social media metrics for academics

MEasuringSocial Media

?WHYMEASURE

?WHAT TOMEASURE

I’ve got more friends than youMetrics need to be meaningful & related to your goals

Beware of vanity metrics

AAA Social Media MeasuremenT Framework

- Kami Watson Huyse

Action: Business results, outreach effort,

or sustained online presences

in social networks online.

Attention: Volume of interest

(i.e. fans, traffic and other analytics)

Attitude: Sentiment and relationship to

the brand.

Likes

Views/traffic

Clicks

Follows

Shares*

ReTweets*

Embeds** Without providing your own opinion/interpretation

ATTENTIONMeasuring attention in an academic setting

Likes

Views/traffic

Clicks

Follows

Shares*

ReTweets*

Embeds** Without providing your own opinion/interpretation

ATTENTIONMeasuring attention in an academic setting

Do they show active engagement?

Likes

Views/traffic

Clicks

Follows

Shares*

ReTweets*

Embeds** Without providing your own opinion/interpretation

ATTENTIONMeasuring attention in an academic setting

Do they show active engagement?

Do they show substance?

Likes

Views/traffic

Clicks

Follows

Shares*

ReTweets*

Embeds** Without providing your own opinion/interpretation

ATTENTIONMeasuring attention in an academic setting

Beware of vanity metrics.

Do they show active engagement?

Do they show substance?

Likes

Views/traffic

Clicks

Follows

Shares*

ReTweets*

Embeds** Without providing your own opinion/interpretation

ATTENTIONMeasuring attention in an academic setting

Beware of vanity metrics.

Do they show active engagement?

Do they show substance?

Σ ue we de

affinity

weight

recency

}}What Facebook Values

An indication of the importance of different metrics

Weight

>>>Sharef

3

General understanding - exact weights not known, may vary by person

+

+

Comments:

• Are they positive, negative, or neutral in tone?

• Do they convey a sense of interest in/excitement about your project?

ATTITUDEMeasuring attitudes in an academic setting

+

-

+

- -

Conversations (2-way)

Blog write-ups

Speaking Invitations

Media Interviews

Collaborations

AcTIONMeasuring action in an academic setting

Action:

Conversations (2-way)

Blog write-ups

Speaking Invitations

Media Interviews

Collaborations

AcTIONMeasuring action in an academic setting

Action:

Establish thought leadership,

academic/scientific reputation

Result:

Inte

rvie

ws

Som

e ex

ampl

es

Spea

king

Opp

sS

ome

exam

ples

Two-way conversations and continued learning

Sharing slide deck Write-up Discovery Mutual Learning

Blog write-ups, mentions = continued exposure/conversation

140

46

AAA

Fram

ewor

k

?How TOMEASURE

Likes - Facebook built-in metrics

Views/traffic - Google Analytics, Academia.edu

Clicks - Bit.ly (tweeted links)

Shares - Facebook, SlideShare, etc. built-in metrics

ReTweets - Twitter built-in metrics, HootSuite, TweetDeck

Follows - Twitter built-in metrics

Embeds - SlideShare built-in metrics

ATTENTIONApplications for measuring attention

Measuring attention with Google Analytics: Number of blog visits, avg. visit duration

Measuring attention: demographicsGoogle Metrics

How to add Google Analytics to your blog: Install plugin

2.

1.

3.

2.

1.

How to add Google Analytics to a website: Claim it

MonitoringConversations

Know who is talking about your project

- Using GigaAlert.com

Type in keywords

Click go

Click “Feed Settings”

Copy URL into

Google Reader

People sometimes talk about your content without using your name or avatar

People sometimes talk about your content without using your name or avatar

People sometimes talk about your content without using your name or avatar

People sometimes talk about your content without using your name or avatar

GigaAlert helps keep tabs of that

Our slides, yet no citation

Click for a link to Diigo bookmarks

RESOURCES