Using Social Media for Audience Intelligence & Evaluation

Getting savvy about social media data.
with Dr. Eric Jensen, Benjamin K. Smith & Aaron Michael Jensen

Dana Research Centre and Library, 165 Queen's Gate, Kensington, London SW7 5HD, United Kingdom

About This Workshop

Social media offer a publicly available (often free) source of information you can use for insights about audience experiences. The potential of social media data for audience intelligence is widely recognized. But the methods of developing useful insights are often hidden from view. So how can you and your organisation take advantage of this resource hiding in plain sight? Attend this workshop to get up to speed about the practical steps to gaining useful (and accurate) results from social media.

This workshop presents innovative methods, tools and practical guidance to help you use this data in audience evaluation. In this practical workshop, you can expect the following:

  1. An introduction to important ‘health warnings’ (limits) about using social media data for evaluation and feedback.
  2. Methods and tools for gathering and analysing social media data.
  3. Discussion about Twitter, Google Reviews, TripAdvisor as sources of data for evaluating outcomes and quality of experience.

Benjamin K. Smith University of California Communication Researcher

Benjamin Smith is a researcher at the University of California-Santa Barbara's Department of Communication and Orfalea Center for Global & International Studies. He is an experienced social research expert, specialising in quantitative methods, marketing and market research. He has consulted as a statistics expert on numerous evaluations including the Manchester Science Festival in the UK.

His recent research has focused on quantitative research methodology in the context of big data and public attitudes measurement, including publications in journals such as Public Understanding of Science and Public Opinion Quarterly. His previous degrees are in communication and public relations. While broadly focused on public opinion and mass media, Benjamin's research has covered a wide variety of theoretical and contextual ground. His research has ranged from developing a synthesized model for predicting U.S. elections, based in part on Wikipedia page views, to a critical review of the UK's 2015 Public Attitudes to Science survey. In addition to his ongoing research related to science and political communication, Benjamin currently leads the Media Constructions of Terrorism project at the Orfalea Center, exploring the media's role in constructing public understandings of terrorism and extremism.

Latent Variable Modeling
Mixture Modeling
Network Analysis
Content Analysis
Survey & Experimental Design
Public Opinion
Forecasting

Aaron Michael Jensen Doctoral Researcher

Mr. Jensen (University of Strathclyde) specialises in research on organisational change and innovation, with an affinity for systems architecture & business analysis. He is undertaking a PhD in entrepreneurship psychology at the University of Strathclyde's Hunter Centre for Entrepreneurship, focused on how entrepreneurs overcome challenges inherent in the entrepreneurial and innovation process.

He has a multi-disciplinary professional and educational background, including experience across sectors in health care, retail, policy, and information technology, in roles for human resources, general management and operations consulting. He holds a masters degree in marketing from the University of Edinburgh Business School and a first degree in psychology from Washington State University (United States).

Organisational Change
Business Analysis
Systems Architecture
Business Operations

Dr. Eric Jensen Associate Professor

Dr. Eric Jensen (Associate Professor, Dept. of Sociology, University of Warwick) is a leading social scientist specializing in innovative methods of conducting impact evaluation research in informal learning and public engagement contexts.

Jensen is author of Doing Real Research: A Practical Guide to Social Research (SAGE). He has extensive experience designing and conducting quantitative and mixed methods evaluations at institutions including the National Gallery, London Zoo, Natural History Museum, Cheltenham Literature Festival, the British Museum, San Diego Zoo and Bronx Zoo. Dr. Jensen holds a PhD in Sociology from the University of Cambridge (UK). He teaches social research methods at the University of Warwick.
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Research Methods
Impact Evaluation
Survey Design
Qualitative Methods
Quantitative Methods

Participation notes

How To Reserve Your Place

14:30 - 17:30 (arrivals from 14:15)

Standard, including businesses info_outline £120
University Staff £96
Charities & unaffiliated individuals info_outline £78
Concessionary (student & unemployed) £48
Reserve Your Place Now
Register
Dr. Eric Jensen
Dr. Eric Jensen

Dr. Eric Jensen (Associate Professor, Dept. of Sociology, University of Warwick) is a leading social scientist specializing in innovative methods of conducting impact evaluation research in informal learning and public engagement contexts.

Benjamin K. Smith
Benjamin K. Smith

Benjamin Smith is a researcher at the University of California-Santa Barbara's Department of Communication and Orfalea Center for Global & International Studies. He is an experienced social research expert, specialising in quantitative methods, marketing and market research. He has consulted as a statistics expert on numerous evaluations including the Manchester Science Festival in the UK.

Aaron Michael Jensen
Aaron Michael Jensen

Mr. Jensen (University of Strathclyde) specialises in research on organisational change and innovation, with an affinity for systems architecture & business analysis. He is undertaking a PhD in entrepreneurship psychology at the University of Strathclyde's Hunter Centre for Entrepreneurship, focused on how entrepreneurs overcome challenges inherent in the entrepreneurial and innovation process.

Location

Dana Research Centre and Library, 165 Queen's Gate, Kensington, London SW7 5HD, United Kingdom


2017-09-14 14:30:00 2017-09-14 17:30:00 Europe/London Using Social Media for Audience Intelligence & Evaluation Social media offer a publicly available (often free) source of information you can use for insights about audience experiences. The potential of social media data for audience intelligence is widely recognized. But the methods of developing useful insights are often hidden from view. So how can you and your organisation take advantage of this resource hiding in plain sight? Attend this workshop to get up to speed about the practical steps to gaining useful (and accurate) results from social media. This workshop presents innovative methods, tools and practical guidance to help you use this data in audience evaluation. In this practical workshop, you can expect the following: An introduction to important ‘health warnings’ (limits) about using social media data for evaluation and feedback. Methods and tools for gathering and analysing social media data. Discussion about Twitter, Google Reviews, TripAdvisor as sources of data for evaluating outcomes and quality of experience. Dana Research Centre and Library, 165 Queen's Gate, Kensington, London SW7 5HD, United Kingdom Methods For Change [email protected]