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Evaluating Social Media
Metrics
Social Media and Public Libraries:
A New Agenda for Promoting Library Value and Impact Sym...
Social media metrics as a
continuum
Awareness
Consideration
Decision/Commitment
Adoption/loyalty
Advocacy
Advocacy without evidence isn’t
enough
Image courtesy of the Cecil County Public Library – online at http://www.cecil.ebranch.info/
What should our social media
metrics do?
Help us
understand what
is happening
Find out what
people want/care
about
Positio...
Numerical analysis is critical to
effective advocacy
Courtesy of Ben Shabad – online at http://davidmlane.com/ben/cartoons...
Does the metric help you make
decisions?
Visualization is critical
13.6
6.1
6.9
0.75 0.12
9
8.3
3
0.46 0.2
0
2
4
6
8
10
12
14
New Zealand Singapore Lithuania Venez...
What do we typically want to
know?
Track growth
Content performance
Discover influencers
Analysis of trends
Progress towar...
Understanding growth (and
decline) – the trend line
15 65 156
356 482
656
820
605 512 640 732 611
106
632
864
1,032
1,664
...
How are things related:
scatterplots
0
100
200
300
400
500
600
700
800
1 3 5 7 9 11
SCATTER PLOT - TWEETS COMPARED TO LIKE...
Understanding reach and
sentiment - mapping
DM sentiment analysis
Positive
Neutral
Negative
Wrap up and questions
H. Frank Cervone, Ph.D.
fcervone@uic.edu
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Evaluating social media metrics

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Social Media Symposium

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Evaluating social media metrics

  1. 1. Evaluating Social Media Metrics Social Media and Public Libraries: A New Agenda for Promoting Library Value and Impact Symposium Monday, October 3, 2016 H. Frank Cervone, Ph.D. University of Illinois at Chicago San Jose State University
  2. 2. Social media metrics as a continuum Awareness Consideration Decision/Commitment Adoption/loyalty Advocacy
  3. 3. Advocacy without evidence isn’t enough
  4. 4. Image courtesy of the Cecil County Public Library – online at http://www.cecil.ebranch.info/
  5. 5. What should our social media metrics do? Help us understand what is happening Find out what people want/care about Position us to address those concerns
  6. 6. Numerical analysis is critical to effective advocacy Courtesy of Ben Shabad – online at http://davidmlane.com/ben/cartoons.html
  7. 7. Does the metric help you make decisions?
  8. 8. Visualization is critical 13.6 6.1 6.9 0.75 0.12 9 8.3 3 0.46 0.2 0 2 4 6 8 10 12 14 New Zealand Singapore Lithuania Venezuela Costa Rica Loans per visit per capita Loans Visits
  9. 9. What do we typically want to know? Track growth Content performance Discover influencers Analysis of trends Progress toward goals
  10. 10. Understanding growth (and decline) – the trend line 15 65 156 356 482 656 820 605 512 640 732 611 106 632 864 1,032 1,664 2,320 3,664 6,641 7,320 7,664 8,320 6,642 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 1 2 3 4 5 6 7 8 9 10 11 12 3 Year Trend Report - Tweets vs. Views Series1 Series2
  11. 11. How are things related: scatterplots 0 100 200 300 400 500 600 700 800 1 3 5 7 9 11 SCATTER PLOT - TWEETS COMPARED TO LIKES AND RETWEETS Series1 Series2 Series3 Normalized Value Period
  12. 12. Understanding reach and sentiment - mapping DM sentiment analysis Positive Neutral Negative
  13. 13. Wrap up and questions H. Frank Cervone, Ph.D. fcervone@uic.edu

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