social media metrics for academics
Post on 18-Oct-2014
1.774 views
DESCRIPTION
Presentation for an HP Catalyst Online Workshop on how academics can measure the outcomes of their social media efforts — and use those metrics to improve their content and scientific reputation.TRANSCRIPT
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MEasuringSocial Media
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?WHYMEASURE
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?WHAT TOMEASURE
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I’ve got more friends than youMetrics need to be meaningful & related to your goals
Beware of vanity metrics
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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.
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Likes
Views/traffic
Clicks
Follows
Shares*
ReTweets*
Embeds** Without providing your own opinion/interpretation
ATTENTIONMeasuring attention in an academic setting
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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?
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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?
![Page 9: Social Media Metrics for Academics](https://reader034.vdocuments.site/reader034/viewer/2022051512/54423500afaf9fef098b4598/html5/thumbnails/9.jpg)
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?
![Page 10: Social Media Metrics for Academics](https://reader034.vdocuments.site/reader034/viewer/2022051512/54423500afaf9fef098b4598/html5/thumbnails/10.jpg)
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?
![Page 11: Social Media Metrics for Academics](https://reader034.vdocuments.site/reader034/viewer/2022051512/54423500afaf9fef098b4598/html5/thumbnails/11.jpg)
Σ ue we de
affinity
weight
recency
}}What Facebook Values
An indication of the importance of different metrics
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Weight
>>>Sharef
3
General understanding - exact weights not known, may vary by person
+
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+
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
+
-
+
- -
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Conversations (2-way)
Blog write-ups
Speaking Invitations
Media Interviews
Collaborations
AcTIONMeasuring action in an academic setting
Action:
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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:
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Inte
rvie
ws
Som
e ex
ampl
es
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Spea
king
Opp
sS
ome
exam
ples
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Two-way conversations and continued learning
Sharing slide deck Write-up Discovery Mutual Learning
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Blog write-ups, mentions = continued exposure/conversation
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140
46
AAA
Fram
ewor
k
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?How TOMEASURE
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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
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Measuring attention with Google Analytics: Number of blog visits, avg. visit duration
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Measuring attention: demographicsGoogle Metrics
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How to add Google Analytics to your blog: Install plugin
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2.
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3.
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2.
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How to add Google Analytics to a website: Claim it
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MonitoringConversations
Know who is talking about your project
- Using GigaAlert.com
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Type in keywords
Click go
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Click “Feed Settings”
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Copy URL into
Google Reader
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People sometimes talk about your content without using your name or avatar
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People sometimes talk about your content without using your name or avatar
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People sometimes talk about your content without using your name or avatar
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People sometimes talk about your content without using your name or avatar
GigaAlert helps keep tabs of that
Our slides, yet no citation
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