Social Media Analytics Workshop

Alex Espinós, La Magnética, Spain

After our Social Network Analysis presentation at Museums and the Web last year, many museum professionals have shown interest in knowing about this approach for analyzing Social media and define better strategies.

We are offering a non-technical Social Network Analysis Workshop as an introduction.

Topics (there may be some changes depending on the length of the workshop):

- Museum’s goals in Social Media
- Setting KPI
- Facebook Analytics: making sense of Facebook stats. Setting a dashboard.
- 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 and sociological research than on the math behind them.
- 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.
- Free resources on the net and suggested readings. Also technical readings for those who are not afraid of maths.
- 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.
- The skills to analyze their Facebook performance
- The skills to run basic Twitter analysis with SNA techniques
- The skills to analyze and improve their Twitter performance using affordable tools.

Workshop attendees will receive a dossier with useful information, in order to put into practice what they have learnt at the workshop once they have returned to their museums.

Barabasi, Albert-laszlo Network Science. Ongoing project: Center for Complex Network Research Northern University

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Easley, David; Kleinberg, Jon (2010). Networks, Crowds, and Markets: Reasoning About a Highly Connected World Cambridge University Press

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

Newman, Mark (2010). Networks: An introduction. Oxford University Press

Tsvetovat, Maksim & Kouznetsov, Alexander Social Network Analysis for Startups O’Reilly 2012