Social Media Analytics 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).

 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

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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
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