Alex Espinós, La Magnética, Spain
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: 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