New Metrics for New Media: Analytics for Social Media and Virtual Worlds
I've been doing a lot of thinking about changes needed in media metrics. This workshop is a follow-on of the 2008 workshop, Monetizing Audience Engagement, which I co-led with Kate Niederhoffer.
Marc Smith (Telligent Systems) and I will co-lead this workshop on August 5-6 at Stanford University. The workshop will include hands-on tutorial for using the free software NodeXL to vitualize signatures of social roles in online conversations. Marc Smith has pioneered analytical processes to do this. They use NodeXL. The two day agenda of presentations and discussions will focus on these questions:
1. How does simultaneous media use influence the effectiveness of advertising?
2. What media metrics are most meaningful for management decisions?
3. How can social media metrics be used by media planners and community managers?
4. Which metrics are most powerful for mobile media and online search?
5. How can virtual currencies and learning management systems be leveraged as metrics for immersive environments?
Don Schultz, Northwestern University, will provide context for media choices in a consumer-controlled marketplace by presenting results of his panel studies in the US and China. These studies report background/foreground use of mutlitasking multimedia across generations and gender - with important implications for engagement metrics. Two panels - one on social media and one on immersive environments - will present trends in the metrics that are evolving, although far from standardized at this time:
Several of the people who participated in the 2009 Persuasive Technology panel will also participate, providing updates on their work: Michael Wu from Lithium (Community Health Index); Blaine Baggett from JPL/NASA; Louis-David Mangin from GrinShot; and Maury Giles from Pursuit. Gary Wolf, WIRED, will talk about trends in self measurement. Chunlin Duan, visiting from South China University of Technology, and Neil Rubens, visiting from Tokyo University of Electro-Communication, will discuss metrics for mobile media. David Shamma, Yahoo Research, will talk about synergies between social and search metrics.
Media X is a membership community. The summer workshops are one of the program offerings by Media X that are open to nonmenbers.
Labels: analytics, audience, engagement, immersive environment, management, Marc Smith, Martha Russell, media x, metrics, social media, stanford, Telligent, wallenberg
posted by Martha Russell @ 11:37 PM
21 Comments:
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