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- 4. Transitioning from Old Media to New Media New Media is… New Media measurements… Hisako Tanaka
- 5. Enter Social Media Media Culpa
- 6. Background and Literature Industry & Trade Journals Academic Literature Library Cases Caro Wallis
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- 12. In the Library: Concerns Message cannot be controlled Library becomes more open (read: vulnerable) and communicative (read: expected to communicate)
- 13. SMM Types: Visibility Reach Impact Domains
- 14. SMM Types: Sentiment Analysis Affective impressions JenniRipley
- 15. SMM Types: Return on Investment
- 16. SMM Types: Effectiveness of recruitment efforts
- 17. SMM Types: Listening Ky Olsen
- 18. SMM Tools: Free
- 20. SMM Challenges: Lack of sources
- 21. SMM Challenges: Copyright/Ownership/Licensing HoriaVarlan
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Editor's Notes
- Hi. I wrote my research paper on social media measurement, which is just what it sounds like: Measuring the reach or impact of your social media efforts. If you want to know the value of your activities, or need to explain this value to someone else, measurement is the only way to get this information.
- I’ll start with setting the media stage for measurement.Communication efforts have taken place in old media, which ISPrint, Radio, Television, and Signage. Measurements have include things like number of subscribers/or viewers.
- Then new media came along, which I define as interactive, digital, computerized media, namely the Internet and online ads. Measurement for new media has included things like page views and number of unique visitors.
- Social Media like old and new media offers a way to share your messaging with an audience, but the old ways of measuring, like number of subscribers, or page views, simply can’t offer useful information about whether social media efforts are worthwhile. Who cares how many times someone sees a page, if there purposes for viewing it have nothing to do with your organization.
- For this paper, I found abundant resources that discuss SMM in trade journals, which offer lots of advice, but Because this is an emerging body of knowledge, I found fewer academic discussions addressing SMM especially as it relates to libraries. For that, I relied on a small handful of specific cases describing social media use in libraries and drew from their accounts of evaluation or measurement.
- My paper diverges briefly from measurement to highlight the unique alignment of social media and library values. Haha, not shushing! These values include access to information, intellectual freedom, a focus on users, and an emphasis on collections.
- A system of measurement can use the strengths of social media that do align with library values to understand how to reach its audiences. In libraries, we are competing for people’s attention and working with invisible or hidden audiences, which social media can help us reach.
- Libraries can be reluctant to take enter the Social Web for a number of reasons. First, Measurement discussions are mostly based in for-profit oriented publications, so coming up with a plan can be daunting without familiar guidelines. Further, Money and resources are usually scarce in libraries especially for new or experimental initiatives.
- Often, because of the open platforms in social media, messaging cannot always be controlled and its scary to know others might be able to influence the conversation, and of course creating a new channel for communication means being expected to communicate more and often in a more personal way in SM.
- Now I’ll break down SM measuementinto major types. The first is often called Reach or Visibility and is as simple as your keeping track of your library’s appearance in google searches. This is an example where I searched my own name and we can see where I’m showing up first.
- The next type tries to determine affective immpresionsas reported on the web. This is called Sentiment Analysis. Much like the 6th grade love note, it seeks to answer the simple question, do you like me?
- The next type, Return on investment is what everyone want to measure the most, but of course returns are not always immediately or directly measurable in dollars, you might also measure reputation or opportunity creation as a return, so this can be much more difficult than a simple numeric calculation.
- Many orgs also use social media to find new hires, not just to sell their product, service, or message. That has to be measured like anything else. And I would argue this is a very appropriate realm for libraries to focus their efforts.
- Social media allows for another kind of measurement that might have previously been done in focus groups or customer surveys: Listening can now be done not just as a sentiment analysis tool, but to get new ideas from people who have an opinion
- As far as tools go for deploying these various measurement types, there are numerous free ones. Google offers google alerts and google analytics, but there are many more. These are usually the best option for smaller or low budget organizations, but they also come with drawbacks like inconsistent methodologies, or simply short life spans.
- If your organization absolutely depends on a social media presence or campaign, paid tools might be better for getting more robust metrics, value added analyses, and stability in management, but they are usually pretty expensive.
- Libraries are using social media more, but there are still challenges to overcome. Areas for future development and study include creating more relevant guides and resources for the library sector.
- Also, there is still quite a lot of sorting out to do where copyright , ownership and licensing are concerned. By becoming involved in social media, libraries will be faced with lots of stalling in this area as the law catches up with new structures.
- Finally, the transition from the one-to-many communication model to the many-to-many communication model presents a learning opportunity for libraries and their patrons alike. Lessons will certainly be doled out as everyone adjusts to this new environment of communication.
- My bottom line message is that social media must be done. And unless you have endless buckets of money, patience, and don’t care about actual effect, it should be measured. Pick the appropriate tool for your values and goals and just do it.