informal certification based on authentic trust
DESCRIPTION
Presented at ETHICOMP2008, Mantua.TRANSCRIPT
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Informal certification based on authentic trust
Federico Gobbo Rosario Sica{federico.gobbo,rosario.sica}@uninsubria.it
Universita dell’Insubria, Varese, Italy(cc) Some rights reserved.
ETHICOMP2008 Mantua, 24th September
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
What is a social network?
What’s new? What’s different? Who gains? Who loses?
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3/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
participation is a mark of prestige in itself
paradox:
we need domain experts, but
we want everyone in (crowdsourcing), so
experts are underestimated.
A social and ethical model of the phenomenon is needed
![Page 4: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/4.jpg)
3/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
participation is a mark of prestige in itself
paradox:
we need domain experts, but
we want everyone in (crowdsourcing), so
experts are underestimated.
A social and ethical model of the phenomenon is needed
![Page 5: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/5.jpg)
3/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
participation is a mark of prestige in itself
paradox:
we need domain experts, but
we want everyone in (crowdsourcing), so
experts are underestimated.
A social and ethical model of the phenomenon is needed
![Page 6: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/6.jpg)
3/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
participation is a mark of prestige in itself
paradox:
we need domain experts, but
we want everyone in (crowdsourcing), so
experts are underestimated.
A social and ethical model of the phenomenon is needed
![Page 7: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/7.jpg)
3/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
participation is a mark of prestige in itself
paradox:
we need domain experts, but
we want everyone in (crowdsourcing), so
experts are underestimated.
A social and ethical model of the phenomenon is needed
![Page 8: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/8.jpg)
3/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
participation is a mark of prestige in itself
paradox:
we need domain experts, but
we want everyone in (crowdsourcing), so
experts are underestimated.
A social and ethical model of the phenomenon is needed
![Page 9: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/9.jpg)
3/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Knowledge and participation
knowledge moves fast today
participation is a mark of prestige in itself
paradox:
we need domain experts, but
we want everyone in (crowdsourcing), so
experts are underestimated.
A social and ethical model of the phenomenon is needed
![Page 10: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/10.jpg)
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social networking: an old idea...
In social cognitive research:
people act on the basis of their interpretation of the world
interpretations are shared among individuals as
common beliefscognitive schemas
This idea of knowledge sharing has got a lot of names (sinceWittengstein).
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4/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social networking: an old idea...
In social cognitive research:
people act on the basis of their interpretation of the world
interpretations are shared among individuals as
common beliefscognitive schemas
This idea of knowledge sharing has got a lot of names (sinceWittengstein).
![Page 12: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/12.jpg)
4/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social networking: an old idea...
In social cognitive research:
people act on the basis of their interpretation of the world
interpretations are shared among individuals as
common beliefscognitive schemas
This idea of knowledge sharing has got a lot of names (sinceWittengstein).
![Page 13: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/13.jpg)
4/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social networking: an old idea...
In social cognitive research:
people act on the basis of their interpretation of the world
interpretations are shared among individuals as
common beliefs
cognitive schemas
This idea of knowledge sharing has got a lot of names (sinceWittengstein).
![Page 14: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/14.jpg)
4/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social networking: an old idea...
In social cognitive research:
people act on the basis of their interpretation of the world
interpretations are shared among individuals as
common beliefscognitive schemas
This idea of knowledge sharing has got a lot of names (sinceWittengstein).
![Page 15: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/15.jpg)
4/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social networking: an old idea...
In social cognitive research:
people act on the basis of their interpretation of the world
interpretations are shared among individuals as
common beliefscognitive schemas
This idea of knowledge sharing has got a lot of names (sinceWittengstein).
![Page 16: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/16.jpg)
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
From Wittengstein (1953) to Bijker (1995)
From Wittengstein (1953):
family resemblance: individuals share a frame ifassumptions and expectations are similar.
Bijker (1995) applied Wittengstein’s frame to socioculturalprocesses driven by science and technology (p. 123):
a technological frame (TF) comprises all elements thatinfluence the interaction within relevant social groups andlead to the attribution of meaning to technical artifacts –and thus to constituting technology.
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5/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
From Wittengstein (1953) to Bijker (1995)
From Wittengstein (1953):
family resemblance: individuals share a frame ifassumptions and expectations are similar.
Bijker (1995) applied Wittengstein’s frame to socioculturalprocesses driven by science and technology (p. 123):
a technological frame (TF) comprises all elements thatinfluence the interaction within relevant social groups andlead to the attribution of meaning to technical artifacts –and thus to constituting technology.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
How technological frames are made
1 elements of interpretation: Wittengstein’s notion of frame;
2 elements of practice: practical constraints to be fronted inadopting the new technology.
Bijker (1995) applied to bicycles, bakelite and the fluorescent bulb.A more recente example can be email.
1 elements of interpretation: to be literate in computing;
2 elements of practice: the need to have an internetconnection.
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6/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
How technological frames are made
1 elements of interpretation: Wittengstein’s notion of frame;
2 elements of practice: practical constraints to be fronted inadopting the new technology.
Bijker (1995) applied to bicycles, bakelite and the fluorescent bulb.A more recente example can be email.
1 elements of interpretation: to be literate in computing;
2 elements of practice: the need to have an internetconnection.
![Page 20: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/20.jpg)
6/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
How technological frames are made
1 elements of interpretation: Wittengstein’s notion of frame;
2 elements of practice: practical constraints to be fronted inadopting the new technology.
Bijker (1995) applied to bicycles, bakelite and the fluorescent bulb.A more recente example can be email.
1 elements of interpretation: to be literate in computing;
2 elements of practice: the need to have an internetconnection.
![Page 21: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/21.jpg)
7/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
‘Social networking’ vs. ‘Knowledge management’
Knowledge management:1 elements of interpretation: knowledge is something you
manage2 elements of practice: CMS, LMS, where knowledge is packed
and producted by selected sources
Social networking:1 elements of interpretation: knowledge is something you
cultivate2 elements of practice: social computing environments (i.e.,
built on networks)
A process of sense-making naturalization can be established
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7/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
‘Social networking’ vs. ‘Knowledge management’
Knowledge management:1 elements of interpretation: knowledge is something you
manage2 elements of practice: CMS, LMS, where knowledge is packed
and producted by selected sources
Social networking:1 elements of interpretation: knowledge is something you
cultivate2 elements of practice: social computing environments (i.e.,
built on networks)
A process of sense-making naturalization can be established
![Page 23: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/23.jpg)
7/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
‘Social networking’ vs. ‘Knowledge management’
Knowledge management:1 elements of interpretation: knowledge is something you
manage2 elements of practice: CMS, LMS, where knowledge is packed
and producted by selected sources
Social networking:1 elements of interpretation: knowledge is something you
cultivate2 elements of practice: social computing environments (i.e.,
built on networks)
A process of sense-making naturalization can be established
![Page 24: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/24.jpg)
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Social Network Analysis (SNA)
Pioneered by Levi Moreno (1977);
Applied by Cross and Parker (2004) to organizations.
Key results:
problems are solved thanks to informal networks of people;
these networks are totally different from the official hierarchy;
the most relevant nodes (hubs) follow a power lawdistribution.
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
From organization charts to corporate social networks
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
How to find hubs and communication fluxes?
SNA focus only to the elements of interpretations
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The process of externalization in web 2.0 sites
each person’s network becomes public and connected to theothers;
machine learning algorithms infer new nodes on tagging andstructured data;
eventually, virtual networks became real in communities ofpractice.
people externalize their networks through web 2.0 sites;
Externalization is a web 2.0 element of practice
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12/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.
Key questions:
Can we trust a professional because some people say he or sheis trustworthy?
Even if we actually don’t know him or her directly?
Solution by LinkedIn:
write public recommendations
Solution by Naymz:
private one-minute survey about the trustworthiness of yourcontact gives a public reputations score
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12/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.Key questions:
Can we trust a professional because some people say he or sheis trustworthy?
Even if we actually don’t know him or her directly?
Solution by LinkedIn:
write public recommendations
Solution by Naymz:
private one-minute survey about the trustworthiness of yourcontact gives a public reputations score
![Page 30: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/30.jpg)
12/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.Key questions:
Can we trust a professional because some people say he or sheis trustworthy?
Even if we actually don’t know him or her directly?
Solution by LinkedIn:
write public recommendations
Solution by Naymz:
private one-minute survey about the trustworthiness of yourcontact gives a public reputations score
![Page 31: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/31.jpg)
12/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.Key questions:
Can we trust a professional because some people say he or sheis trustworthy?
Even if we actually don’t know him or her directly?
Solution by LinkedIn:
write public recommendations
Solution by Naymz:
private one-minute survey about the trustworthiness of yourcontact gives a public reputations score
![Page 32: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/32.jpg)
12/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.Key questions:
Can we trust a professional because some people say he or sheis trustworthy?
Even if we actually don’t know him or her directly?
Solution by LinkedIn:
write public recommendations
Solution by Naymz:
private one-minute survey about the trustworthiness of yourcontact gives a public reputations score
![Page 33: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/33.jpg)
12/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.Key questions:
Can we trust a professional because some people say he or sheis trustworthy?
Even if we actually don’t know him or her directly?
Solution by LinkedIn:
write public recommendations
Solution by Naymz:
private one-minute survey about the trustworthiness of yourcontact gives a public reputations score
![Page 34: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/34.jpg)
12/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The problem of boundaries
Externalization leads to informal certification.Key questions:
Can we trust a professional because some people say he or sheis trustworthy?
Even if we actually don’t know him or her directly?
Solution by LinkedIn:
write public recommendations
Solution by Naymz:
private one-minute survey about the trustworthiness of yourcontact gives a public reputations score
![Page 35: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/35.jpg)
13/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Endorsement needs trust
Business-oriented web 2.0 communities informally certifyendorsement, i.e., the public approval of formally certifiedcompetence. Examples of headlines:
Naymz: empower reputable professionals
Ecademy: connect business people
Xing: powers relationships for the world’s businessprofessionals
They are virtual places of trustworthiness
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13/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Endorsement needs trust
Business-oriented web 2.0 communities informally certifyendorsement, i.e., the public approval of formally certifiedcompetence. Examples of headlines:
Naymz: empower reputable professionals
Ecademy: connect business people
Xing: powers relationships for the world’s businessprofessionals
They are virtual places of trustworthiness
![Page 37: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/37.jpg)
13/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Endorsement needs trust
Business-oriented web 2.0 communities informally certifyendorsement, i.e., the public approval of formally certifiedcompetence. Examples of headlines:
Naymz: empower reputable professionals
Ecademy: connect business people
Xing: powers relationships for the world’s businessprofessionals
They are virtual places of trustworthiness
![Page 38: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/38.jpg)
14/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The notion of ‘authentic trust’
Solomon and Flores (2001) defined the notion of trust.
authentic trust: an act performed by an agent,according to its interests and strategies, in a conditional,focused and limited context.
Corollaries:
it involves the establishment of a relationship;
authentic trust is negotiable and conditional;
the agent is aware of the risk of betrayal;
Authentic trust solves the problem of boundaries
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14/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The notion of ‘authentic trust’
Solomon and Flores (2001) defined the notion of trust.
authentic trust: an act performed by an agent,according to its interests and strategies, in a conditional,focused and limited context.
Corollaries:
it involves the establishment of a relationship;
authentic trust is negotiable and conditional;
the agent is aware of the risk of betrayal;
Authentic trust solves the problem of boundaries
![Page 40: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/40.jpg)
14/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The notion of ‘authentic trust’
Solomon and Flores (2001) defined the notion of trust.
authentic trust: an act performed by an agent,according to its interests and strategies, in a conditional,focused and limited context.
Corollaries:
it involves the establishment of a relationship;
authentic trust is negotiable and conditional;
the agent is aware of the risk of betrayal;
Authentic trust solves the problem of boundaries
![Page 41: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/41.jpg)
15/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Misunderstandings of trust
simple trust: naive, unconditioned, typical of children (noboundaries).
blind trust: not considering any argument or even evidenceagainst it (not negotiable, unconditional).
trustworthiness: passive side of trust(ing), i.e., the belief(s)about the receiver (is he or she worth being trusted?)
reliance: machines are reliable, not trustworthy, as they don’thave interests of beliefs.
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15/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Misunderstandings of trust
simple trust: naive, unconditioned, typical of children (noboundaries).
blind trust: not considering any argument or even evidenceagainst it (not negotiable, unconditional).
trustworthiness: passive side of trust(ing), i.e., the belief(s)about the receiver (is he or she worth being trusted?)
reliance: machines are reliable, not trustworthy, as they don’thave interests of beliefs.
![Page 43: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/43.jpg)
15/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Misunderstandings of trust
simple trust: naive, unconditioned, typical of children (noboundaries).
blind trust: not considering any argument or even evidenceagainst it (not negotiable, unconditional).
trustworthiness: passive side of trust(ing), i.e., the belief(s)about the receiver (is he or she worth being trusted?)
reliance: machines are reliable, not trustworthy, as they don’thave interests of beliefs.
![Page 44: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/44.jpg)
15/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Misunderstandings of trust
simple trust: naive, unconditioned, typical of children (noboundaries).
blind trust: not considering any argument or even evidenceagainst it (not negotiable, unconditional).
trustworthiness: passive side of trust(ing), i.e., the belief(s)about the receiver (is he or she worth being trusted?)
reliance: machines are reliable, not trustworthy, as they don’thave interests of beliefs.
![Page 45: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/45.jpg)
16/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The case-study of BTicino SpA
World-wide producer of electrical equipment in Varese (Italy).Needs:
abrupt enlargement of the sales force;
some people don’t know others;
Steps for the technological framework:
a SNA was performed (elements of interpretation);
design of an ad-hoc web environment (elements of practice);
salespersons start to get in touch and trust each others.
![Page 46: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/46.jpg)
16/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The case-study of BTicino SpA
World-wide producer of electrical equipment in Varese (Italy).Needs:
abrupt enlargement of the sales force;
some people don’t know others;
Steps for the technological framework:
a SNA was performed (elements of interpretation);
design of an ad-hoc web environment (elements of practice);
salespersons start to get in touch and trust each others.
![Page 47: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/47.jpg)
17/20
Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The case-study of GAS
‘GAS’ or “Gruppo di Acquisto Solidale” (Solidarity PurchasingGroup).Needs:
reduce costs in buying food and commodities;
people don’t know each other at all;
Technological framework:
an old web site gives the appointment (elements of practice);
people meet vis-a-vis (elements of interpretation).
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
The case-study of GAS
‘GAS’ or “Gruppo di Acquisto Solidale” (Solidarity PurchasingGroup).Needs:
reduce costs in buying food and commodities;
people don’t know each other at all;
Technological framework:
an old web site gives the appointment (elements of practice);
people meet vis-a-vis (elements of interpretation).
![Page 49: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/49.jpg)
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Comparison of the two cases
BTicino:
already settled community of practices (salespersons);
they need a virtual place to meet;
afterwards, they also meet in the real world.
GAS:
people do want to form a community of practice;
they use the web to launch meetings;
they meet only in the real world.
The two cases are complementary
![Page 50: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/50.jpg)
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Comparison of the two cases
BTicino:
already settled community of practices (salespersons);
they need a virtual place to meet;
afterwards, they also meet in the real world.
GAS:
people do want to form a community of practice;
they use the web to launch meetings;
they meet only in the real world.
The two cases are complementary
![Page 51: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/51.jpg)
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Comparison of the two cases
BTicino:
already settled community of practices (salespersons);
they need a virtual place to meet;
afterwards, they also meet in the real world.
GAS:
people do want to form a community of practice;
they use the web to launch meetings;
they meet only in the real world.
The two cases are complementary
![Page 52: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/52.jpg)
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Conclusions
organizations deal with competence certification;
their inner social networks informally certify endorsement;
challenge: organizational models more flexible;
risk: redefinition of roles, i.e., less need of control;
Most people gain, some heads lose if they don’t adapt
![Page 53: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/53.jpg)
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Conclusions
organizations deal with competence certification;
their inner social networks informally certify endorsement;
challenge: organizational models more flexible;
risk: redefinition of roles, i.e., less need of control;
Most people gain, some heads lose if they don’t adapt
![Page 54: Informal Certification based on Authentic Trust](https://reader038.vdocuments.site/reader038/viewer/2022103109/54627170af7959a4058b4a22/html5/thumbnails/54.jpg)
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Introduction Technological Framework SNA and web 2.0 Informal certification Case-studies Conclusions
Thank you. Any questions?
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(cc) F. Gobbo 2008. Published in Italy.Attribuzione – Non commerciale – Condividi allo stesso modo 2.5