My Experience of UOSM2008

If truth be told, I believed I would experience more difficulties in completing this module than actually transpired.

  1. I expected to encounter difficulty when transitioning from academic writing to blog style.
  2. I believed that the creation of graphics would be time consuming and challenging. However, by topic 2, I enjoyed looking back at the material I had created.
  3. When being given the post deadline I believed that I would struggle to complete the work. On the other hand, I was quick to create a schedule so that I could manage the work amongst all other commitments.
  4. I originally had the opinion that by taking a university-wide module I would be developing skills that I would not be totally relevant to my Marketing development. However this was not the case; I quickly realised the power of blogging as a marketing tool and incorporated it in part of one of my assignments.

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Despite the positives that I experienced during the module, there were also some difficulties:

  1. I struggled with contacting my peers in the case where my comment had been stuck on the dreaded “awaiting approval” stage. Due to this I was forced to contact the module leader.
  2. I struggled to keep up with comments made by my peers on my posts. This area of weakness is something I want to improve on during my future blogging experiences.


What Have I Learnt on the Module?

The video below explores what I have learnt, on a post-by-post basis.


How will I take this forward in my future work?

I would very much like to continue blogging, perhaps based on my experience of my upcoming placement year at Tefal.


Evaluating My Digital Skills

The first activity that I carried out for the module was to evaluate my online activity via a self-test. The pictogram below shows the results and reasoning behind the test.




The Development of My Professional Digital Profile

Topic 2 and 3 explored the development of a digital profile and its use as a recruitment tool. From this I have made changes to my professional digital platforms:

  • Twitter: I spent time on the site reading and interacting with colleagues on the module using the #UOSM2008. This has additionally inspired me to use my dissertation to explore Twitter as a film marketing platform.
  • Instagram and Facebook: Using the knowledge developed in Topic 4 I updated my privacy settings accordingly.
  • LinkedIn: I now keep my profile up-to-date as well as use the site as a tool to remain informed of my placement year employer and of their global activity.
  • Blogging: I made a guest appearance on a friend’s blog where I shared my experience of a recent concert that I attended.
  • Other activities at University: I created a video to display my progress through a project.

I have learnt many things during my time on UOSM2008: Living and Working on the Web and would not hesitate in recommending it to other students.

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Topic 5 – Reflection

This week I explored the method of content release, known as open access. The term itself wasn’t familiar to me however, through my research I was surprised to discover that it was a service that I use often. I used the assessment piece to analyse the positive and negatives of the services as well as incorporate examples. When deciding on examples, I investigated material that I may have overlooked in my initial research and how the content produced would have affected the user.

UOSM2008: Writing for Open Access


To build on self-assessment and self-improvement I developed three aims for this week:

  • To create a moving image to embed into my posts.
  • Continue to create a structure to my posts.
  • To be more responsive to the comments on my posts.

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By reading and commenting on Scott’s post I learnt about news websites and their attitudes and approaches towards the use of paywalls and public perception on the issue (Mitchell, 2017). Additionally, his post allowed me to explore my own thoughts on how open source as a business model could function with or without restriction. Furthermore, through Wil’s post I explored the idea of academic writing as a form of open access material and its benefits to my academic work. From exploring both posts I have concluded that the accessibility of open source is beneficial to the development of content for both users and writers alike.

The bi-weekly posts have now come to an end :(! I have explored and learnt a considerable amount about the online world from Topic 1’s post on digital residents and digital visitors through to investigating my online profile in Topic 3. Yet my time on has not yet concluded as I will be reviewing my journey throughout this module, highlighting my successes and areas of weakness in a reflective post due 26/05.

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Mitchell, B. (2017). Poynter’s Bill Mitchell on paywalls – how to shape the paid experience. [online] Available at: [Accessed 13 May 2017].

Topic 5 – Open Access Material: Is it a positive or a negative tool

Piled Higher and Deeper (2012) highlighted “open access as free immediate online availability of research articles with full reuse rights”. The low reproduction cost of digital material (digitalisation) compared to paper distribution has been a major driving force in the development and spread of open access models.


  • A study conducted by Wiley et al (2012) on behalf of the Centre for American Progress investigated the implications of Open Education Resources (OER) – “educational materials produced by one party that are licensed to be used free of charge by others” – in breaking down the financial barriers to education. They highlighted the success of OER in “maintaining the quality of learning material while significantly reducing the cost of the education”.
  • Open access tools allow content producers to co-create and collaborate with others to improve the quality of the material.


  • As a producer of the material you can lose control over who has access to your product.
  • As a producer of the material you can lose control over how individuals use or modify your service.

Examples of a positive case, Google’s digital garage:

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Example of a negative case, YouTube:

The site provides many benefits to the users from providing entertainment, through ensuring they are kept up to date with news as well as educational material. The streaming service regularly removes content that they believe to be offensive or dangerous however, they have little control over the mass of content uploaded daily and the age of who has access.

In the spring of 2015 a social media challenge emerged where individuals tried to increase the size of their lips to mimic those of Kylie Jenner. Many took to video tutorials available en masse on sites such as YouTube to complete the challenge unaware of the negative health affect.

My Experience with an open access course during my time at university:

During my module MANG2064: Business Research part of our project development was supported through a MOOC via FutureLearn.

Despite the benefits of open access content, a study of 2,700 companies conducted by Simon-Kucher & Partners (via Stephen Lepitak, 2013) revealed that “90 per cent of online content would likely be held behind a paywall”. By introducing a subscription fee, you are allowing  a producer to invest more money into producing their content however, you are restricting the accessibility of material to the general population.

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Topic 4 – Reflection

Through the research for this topic I uncovered the ethical issues associated with online businesses. I used this assessment piece to build upon a topic that I had previously highlighted in topic 2, privacy. Privacy is an important matter that affects everyone who uses an online service. As a user of social media services online, I am aware of the steps that I can take to protect my own information. However, topic 4 has given me the opportunity to explore online privacy through the eyes of a business: with organisations being responsible for both the invasion of consumers’ privacy and the need to protect their own.

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To build on self-assessment and self-improvement I developed three aims for this week:

  • To create a moving image to embed into my post.
  • Continue to create a structure to my posts.
  • Use analytical data to build on my arguments.

By reading and commenting on Alex’s post I learnt about the thoughts of Google’s CEO, Eric Schmidt, and the company’s privacy ideology (Greenwald, G. 2014). Additionally, his post allowed me to explore my own thoughts on how an online business can embed a system to help their users alert them of illegal and/or unethical practices. Furthermore, through Louise’s post I explored my ideas of how privacy can be controlled by the user rather than via the business. From exploring both posts I have concluded that the most secure system for the protection of a user and a business will be to have both work side-by-side as one entity alone cannot sift and sort all the data available online.

To build on my topic 3 reflections I attempted to build a Piktochart to embed into my post. Also, I explored a variety of video software and chose because of its simplicity.

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MacDonald, G. (2010) The Business Ethics Blog: Why Privacy Matters (online). Available at: (Accessed: 23 April 2017).

Greenwald, G. (2014). Why privacy matters. [online] Available at: [Accessed 23 April. 2017].

Next Avenue (2013) Forbes: 7 Steps to Protect Your Online Security (online). Available at: (Accessed: 23 April 2017).

Topic 4 – The Ethical Issue that is Online Privacy in Business

In the video below I discuss Prof. Paula Swatman’s (n.d.) findings on ‘ethical issues in social networking research’. These include:

  • Recruitment
  • Privacy
  • Consent
  • Data Sharing
  • Terms of Service


During Topic 2 I highlighted privacy as a driver for multiple identities. Due to its significance, I will evaluate it once again in this post.

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As claimed by The Guardian (2014), Twitter as a form of social media “has facilitated entertainment, argument, gossip and abuse.” Additionally, individuals involved in business must be weary of privacy when using social media.


There are two sides to investigate when looking at privacy in business: the invasion of an individual’s privacy by a business, and the protection of privacy of a business.

Invasion of Privacy by Businesses

The video below explains the business of ‘Information Brokers’ (reputationcom, 2011) and how they can access your public, semi-public and private records; this information can be subsequently packaged and sold on. Social media is a great source whereby companies can seek information to build up a profile of you; and can then go on to target their marketing at you through to preparing a fraudulent attack.

Data collected in the video above can be bought and manipulated to create cyber-doubles as in the case of Ruth Palmer vs Leah Palmer (BBC, 2015).

Protection of Privacy by the Business

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Social media sites are a “hunting ground for cybercriminals” (BBC, 2016). According to the diagram above (Guardian, 2016) cybercrime is affecting many businesses in the UK. Recently in 2016, the UK government published a document Reducing the Cyber Risk in 10 Critical Areas which shows ways in which businesses can protect themselves against such attacks on their private information.

Concluding thoughts

Businesses or individuals accessing and releasing private information or view and opinions should only occur with the prior approval of the individual (Data Protection laws). This could avoid cases such as Justine Sacco, a senior director of corporate communications at IAC whose tweet sparked media outrage and led to her being fired. The ease of use of social media should be approached with caution. Even if the handle of our twitter account is our own name, we could be regarded as always representing our employer and thus should ensure that what we publish is appropriate.

However, social media has its benefits as it breaks down barriers and allows individuals to speak freely and share said thoughts globally. It is up to the individual to ensure data that they create and access is meets the approval of the company they are representing and the terms of the site they are using.

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Topic 3 – Reflection

Through the research for this topic I discovered ways in which I can build and expand my professional profile. The assessment of digital profiles as a method of recruitment is on the rise and thus I must do more to increase both my visibility and appeal to a potential employer. However, there is a danger with negative communication online which can weaken our profile. I found the case of Justine Sacco’s very interesting and despite being fairly dated in the short shelf-life that is a trademark of today’s social media, I found it relevant to Twitter public figures causing a stir today.


To build on self-assessment and self-improvement I developed three aims for this week:

  1. To create a structure to my post.
  2. To increase the discussion of the topic whilst commenting on my colleagues’ posts.
  3. To advance my arguments using images and theory to expand on my exploration of the topic.

By reading and commenting on Emily’s post I have learnt how data can be used both timely and accurately to back up the presented argument. Additionally, her post allowed me to explore my own online profile which resulted in me developing new ideas such as a professional Twitter account which could help advance my online presence. Furthermore, Faazila’s post demonstrated how the topic could be related to my degree and, how the issues in the topics we have previously covered can be interconnected.

Despite successfully embedding images and theory into my topic, I believe moving images would have been more engaging to the reader. Additionally, producing different media types will allow me to increase my digital skills beyond Piktochart.


Finally, when developing this topic, I used a subheading to improve the clarity of my discussion and ease of understanding for the reader. However, I will use topic 4 to develop this further.

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Ashraf, F (2017) Online Recruitment: Creating An Authentic And Professional Online Presence. Available at: (Accessed: 17 March 2017)

Back, E (2017) Topic 3: If you Searched yourself would you be Happy with the Results? Available at: (Accessed: 17 March 2017)

Ronson. J (2015) How one stupid tweet blew up Justine Sacco’s Life. The New York Times Magazine. Available at: (Accessed: 16 March 2017)

Trump. T (2017) ‘ North Korea is behaving badly, Twitter, 17 March. Available at: (Accessed: 17 March 2017)

Topic 3 – CV versus Digital Profile

According to Don Tapscott CEO, The Tapscott Group (2014) the current model of recruitment needs adaptation. Currently, “talent management is recruit, train, manage, retain and evaluate the performance of employees”. He discusses that the new “net generation” as a workforce are “bringing a new business environment” and therefore methods need to be adapted as represented displayed below.


CV versus Digital Profile

A CV display of our achievements and abilities has been transformed by the development of social media sites for employment (University of Southampton: Richard Carruthers, 2012).  It is important to note that an individual must have an authentic profile displaying present skills and qualifications that have been achieved, this ensures no recruiting errors are made.

Michael Weiss, a web marketing coach, stressed in an interview with the BBC (2013) that we need to create ourselves as a personal brand so that our digital profiles are accessible to potential employers. Part of the battle is to make ourselves available online and convey accurate and timely information.

Lisa Harris (2013) notes that “94% of all recruiters use LinkedIn to search for candidates (66% use Facebook and 54% use Twitter)”. By inspecting my own account amongst those in the UK with the same name, there are areas that I must improve to boost my position in the profile search results.

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It is not just the employees that are making the switch but the employers too. For example, “77% of all job postings are posted on LinkedIn and almost half of those don’t get posted anywhere else” (Lisa Harris, 2013). From this it is important to note the significance of making the information that employers are searching for accessible to all.

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Ways in which you can develop an online professional profile:-

  • Emails – have a unique signature and email address.
  • Blogging – can help demonstrate your passion and creativity.
  • LinkedIn – a business and employee networking site.
  • Twitter – as a marketer there has been a shift toward social media marketing therefore, it is important for me to have my social project profile online.

This clip above highlights five tips one can use to ensure a professional persona is maintained throughout online activities. We must be constantly aware of what we write online and the possible reaction of the audience to avoid cases such as Justine Sacco’s.

What are your preferred methods of creating a professional digital profile?

Feel free to take a look at my LinkedIn site.

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Topic 2 Relfection

I found topic 2: the exploration of multiple digital identities, very interesting to explore. I started this topic by evaluating my own stance on my digital identity and conveyed by thoughts through the post.

Following the feedback given to me from the completion of the primary task as well as my own desired achievement, I developed 3 main aims:

1) To include more/most of the course sources in the body of my assignment.

2) To include more argument in my development of the topic.

3) To increase the number of visual elements in all areas of the topic.

In the video below you can see the collection of materials I used to develop the post.

In terms of aim number two, I felt as though I spent a clear majority of my argument covering the issue of privacy and its relationship to the creation of multiple identities. However, reviewing my work for the reflection I feel as though it may have been beneficial to me and the reader had I had a more balanced and clear argument. Therefore, I will set this aim as an ongoing development for myself as I explore the module.

In the collage below I have displayed the different visual elements that I embedded into the post. Additionally, I enjoyed being able to discuss image development through the comment sections on Harriet’s and Charley’s posts.


For the reflection post, I would like to take the opportunity to set myself a target for the following week’s project. My target for topic 3 is to advance my arguments using images and theory to expand on my exploration of the topic.

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Multimedia material from – Schofield, M. (2017) Topic 2 – is there a benefit to having multiple digital identities? Available at: (Accessed: 5 March 2017).

Original Sources:

Topic 2 – Is there a Benefit to having Multiple Digital Identities?

To understand the arguments surrounding identity, one must understand the meaning and the process of its development. According to Techopedia (n.d.), a digital identity is comprised of key data attributes – username, date of birth, online search activity, etc. – and digital identifiers – email address, domain name, etc.- claimed in cyberspace to reflect an individual or organisation.


The graphic above demonstrates “7 Steps To Building Your Digital Identity”. These factors can be adapted to a single or multiple personas to reflect an individual’s social character, professional position, or desire to be anonymous.

Cristina Costa and Ricardo Torres (2011, p.g.49) highlight that the development of a digital identity provides “exposure and new forms of community engagement”, such engagement can be on either a professional or social level. This open conversation platform positively enables users to develop knowledge and their network.

On the flipside, one of the biggest issues with a known digital identity is the potential for invasion of privacy. (n.d.) state that the risk of identity theft has “grown with the rapid changes in information sharing brought on by the internet”. Data protection has become a publically debated topic following data leaks of public figures and bodies. The clip below is captured from Snowden (2016), a film based on true events describing the illegal surveillance techniques that Edward Snowden revealed whilst working for NSA.

Recently I, along with many others in the UK, suffered a breach of my personal account whilst using a fast food delivery service. In my case several hundred pounds was removed via orders that I did not place.

Danish journalist Pernille Tranberg in her TedTalk, suggested methods to protect identities. She highlighted a site called fakenamegenerator which generated her a persona – much like the one I have created below – which she could use on sites where she did not want the information to affect her professional persona.

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She claimed that 7 out of 10 recruiters reject people because of their profiles. Yet suggested that, the problem with fake identities is that Big Data can figure out which fake accounts belong to whom by correlating preferences and activities.

Privacy online has become of an increased concern to me due to my personal experiences, and I have noted that this has changed how I present myself online. With this I have become more restrictive on what information I give out however, I consider that I still maintain a single online identity.

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Topic 1 Reflection

WordPress was not a new programme for me having previously used the site to track and complement my A-Level Media Studies project. However, I found myself seeking support through online tech forums and reviewing past students’ blogs and posts.

This week’s assigned topic covered digital issues that I had yet to explore in other university assignments. Nevertheless, I was surprised that I was able to associate myself with Prensky’s (2001) findings of the “net-generation” and review how the structure of my education has changed in-line with his findings.

I appreciated getting the opportunity to not only deliver feedback to my peers, but also to gain their thoughts. Commenting allowed me to form a discussion with my peers converging ideas highlighted on our respective posts. I used my post to embed an open-ended question – “Is it good to be a digital resident?” – in order to stimulate a dialogue with the reader. The large volume of responses from my peers at such an early stage encourages me to look to include this approach in further posts.

Philip’s post explored areas of Prensky’s findings of “digital immigrant vs digital natives” which I had failed to cover in-depth so this is an area I have highlighted for future improvement. Additionally, reading and reviewing Andrei’s post highlighted to me the opportunity that I could explore in future posts to maximise the amount of self-produced visual content that I can embed.

For the reflection post, I would like to take the opportunity to set myself a target for the following week’s project. My target for topic 2 is to include more self-produced or externally sourced images to add and complement my argument.

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Prensky, M. (2001) Digital Natives, Digital Immigrants, Part II: ‘Do they really think differently?’NCB University Press, 9(6).