Social Media Symposium

1. Evaluating Social Media
Metrics
Social Media and Public Libraries:
A New Agenda for Promoting Library Value and Impact Symposium
Monday, October 3, 2016
H. Frank Cervone, Ph.D.
University of Illinois at Chicago
San Jose State University

2. Social media metrics as a
continuum
Awareness
Consideration
Decision/Commitment
Adoption/loyalty
Advocacy

3. Advocacy without evidence isn’t
enough

4. Image courtesy of the Cecil County Public Library – online at http://www.cecil.ebranch.info/

5. What should our social media
metrics do?
Help us
understand what
is happening
Find out what
people want/care
about
Position us to
address those
concerns

6. Numerical analysis is critical to
effective advocacy
Courtesy of Ben Shabad – online at http://davidmlane.com/ben/cartoons.html

7. Does the metric help you make
decisions?

8. Visualization is critical
13.6
6.1
6.9
0.75 0.12
9
8.3
3
0.46 0.2
0
2
4
6
8
10
12
14
New Zealand Singapore Lithuania Venezuela Costa Rica
Loans per visit per capita
Loans Visits

9. What do we typically want to
know?
Track growth
Content performance
Discover influencers
Analysis of trends
Progress toward goals

10. Understanding growth (and
decline) – the trend line
15 65 156
356 482
656
820
605 512 640 732 611
106
632
864
1,032
1,664
2,320
3,664
6,641
7,320
7,664
8,320
6,642
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
1 2 3 4 5 6 7 8 9 10 11 12
3 Year Trend Report - Tweets vs. Views
Series1 Series2

11. How are things related:
scatterplots
0
100
200
300
400
500
600
700
800
1 3 5 7 9 11
SCATTER PLOT - TWEETS COMPARED TO LIKES AND RETWEETS
Series1 Series2 Series3
Normalized
Value
Period

12. Understanding reach and
sentiment - mapping
DM sentiment analysis
Positive
Neutral
Negative

13. Wrap up and questions
H. Frank Cervone, Ph.D.
fcervone@uic.edu