Social Media Analytics WorkshopWorkshop
Alex Espinós, La Magnética, Spain
After our conference presentations in Chicago, Baltimore and Florence, many people have shown a great interest on Social Media Analytics, and have shared with us their need of going beyond general data (followers/fans, engagement indicators, mentions and Retweets at Twitter, etc.).
These are the reasons that have led us to suggest a non-technical hands-on Social Media Analytics Workshop. In this second edition of the workshop offered at MW2015 includes some improvements and new materials.
Workshop attendees will receive a dataset of their Museum’s Twitter connections during the last few weeks. Each attendee will analyze his own dataset during the Workshop (you will need to bring your own laptop).
Museum’s goals in Social Media
Facebook Analytics: making sense of Facebook stats.
A non-technical introduction to Social Network Analysis and its core concepts for museum’s analysis: graph, centrality, influence, communities, clustering. We will focus more on the underlying user behavior than on the math behind them.
Community’s growth and spread of information.
How to use these concepts to define better Twitter strategies and assess the results of our actions.
Twitter analytics tools, including only free and inexpensive tools.
An introduction to Gephi, an open source graph software. Drawing a first graph with data from your Museum’s Twitter environment. A dataset from its own museum will be provided to each attendee.
Free Internet resources.
Twitter and Facebook Ads. Using SNA concepts to define better targeted campaigns.
After the workshop, attendees will have
A basic understanding of Social Network Analysis, and the structure and dynamics of Social networks. These include an actionable understanding of the mechanisms underlying followers’ growth and information spread.
The skills to run basic Twitter analysis with SNA techniques
The skills to analyze and improve their Facebook and Twitter performance
Barabasi, Albert-laszlo (2013-16) Network Science. Ongoing project: http://barabasi.com/networksciencebook/ Center for Complex Network Research Northern University. The printed version of the book will be published by Cambridge University Press in 2015 or 2016.
Barabasi, Albert-laszlo (2014). Linked: How Everything Is Connected to Everything Else and What It Means for Business, Science, and Everyday Life Basic Books 2014
Easley, David; Kleinberg, Jon (2010). Networks, Crowds, and Markets: Reasoning About a Highly Connected World Cambridge University Press
Espinós, Alex (2014). Do Museums Worldwide form a true community on Twitter? Some insights on the Museum Twitter ecosystem through Social Network Analysis and Network Science. Museums and the Web 2014
Espinós, Alex (2015). Museums on Twitter: Three case studies of the relationship between a museum and its environment. Victoria & Albert, Palazzo Madama, CCCB. Museums and the Web 2015
Golbeck, Jennifer (2013). Analyzing the Social Web. Morgan Kaufmann / Elsevier
Granovetter, Mark (1973). The Strength of Weak Ties. The American Journal of Sociology 78 (6): 1360–1380
Granovetter, Mark (1983). The strength of weak ties: A Network Theory revisited. Sociological Theory Vol 1 pp 201-233
N. Gulbahce, S. Lehmann (2008)The art of community detection BioEssays 30:10, 934-938 (2008)
Jeong, H., Neda, Z., Barabasi, A.L. (2003) Measuring preferential attachment in evolving networks Europhysics Letter, 61 (4), pp. 567–572 (2003)
Newman, Mark (2010). Networks: An introduction. Oxford University Press
J.-P. Onnela, J. Saramäki, J. Hyvönen, G. Szabó, M A. de Menezes, K. Kaski, A.-L. Barabási, J. Kertész (2007). Analysis of a large-scale weighted network of one-to-one human communication
New Journal of Physics 9, 1-27 (2007)