#MW2015 Workshop: Social Media Analytics

MW2015 Workshop:  Social Media Analytics | April 8th, 9.00am – 12.00pm
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.

Bibliography:
Barabasi, Albert-laszlo Network Science. Ongoing project: http://barabasilab.neu.edu/networksciencebook/ Center for Complex Network Research Northern University 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 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

Register here for the Museums and the Web 2015  Conference and for the workshop Social Media Analytics

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About lamagnetica

Alex Espinós founded LaMagnética in 2009, a Barcelona-based online consulting agency that works mainly for museums and tourism. We focus on Digital Strategy, Social Network Analysis, website Analytics and Competitive Intelligence. Alex studied Philosophy and Mathematics at the University of Barcelona, where he completed the doctoral courses in Logic and Philosophy of Language. During four years he worked as a researcher and assistant professor at the University of Barcelona. He also teaches in several postgraduate programs. He has led digital projects for the Gala-Salvador Dalí Foundation, the Baltimore Museum of Art, La Caixa Foundation, Barcelona’s Centre for Contemporary Culture (CCCB), Barcelona’s Maritime Museum (MMB), the National Art Museum of Catalonia (MNAC) and the Museum of Contemporary Art of Barcelona (MACBA), among others. The research we have presented at Museums and the Web from 2014 to 2016 is part of our interdisciplinary research to apply advanced mathematical and data science techniques to understand people’s behavior on Social Networks, and to translate this knowledge in order to design more effective data-oriented online strategies. Previous to that we applied a similar line of research to SEO, the major traffic source in most museums.

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