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					Twitter:                    http://www.ukoln.ac.uk/web-focus/events/workshops/eim-2011-07/
#ukolneim
     Metrics and Social Web Services:
 Quantitative Evidence for their Use & Impact
     Surveying Our Landscape From
             Top To Bottom
            Brian Kelly                      Acceptable Use Policy
            UKOLN                            Recording this talk, taking photos,
                                             discussing the talk using Twitter,
            University of Bath
                                             blogs, etc. is permitted but please try
            Bath, UK                         to minimise distractions to others.
            Blog:                                                             Twitter:
            http://ukwebfocus.wordpress.com/                                  @briankelly
                                                                              @ukwebfocus
            UKOLN is supported by:
                                            This work is licensed under a Attribution-NonCommercial-
                                            ShareAlike 2.0 licence (but note caveat)
                                                                           Idea from Cameron Neylon

You are free to:                                                                                       Off the record
                                                                                                       questions and
                                                                                                       comments
                                                  copy, share, adapt or re-mix;                        should be
                                                                                                       flagged

                                                  photograph, film or broadcast;



                                                  blog, live-blog or post video of                     Evidence &
                                                                                                       comments


this presentation provided that:
              You attribute the work to its author and respect the rights
              and licences associated with its components.
    Slide Concept by Cameron Neylon, who has waived all copyright and related or neighbouring rights. This slide only CCZero.
    Social Media Icons adapted with permission from originals by Christopher Ross. Original images are available under GPL at:
2
2   http://www.thisismyurl.com/free-downloads/15-free-speech-bubble-icons-for-popular-websites
    Services being considered:
    Twitter, Facebook,
    YouTube, iTunes,
    Technorati, Wikio &
    Slideshare




3
    Twitter: Personal Trends
                              I thought I used Twitter
                              regularly ever since signing
                              up in March 2007.
                              Evidence from Tweetstats:
                               • Significant use began in
                                  Jan 2008 (100+ tweets)
                               • No use in Mar-Jun 2008
    Reality:
     • Significant use began in Apr 2008 at MW 2008 conf
     • Needed community in order to gain benefits
    Implications:
     • Our memories may be incorrect
     • Data may be wrong (due to Twitter downtime??)
4
    Institutional Use of Twitter
    Questions:
      • What can commercial social media
        analytics services tell us about institutional
        Use of Twitter?
      • What can we learn from the approaches
        the services take?
      • What are their strengths and
        weaknesses?
      • Can we / should we develop alternatives?



5
    Social Media Analytic Summaries
    Social media analytic summaries for Russell
    Group Universities




                                   Outliers may be interesting




6
    Peerindex Comparisons (1)
                                            Peerindex’s ‘topic
                                            fingerprint’ for
                                            Oxford / Cambridge:
                                              • Similar profiles
                                              • Oxford covers
                                                news, politics &
                                                history
                                              • Cambridge
                                                covers
                                                technologies
    Peerindex and Klout group comparisons
    for Russell Group Unis available
    (data used in this talk is available freely for reuse under
7   CC0 licence)
            Peerindex Comparisons (2)
                                       Peerindex’s ‘topic fingerprint’
                                       for:
                                         @psychemedia (blue blob)
                                         & @mweller (grey outline)




    Example used of four established          Do such comparisons
    bloggers / Twitterers                     tell us anything useful?
8
          Peerindex For Participants
                                                  Peerindex table of
                                                  rankings for attendees.
                                                  Is this:
                                                    • A self-fulfilling echo-
                                                      chamber / a clique?
                                                    • Easily gamed (e.g.
                                                      by signing up to
                                                      service)?
 Scenario 1: Research funding determined by flawed metrics but Unis still
 headhunt researchers with valuable RAE scores
 Scenario 2: Social Media metrics flawed but Unis headhunt marketing /
 outreach people with valuable scores
 Scenario 3: “IMAGINE a world in which we are assigned a number that
 indicates how influential we are. This number would help determine whether
9you receive a job …It’s not science fiction. It’s happening to millions”
     Slideshare: Personal Use
            Steve Wheeler tweet on Aug 2010:
                Ironically there were 15 people in my
                audience for this Web 3.0 slideshow
                but >12,000 people have since
                viewed it http://bit.ly/cPfjjP
            In Dec 2010 blog post reported:
              • ~16K views &1.5K embedded views
            Blog post suggested:
              • Value of embeddable resources
                (Slideshare sets OERs free)
              • Ways of comparing value of
                experiences of 15 local audience &
                22.8K (now) remote viewers

10
         Slideshare at Events (1 of 2)
                                              IWMW events used
                                              Slideshare since
                                              2006.
                                              Statistics show:
                                               • Overall nos of
                                                 views (<1,000
                                                 live audience)
                                              and suggest:
   But does decline since 2008 peak indicate: • Potential for
    • Slideshare is past it (use Slideboom,      amplification of
       …)?                                       parallel sessions
    • Viewing slides is passe                  • Potential value
    • Benefits of longstanding availability?     of aggregation of
11
                                                 slides
           Slideshare at Events (2 of 2)
                                                  Statistics of most
                                                  popular slides
                                                  suggest:
                                                   • Popularity of
                                                     non-HE
                                                     speakers’ slides
                                                   • Popularity of
                                                     slides not in
                                                     corporate house
                                                     style

     This has some positive correlation with
     experiences of local audience
     Could this inform selection of speakers in
12   future?
     Slideshare: Lessons
     Lessons:
        • Benefits of providing embeddable resources to
           enhance access
        • Informing policy: encouraging workshop facilitators
           to upload their slides
        • Challenging orthodoxy: value of house style
        • Apparent decline in numbers may reflect longevity
           of availability of resources
     Implications:
        • What can the evidence and reflections tell us
           about teaching and learning repositories?

     Slideshare Premium account provides richer statistics (trend
     analysis?) indicates value of business intelligence for $19/month.
13
     Metrics For Personal Blogs
                                               Technorati gives
                                               authority & ranking for
                                               1.2 M blogs
               Metadata for use in
               comparison with similar blogs   Authority measures
                                               blog's standing &
                                               influence on scale of 0-
                                               1000 (high good).
        Or blogs.ouseful.info                  Ranking given for
                                               Technorati Authority of
        Top 3% of all blogs                    all sites (low good)
        Top 13% of technology blogs
        Or top 0.2% of all blogs
                                               Rank of 3,045 means
        Top 1.3% of technology blogs           top 0.2% of all blogs.
                                               Technology rank of 376
                                               (of 30,133) means top
                                               1.2%
14
     Metrics For Personal Blogs
                                              For blogs with a
                                              “JISC” keyword:
                                              MASHe:
                                                Top 0.8%
                                                Top 2% technology
                                              JISC AM Team:
                                                Top 6%
                                              May be value in:
                                               • Comparisons
                                                 (learning)
                                               • Aggregation
                              Why the drop?
                                                 (value of HE)
     Note usefulness of keywords              But …
15
             MASHe also ranked highly but not listed as
     Wikio   Technology blog (so 4 of top 100 blogs here!)


                        Wikio also provides metrics
                        for (registered) blogs
                        List of top technology blogs
                        shown
                        Together with display of
                        trends for ranking, nos. of
                        posts, links and backlinks,
                                         OUseful had peak at
                                         #18 in Nov 2008




                               What happened from
                               Jun-Sep 2010?
16
     Discussion
     Criticisms: Flawed Approaches
         • Blogs have variety of purposes so inappropriate
            to reduce to 1 dimension
     Response:
         • A degree can be seen as I/2.1/2.2 or 3
         • Some blogs have similar purpose and can be
            compared
     Criticisms: Technical
         • Results can be volatile & may be skewed by blog
            technologies; migration of blogs; …
     Response:
         • Could improve
         • Not significantly different from University rating?
17
     Facebook Trends in UK HE
     Development since 2007:
     • Blog post in 2007 reported 7 UK Unis on Facebook:
       Aston, Cardiff, Kent and the University of Central
       Lancashire (UCLan)
     • Jun 2008 survey reported on 8 most popular UK HE
       pages: OU top with 7,539 fans
     • Aug 2010 survey showed
       growth over 2 years (OU 380%;
       Cardiff 13,000% and others
       from 400-700%)

       Result of decision to be pro-
       active in Fb marketing? If so,
       did it provide an ROI?
18
            Facebook
                                                    Survey of Russell
                                                    Group Unis Fb use:
                                                     • Branded Fb URL: 7
                                                     • Fb page: 7
                                                     • Fb group: 1
                                                     • No easily found Fb
                                                       presence: 5
                                                     • Neglected or unofficial Fb
                                                       presence: 1
                                                     • Range of ‘likes’: 2,047 –
                                                       137,395
                                                    Recent report on ‘ROI of
                                                    Fb advertising’ suggested
                                                    “1 Facebook fan = 20
                                                    additional visits to your
                                                    website”
     How would we know if Cardiff‘s 20,035 Likes have provided an ROI?
19
     YouTube Edu
                                     Survey of YouTube
                                     Edu accounts:
                                     • 1M+ views at
                                       Coventry Uni
                                     • Lack of comments




        Example of stats available
20
        iTunes Edu


                                     Numeric data not readily
                                     obtained from iTunes Edu
                                     Is this:
                                      • To be welcomed as an
                                        escape from bean-
                                        counting?
                                      • Of concern since
                                        gathering qualitative
                                        evidence can be costly?
 Blog post analysed how services marketed: “lots of content”;
 “free content”; “available on iPods”; …
21
     Conclusions
     To conclude quantitative evidence:
        • Can inform policy decisions
        • Can influence individual decision-making
     The data:
        • Needs to be gathered!
        • May be flawed and should be questioned
     The data analysis:
        • May inform (and surprise)
        • May be flawed
     But:
        • Links with value & financial ROI not yet
          established
22
     Questions
     Any questions or comments?




23

				
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