Social Media Analytics Workshop

Workshop
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).

Topics:
 Museum’s goals in Social Media
 Setting KPI
 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

Bibliography:
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)