Metrics for the Social Web

Brian Kelly UKOLN University of Bath Bath, UK Metrics for the Social Web or how institutional data may include data about institutions / members of institutions held elsewhere UKOLN is supported by: This work is licensed under a Attribution-NonCommercial-ShareAlike 2.0 licence (but note caveat) Acceptable Use Policy Recording this talk, taking photos, discussing the content using Twitter, blogs, etc. is permitted providing distractions to others is minimised. http://www.ukoln.ac.uk/web-focus/events/workshops/devcsi-201107/ Twitter: http://twitter.com/briankelly/ Email: [email_address] Blogs: http://ukwebfocus.wordpress.com/ Twitter: #devcsi #iwmw11hack

You are free to: copy, share, adapt or re-mix; photograph, film or broadcast; blog, live-blog or post video of this presentation provided that: You attribute the work to its author and respect the rights and licences associated with its components. Idea from Cameron Neylon Slide Concept by Cameron Neylon, who has waived all copyright and related or neighbouring rights. This slide only CCZero . Social Media Icons adapted with permission from originals by Christopher Ross. Original images are available under GPL at: http://www.thisismyurl.com/free-downloads/15-free-speech-bubble-icons-for-popular-websites

Services being considered: Twitter, Facebook, YouTube, iTunes, Technorati, Wikio & Slideshare

Twitter: Personal Trends
I thought I used Twitter regularly ever since signing up in March 2007.
Evidence from Tweetstats:
Significant use began in Jan 2008 (100+ tweets)
No use in Mar-Jun 2008
Reality:
Significant use began in Apr 2008 at MW 2008 conf
Needed community in order to gain benefits
Implications:
Our memories may be incorrect
Data may be wrong (due to Twitter downtime??)

Social Media Analytic Summaries
Social media analytic summaries for Russell Group Universities
Outliers may be interesting

Peerindex Comparisons
Peerindex ’s ‘topic fingerprint’ for Oxford / Cambridge:
Similar profiles
Oxford covers news, politics & history
Cambridge covers technologies
Peerindex and Klout group comparisons for Russell Group Unis available (data used in this talk is available freely for reuse under CC0 licence)

Slideshare at Events (1 of 2)
IWMW events used Slideshare since 2006.
Statistics show:
Overall nos of views (<1,000 live audience)
and suggest:
Potential for amplification of parallel sessions
Potential value of aggregation of slides
But does decline since 2008 peak indicate:
Slideshare is past it (use Slideboom, …)?
Viewing slides is passe
Benefits of longstanding availability?

Slideshare at Events (2 of 2)
Statistics of most popular slides suggest:
Popularity of non-HE speakers ’ slides
Popularity of slides not in corporate house style
This has some positive correlation with experiences of local audience Could this inform selection of speakers in future?

Facebook
Survey of Russell Group Unis Fb use:
Branded Fb URL: 7
Fb page: 7
Fb group: 1
No easily found Fb presence: 5
Neglected or unofficial Fb presence: 1
Range of ‘likes’: 2,047 – 137,395
Recent report on ‘ROI of Fb advertising’ suggested “ 1 Facebook fan = 20 additional visits to your website ”
How would we know if Cardiff ‘s 20,035 Likes have provided an ROI?

YouTube Edu
Survey of YouTube Edu accounts:
1M+ views at Coventry Uni
Lack of comments
Example of stats available

iTunes Edu
Numeric data not readily obtained from iTunes Edu
Is this:
To be welcomed as an escape from bean-counting?
Of concern since gathering qualitative evidence can be costly?
Blog post analysed how services marketed: “ lots of content ”; “ free content ”; “ available on iPods ”; …

The Context
The need to demonstrate value in light of Government cuts
NB 1D view: no comments on ROI, comparisons with print, TV, … costs

Open Data
Government to ‘force’ Unis to publish data about courses, student experiences, …
Builds on Labour ’s Open Gov initiative
An opportunity to be welcomed?
Can take initiative in publishing open data about uses of social media

Numbers Matter
“ Sales of 25 million iPads in just 14 months. 200 million iOS devices in total. 15 billion songs downloaded since 2003. 130 million books. 14 billion apps downloaded from a store that now runs to 425,000 apps.”
BBC News 7 Jun 11 JISC-funded OII Impact report: “ The media and the public are influenced by numbers and metrics ”

Prisoner ’s Dilemma
We can all benefit by:
Sharing best practices
Understanding limitations
Agreeing on ways forward
But concerns that:
We might be doing badly
We might not be doing as well as our rivals
We don ’t want to boast
We want a perfect solution, not a good enough one
We want to learnt from others, but not share our experiences
Prisoner ’s dilemma: why people might not cooperate even if it is in their best interests to do so. Concerns

What I ’d Like from Developers
What I ’d like:
To avoid marketing departments paying Social media companies for social media analytics
Developers to demonstrate how they can add value to gathering, interpreting and visualising data for personal /institutional use of Social Web
To be completed by 10am tomorrow for demonstration at IWMW launch!
Can you help?

Metrics for the Social Web

by Brian Kelly

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