Evaluating social media presence. A practical application of big data and analytics in information organizations
| Pages | 2-7 |
| Published date | 13 February 2017 |
| Date | 13 February 2017 |
| DOI | https://doi.org/10.1108/DLP-10-2016-0040 |
| Author | H. Frank Cervone |
| Subject Matter | Library & information science,Librarianship/library management,Library technology,Records management & preservation,Information repositories |
TOPICS IN DATA SCIENCE
AND INFORMATICS
Evaluating social media presence
A practical application of big data and
analytics in information organizations
H. Frank Cervone
School of Public Health, University of Illinois at Chicago,
Chicago, Illinois, USA
Abstract
Purpose –The purpose of this paper is to provide a practical example of how big data and analytics can help
answer questions related to a relevant problem many libraries and information organizations have: How to
evaluate the effectiveness of social media efforts?
Design/methodology/approach –Drawing upon a number of disciplines, including marketing,
consumer decision theory and evidence-based practice, the utility of big data and analytics is applied to a
practical application in libraries and information organizations: the evaluation of social media presence.
Findings –There are a multitude of techniques (social network analysis, statistical analysis, geographic
coding) that can be used as part of a project to evaluate the effectiveness of social media presence. Each
technique provides its own “lens” on the data. By combining techniques, powerful analyses can be performed.
Originality/value –Practical applications of big data and analytics to problems in libraries and information
organizationsare still being developed. This paper provides one perspective on how this emerging area of study can
help in understanding and improving the perception of products and services in information organizations.
Keywords Social media analytics, Social media presence,
Analytics in libraries and information organizations, Big data in libraries and information
organizations, Social media evaluation,
Social network analysis in libraries and information organizations
Paper type General review
Many libraries and information organizations engage in social media activities to engage
their public and prove their value to that public. A critical question for management in most
organizations is how effective those social media efforts are. While we may feel that it is
useful to our communities to tweet about the various activities and services in our
organization, it is important to know whether the correct message is being sent and received.
This is particularly complex because social media engagement is a continuum that starts
with simple awareness by our constituencies that hopefully evolves to active advocacy of
our organization. The ve stages of social media engagement are derived from consumer
decision theory (Court et al. 2009) which states the consumers move through the stages of:
(1) Awareness: I know your organization exists.
(2) Consideration: I will consider using your organization/service to meet my needs.
(3) Decision/commitment: I make a decision and commitment to use your products/
services for my immediate needs.
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/2059-5816.htm
DLP
33,1
2
DigitalLibrary Perspectives
Vol.33 No. 1, 2017
pp.2-7
©Emerald Publishing Limited
2059-5816
DOI 10.1108/DLP-10-2016-0040
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