Sullivan, 2009) and RACE (Research, Action, Communication, Evaluation) (Marston, 1963), I prefer the granularity of Parkinson and Ekachai’s (2006) ROSTE method for strategic communication planning: Research, Objectives, Strategy, Tactics, and Evaluation. Adopting a ROSTE approach ensures that strategic communication practitioners follow a deliberate, step-by-step process in the planning, execution, and ongoing maintenance of a project. This approach can work for the building and maintenance of online communities, too. Here’s how:

  • Research is an important first step – and an ongoing concern – for any online community manager. He or she should know the background of the community (demographics, etc.), its motivations, its history, and so on. He or she should also know about other case studies in online community growth and management, in order to learn the lessons of other practitioners and communities. Discovering this information requires undertaking situational analyses (e.g., SWOT analysis, social/political/economic analysis), gathering secondary/background resources, and conducting original empirical studies of the community.
  • Objectives should always be in place and should be revised regularly to respond to situational changes and organizational goals. Objectives should always be measurable and have defined time frames, and they should be informed by research. An example of a measurable objective: “To grow the online community by 20% in the next 3 months.”
  • Strategies are the ways in which the online community manager will approach these objectives. This includes overall messaging or plans of attack. Strategies are crafted to meet the objectives, should be grounded in research, and should involve creative problem solving.
  • Tactics are the on-the-ground methods for implementing the strategies (in order to meet the objectives, which are based on research. See how it’s all connected?). Tactics are the tools and means for executing the process.
  • Evaluation is as important as any other step in the process. Since objectives are always measurable, evaluation plans should seek to assess whether objectives were met. Evaluation might entail passive data gathering (e.g., through Web analytics) or active empirical methods (e.g., surveys, interviews, content analysis). As objectives are evaluated as successful or not, these findings become part of the future research file, and the cycle begins again. Though a linear or cyclical process described here, these processes are frequently smashed together, are iterative, and are constantly being revised to meet changing circumstances. The point is to remember that it’s a deliberate process with discrete components that connect to each other.

Tools of the Trade

Online community managers make use of a number of tools/tactics to do their job effectively. These include using message boards and chat spaces (anywhere the community members are communicating), using the tools of traditional media relations (press releases, etc.), and using customer service techniques for dealing with issues in the community in rapid fashion. Tools also include research and evaluation tools, such as social media monitoring software (e.g. Radian6), Web analytics (e.g., Google Analytics, Omniture), and a whole host of research methods (e.g., archival work, surveys, interviews, focus groups, online ethnography, case studies).

Why Good Online Community Managers Matter

Online communities are bubbling with creative potential. Online communities may be collectively intelligent, too, able to accomplish more than a host of individuals working alone might. It’s important for online community managers to know what motivates these communities, what their potential is, and how they can leverage these communities for business purposes or for the public good. We see this taking place today in crowdsourcing arrangements, in public participation programs for governance, and in a number of other co-creative activities.

Online community managers have a duty to make the best of these communities, and I believe the perspective of strategic communication has a lot to offer this emerging profession.

Notes

Bobbitt, R., & Sullivan, R. (2009). Developing the public relations campaign: A team-based approach (2nd ed.). Boston, MA: Pearson Allyn & Bacon.
Grunig, J. E., Grunig, L. A., & Dozier, D. M. (1992). The excellence theory. In C. H. Botan & V. Hazelton (Eds.), Public relations theory II (pp. 21-62). Mahwah, NJ: Lawrence Erlbaum Associates.
Grunig, L. A., Grunig, J. E., & Dozier, D. M. (1992). Excellent public relations and effective organization: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.
Heath, R. L., & Coombs, W. T. (2006). Strategic relationship building: An ethical organization communicating effectively. Today’s public relations: An introduction (pp. 1-40). Thousand Oaks, CA: Sage.
Ledingham, J. A. (2003). Explicating relationship management as a general theory of public relations. Journal of Public Relations Research, 15(2), 181-198.
Marston, J. (1963). The nature of public relations. New York: McGraw-Hill.
Parkinson, M. G., & Ekachai, D. (2006). International and intercultural public relations: A campaign case approach. Boston, MA: Pearson.

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