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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
Social media metrics as a continuum
Awareness
Consideration
Decision/Commitment
Adoption/loyalty
Advocacy
Advocacy without evidence isn’t enough
Image courtesy of the Cecil County Public Library – online at http://www.cecil.ebranch.info/
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
Numerical analysis is critical to effective advocacy
Courtesy of Ben Shabad – online at http://davidmlane.com/ben/cartoons.html
Does the metric help you make decisions?
Visualization is critical
New Zealand Singapore Lithuania Venezuela Costa Rica0
2
4
6
8
10
12
1413.6
6.16.9
0.750.12
98.3
3
0.46 0.2
Loans per visit per capita
Loans Visits
What do we typically want to know?
Track growth
Content performance
Discover influencers
Analysis of trends
Progress toward goals
Understanding growth (and decline) – the trend line
1 2 3 4 5 6 7 8 9 10 11 120
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
15 65 156356 482 656 820
605 512 640 732 611
106
632864 1,032
1,664
2,320
3,664
6,641
7,3207,664
8,320
6,642
3 Year Trend Report - Tweets vs. Views
Series1 Series2
How are things related: scatterplots
1 3 5 7 9 110
100
200
300
400
500
600
700
800
Scatter plot - tweets compared to likes and retweetsSeries1 Series3 Series5
Nor
mal
ized
Valu
e
Period
Understanding reach and sentiment - mapping
DM sentiment analysis
Positive
Neutral
Negative
