Social Media Metrics

Resumen: El objetivo de este estudio es la revisión de una parte significativa de la literatura existente sobre indicadores en la web social, en el contexto del social media marketing, y la propuesta de una serie de indicadores para la Biblioteca social, que ayude a las unidades de información a evaluar el uso e impacto de los servicios que ofrecen a través de las herramientas de la web social o web 2.0, con el objetivo de poder obtener los costes y retorno de inversión (ROI) de dichos servicios. Aunque la evaluación es una tarea con larga tradición bibliotecaria, en este artículo nos planteamos valorar el ROI, como justificación necesaria ante las organizaciones que sustentan dichas unidades de información, demostrando el valor añadido que ofrecen los servicios de la web social. Palabras clave: Indicadores de calidad; KPI (Indicadores clave de desempeño); marketing en medios sociales; biblioteca 2.0; ROI.

This paper takes tools of self-valuation in social media as an empirical focus. By way of a case-study of Klout, an influential measure of influence, we suggest that the forms of reactivity and self-fulfilling prophecy that have been identified as a problem with some forms of measurement are actually an intentional effect of such tools: that is, the measurements that such tools produce are not designed to capture a separate reality, but are deliberately employed to modify the activity that they themselves invite. In other words, they expect and exploit reactivity. We suggest that such media are indicative of the rise in what might be called participative metrics of value. We further suggest that the capacity to evaluate and modify the self that Klout affords is intricately tied up with the agency and (self-)valuation of Klout as a tool itself. An intermediate layer of the argument is that this tying up is achieved through the production of numbers as specific kinds of ‘enumerated entities’. We use this term to draw attention to the ways in which numbers are never simply abstractions, but always have specific material-semiotic properties. In this case, we show that these properties are tied to the use of media-specific operations, and that these properties, including those of inclusion and belonging, inform how Klout participates in particular kinds of ordering and valuation. We thus explore the interlinked movement of numbers, media, and value in social media as a kind of dynamic assemblage.

Changes in consumer behavior require firms to rethink their marketing strategies in the digital domain. Currently, a significant portion of the associated research is focused more on the customer than on the firm. To redress this shortcoming, this study adopts the perspective of the firm to facilitate an understanding of digital marketing and social media usage as well as its benefits and inhibitors. The second generation of Internet-based applications enhances marketing efforts by allowing firms to implement innovative forms of communication and co-create content with their customers. Based on a survey of marketing managers, this article shows that firms face internal and external pressures to adopt a digital presence in social media platforms. Firms’ digital marketing engagement can be categorized according to perceived benefits and digital marketing usage. To improve digital marketing engagement, marketers must focus on relationship-based interactions with their customers. This a...

This article focuses on the role of circulated affect in crowdfunded funeral campaigns, which have attracted little scholarly attention so far. This study is based on content analysis of online campaigns (N = 50) and qualitative interviews (N = 10) with campaign supporters and initiators. Its aim is to connect crowdfunded funeral campaigns to the larger digital-sharing economy. The findings of the study suggest that in order to gather sufficient funds to cover funeral costs, individuals share emotionally evocative narratives and images with their social networks and an imagined Internet audience with the expectation of attracting compassion. The study shows that political movements, media coverage, and sharing on social media platforms are integral to the success of campaigns for socially marginal individuals. The article contributes to the growing study of crowdwork and finds persistent structural inequalities in crowdfunding campaigns, thereby contesting the ethos of the digital commons.

Social media platforms have been characterised by their programma-bility, affordances, constraints and stakeholders – the question of value and valuation of platforms, their data and features has, however, received less attention in platform studies. This paper explores the specific socio-technical conditions for valuating platform data and suggests that platforms set up their data to become multivalent, that is to be valuable alongside multiple, possibly conflicting value regimes. Drawing on both platform and valuation studies, it asks how the production , storing and circulation of data, its connection to user action and the various stakeholders of platforms contribute to its valuation. Platform data, the paper suggests, is the outcome of capture systems which allow to collapse action and its capture into pre-structured data forms which remain open to divergent interpretations. Platforms offer such grammars of action both to users and other stakeholders in front-and back-ends, inviting them to produce and engage with its data following heterogeneous orders of worth. Platform data can participate in different valuation regimes at the same time – however, the paper concludes, not all actors can participate in all modes of valuation, as in the end, it is the platform that sets the conditions for participation. The paper offers a conceptual perspective to interrogate what data counts by attending to questions of quantification, its entangle-ment with valuation and the various technologies and stakeholders involved. It finishes with an empirical experiment to map the various ways in which Instagram data is made to count.

Discorre sobre o marketing científico digital para aumento do alcance e impacto de periódicos e as métricas de mídias sociais como forma de avaliação desse tipo de marketing. Analisa a presença e a performance de 67 periódicos brasileiros no Facebook e descreve seus indicadores-chave de desempenho no uso do software de monitoramento e análise de mídias sociais, Fanpage Karma. A visibilidade total atingida verificada foi 82.123 fãs, dando uma média de 1.226 seguidores. A influência, considerada pela taxa de crescimento do número de seguidores indicou média apenas 0,44%. Embora tenha sido identificado uma média de 271,7 interações por revista, o índice de engajamento não foi positivo para 67,1% dos periódicos. Quanto à reputação, indicador-chave de desempenho de performance das páginas, a maioria delas as revistas não atingiu 50% do potenciale precisa ser aprimorado. Considera-se que mídias sociais como o Facebook auxiliam na atuação relacional e podem promover o aumento da exposição ...

Discorre sobre o marketing científico digital para aumento do alcance e impacto de periódicos e as métricas de mídias sociais como forma de avaliação desse tipo de marketing. Analisa a presença e a performance de 67 periódicos brasileiros no Facebook e descreve seus indicadores-chave de desempenho no uso do software de monitoramento e análise de mídias sociais, Fanpage Karma. A visibilidade total atingida verificada foi de 82.123 fãs, dando uma média de 1.226 seguidores. A influência, considerada pela taxa de crescimento do número de seguidores indicou média de apenas 0,44%. Embora tenha sido identificado uma média de 271,7 interações por revista, o índice de engajamento não foi positivo para 67,1% dos periódicos. Quanto à reputação, indicador-chave de desempenho de performance das páginas, a maioria delas as revistas não atingiu 50% do potencial e precisa ser aprimorado. Considera-se que mídias sociais como o Facebook auxiliam na atuação relacional e podem promover o aumento da exposição das revistas de forma mais interativa e mais engajada.

Apresentação da disciplina Métricas de Informação e Conhecimento na Web ofertada na linha Arquitetura & Organização do Conhecimento (AOC) do Programa de Pós-Graduação em Gestão & Organização do Conhecimento (PPG-GOC) da Universidade Federal de Minas Gerais (UFMG).

تُعدُّ الألتمتريقا أحد قياسات التأثير التي ظهرت مؤخرًا؛ لقياس كافَّة مصادر المعلومات دون تحيُّزٍ أو استثناءٍ، وتعتمد تلك القياسات اعتمادًا كليًّا على بيئة الويب 2.0، في تتبع مشاركات وتعليقات ومناقشات الجمهور حول المنتجات البحثية بالوسائط الاجتماعية، حيث إنَّها لا تعتمدُ فقط على الاستشهادات المرجعية كالقياسات التقليدية بل تُعتبر أحد العوامل ضمن مجموعةٍ متنوعةٍ من القياسات الأخرى. ومنذُ بدء الحديث عن تلك القياسات ظهر معها عددٌ من الخدمات والأدوات التي ما زالت تتطور يومًا بعد يومٍ، وكأيِّ قياسٍ جديدٍ يكون له مؤيدوه ومناهضون بسبب القيود والمشكلات والتلاعبات التي تواجه تطبيق تلك القياسات. ولهذا استهدفت هذه الدراسة مفهوم تلك القياسات والقيم وراء تطبيقها وكذلك المساوئ المتوقعة من وراء استخدامها، فضلًا عن أساليب التلاعب المتبعة من قبل الباحثين والناشرين وسبل مواجهتها، وقد اعتمد الباحث على منهج البحث الوثائقي؛ للكشف عن ظاهرة الألتمتريقا، ومن ثمَّ تفسير المفاهيم حول موضوع الألتمتريقا، ووصفها وصفًا دقيقًا. وتوصلت نتائج الدراسة إلى أنَّ الألتمتريقا تعتبر من القياسات الجديدة كفرعٍ من السيانتومتريقا المنبثقة من الإنفورمتريقا؛ وترتكز بشكلٍ أساسيٍّ على التقاط وتجميع وتحليل بيانات تأثير المنتجات البحثية على بيئة الويب. ومن هنا تُوصي هذه الدراسة بضرورة تضافر الجهود من قبل المؤسسات الأكاديمية والبحثية بنشر الوعي باستخدام وتطبيق الألتمتريقا داخل المجتمع الأكاديمي، وكذلك قيام الباحثين بنشر ومشاركة بحوثهم بمِنَصَّاتِ الوسائط الاجتماعية.

Abstract. Studies and current researches in online digital media and communication science are related to Web 2.0 at least from two perspectives: either to better understand this medium as research object, or to collect data on different topics. Social media can be a tremendous data source and topics for researchers. At the same time, these data are found in multimedia formats on different platforms, are updated continuously, and could be posted by professionals or users. This situation requires different solutions for data analysis. The objective of this paper is to show what metrics, measurements, methods and tools are used for by researchers to study and analyze online digital media, in their work with academic purposes. The concern of this paper is to show which research methods are used for social and digital media analysis and which data, metrics and measures are considered as basis of the analysis. Case studies in this paper refer to scientific articles dealing with social me...

The Open Access (OA) is a means by which all users are accessible to the peer-reviewed scholarly articles. This has been established since early 1990’s and has become a major source of journals and articles in this century. As it is a successful method that increases impact, it goes without saying that wide and different target groups are accessible to it which is a very positive outcome. But, it is also a challenge to quantify such vast and different types of usage or impact. This study attempts to extract the efficiency of Open source in quantifying the level of impact created by the OA. This was accomplished by 2 objectives namely: by investigating the effects of NPG’s new initiative towards Open Access to provide read only access to research articles on Open Source altmetric providers. And to identify the non-academic intellectual impact created by OA journal articles in the society beyond academia using altmetrics, the open metrics. The study showed that the NPG’s new initiative called the beggar link had no significant effect on the impact of Open Access and that the Open source does quantify the impact of OA journals. The evaluation of the data present on OA when analysed showed that the OA had higher impact on most of the altmetric platforms when compared to Non-OA articles.

El objetivo de este estudio es la revisión de una parte significativa de la literatura existente sobre indicadores
en la web social, en el contexto del social media marketing, y la propuesta de una serie de indicadores para la Biblioteca social, que ayude a las unidades de información a evaluar el uso e impacto de los servicios que ofrecen a través de las herramientas de la web social o web 2.0, con el objetivo de poder obtener los costes y retorno de inversión (ROI) de dichos servicios. Aunque la evaluación es una tarea con larga tradición bibliotecaria, en este artículo nos planteamos valorar el ROI, como justificación necesaria ante las organizaciones que sustentan dichas unidades de información, demostrando el valor añadido que ofrecen los servicios de la web social.

Discorre sobre o marketing científico digital para aumento do alcance e impacto de periódicos e as métricas de mídias sociais como forma de avaliação desse tipo de marketing. Analisa a presença e a performance de 67 periódicos brasileiros no Facebook e descreve seus indicadores-chave de desempenho no uso do software de monitoramento e análise de mídias sociais, Fanpage Karma. A visibilidade total atingida verificada foi 82.123 fãs, dando uma média de 1.226 seguidores. A influência, considerada pela taxa de crescimento do número de seguidores indicou média apenas 0,44%. Embora tenha sido identificado uma média de 271,7 interações por revista, o índice de engajamento não foi positivo para 67,1% dos periódicos. Quanto à reputação, indicador-chave de desempenho de performance das páginas, a maioria delas as revistas não atingiu 50% do potenciale precisa ser aprimorado. Considera-se que mídias sociais como o Facebook auxiliam na atuação relacional e podem promover o aumento da exposição ...

La siguiente reseña tiene como objetivo analizar en profundidad la obra The Metric Society del sociólogo alemán Steffen Mau, poniendo en perspectiva los valores y reflexiones que se extraen de su concepto de la cuantificación de lo social.

The Researcher, Fall 2016, Vol. 29 No.1<br>"School Violence: The School Environment and Its Impact on Learning" by Brian E. Anderson, Trenia L. Allen, & Patrice R. Jenkins<br>"Tweeting for Votes: How Candidates Utilize Twitter as a Campaign Tool" by Allison Pingley<br>"Undergraduate Student Perceptions of Stemming Public Health Challenges: Are Historically Black Colleges and Universities the Answer?" by Jan Hill, Felix Okojie, Thomas J. Durant, Jennifer N. Simms<br>"Cultural Insiders' Narrative Writing: A Thematic Analysis" by Kalpana Mukunda Iyengar<br>"Mississippi Academy for Science Teaching (Project MAST) Capturing Teachers' Long-Term Change: A Follow-Up Study of Professional Development in Science: by Nisaa Kirtman & Mehri Fadavi<br>"Community Partnership Curricular Support through a Domestic Violence Forum" by Kristie J. Lipford, Shonda Lawrence, & Regina Lacking <br><br...

Resumen: El objetivo de este estudio es la revisión de una parte significativa de la literatura existente sobre indicadores en la web social, en el contexto del social media marketing, y la propuesta de una serie de indicadores para la Biblioteca social, que ayude a las unidades de información a evaluar el uso e impacto de los servicios que ofrecen a través de las herramientas de la web social o web 2.0, con el objetivo de poder obtener los costes y retorno de inversión (ROI) de dichos servicios. Aunque la evaluación es una tarea con larga tradición bibliotecaria, en este artículo nos planteamos valorar el ROI, como justificación necesaria ante las organizaciones que sustentan dichas unidades de información, demostrando el valor añadido que ofrecen los servicios de la web social. Palabras clave: Indicadores de calidad; KPI (Indicadores clave de desempeño); marketing en medios sociales; biblioteca 2.0; ROI.