Social Media Metrics for Academics

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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.

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Social Media Metrics for Academics

  1. 1. MEasuringSocial Media
  2. 2. WHY ?MEASURE
  3. 3. ?WHAT TOMEASURE
  4. 4. I’ve got more friends than youMetrics need to be meaningful & related to your goals Beware of vanity metrics
  5. 5. AAA Social Media MeasuremenT Framework - Kami Watson Huyse Attention: Attitude: Action:Volume of interest Sentiment and Business results, (i.e. fans, traffic relationship to outreach effort, and other the brand. or sustained analytics) online presences in social networks online.
  6. 6. ATTENTION Measuring attention in an academic settingLikesViews/trafficClicksFollowsShares*ReTweets*Embeds** Without providing your own opinion/interpretation
  7. 7. ATTENTION Measuring attention in an academic settingLikesViews/traffic Do th ey sho w actClicks ive en gagem ent?FollowsShares*ReTweets*Embeds** Without providing your own opinion/interpretation
  8. 8. ATTENTION Measuring attention in an academic settingLikesViews/traffic Do th ey sho w actClicks ive en gagem ent?Follows Do th ey shoShares* w sub stanc e?ReTweets*Embeds** Without providing your own opinion/interpretation
  9. 9. ATTENTION Measuring attention in an academic settingLikesViews/traffic Do th ey sho w actClicks ive en gagem ent?Follows Do th ey shoShares* w sub stanc e?ReTweets* Be w a re of vEmbeds* anity me trics.* Without providing your own opinion/interpretation
  10. 10. ATTENTION Measuring attention in an academic settingLikesViews/traffic Do th ey sho w actClicks ive en gagem ent?Follows Do th ey shoShares* w sub stanc e?ReTweets* Be w a re of vEmbeds* anity me trics.* Without providing your own opinion/interpretation
  11. 11. What Facebookdifferent metrics ValuesAn indication of the importance of Σu w d }} e e e weight affinity recency
  12. 12. Weight + > > > 3f Share General understanding - exact weights not known, may vary by person
  13. 13. + ++ ATTITUDE Measuring attitudes in an academic setting Comments: • Are they positive, negative, or neutral in tone? • Do they convey a sense of interest in/excitement about your project? - -
  14. 14. AcTION Measuring action in an academic settingAction:Conversations (2-way)Blog write-upsSpeaking InvitationsMedia InterviewsCollaborations
  15. 15. AcTION Measuring action in an academic settingAction: Result:Conversations (2-way)Blog write-ups Establish thought leadership,Speaking Invitations academic/scientific reputationMedia InterviewsCollaborations
  16. 16. Interviews Some examples
  17. 17. Speaking Opps Some examples
  18. 18. Two-way conversations and continued learningSharing slide deck Write-up Discovery Mutual Learning
  19. 19. Blog write-ups, mentions = continued exposure/conversation
  20. 20. AAA Framework 46 140
  21. 21. How TO ?MEASURE
  22. 22. ATTENTION Applications for measuring attentionLikes - Facebook built-in metricsViews/traffic - Google Analytics, Academia.eduClicks - Bit.ly (tweeted links)Shares - Facebook, SlideShare, etc. built-in metricsReTweets - Twitter built-in metrics, HootSuite, TweetDeckFollows - Twitter built-in metricsEmbeds - SlideShare built-in metrics
  23. 23. Measuring attention with Google Analytics: Number of blog visits, avg. visit duration
  24. 24. Google Metrics Measuring attention: demographics
  25. 25. How to add Google Analytics to your blog: Install plugin
  26. 26. 1.2.3.
  27. 27. 1.2. How to add Google Analytics to a website: Claim it
  28. 28. MonitoringConversationsKnow who is talking about your project - Using GigaAlert.com
  29. 29. Type in keywordsClick go
  30. 30. Click “Feed Settings”
  31. 31. Copy URL intoGoogleReader
  32. 32. People sometimestalk about yourcontent withoutusing your name oravatar
  33. 33. People sometimestalk about yourcontent withoutusing your name oravatar
  34. 34. People sometimestalk about yourcontent withoutusing your name oravatar
  35. 35. People sometimestalk about yourcontent withoutusing your name oravatarOur slides, yet nocitationGigaAlert helpskeep tabs of that
  36. 36. RESOURCESClick for a link to Diigo bookmarks

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