Organizations are spending significant amounts of staff time to promote to and engage audiences. But, is it working? Do we really know how data is gathered? what the impact, or who we reach?
There’s a lot of confusion about what real analytics are. It’s not just a pretty dashboard to aggregrate ‘hits or visits’, or flat count of FaceBook likes or gathering of friends.
Our Social Media Impact Analytics is a set of interactive tools for evaluating, visualizing and documenting the impact, reach, engagement of social networking tools such as Facebook, YouTube, Twitter, and blogs for arts and cultural organizations. The system is going to provide REAL-TIME ANALYTICS of their social media presence including the number of tweets/posts, followers (Twitter), likes (Facebook), views (YouTube), @mentions, retweets, replies (engagement), etc. This will be displayed as comprehensible graphs and network visualizations customized for each situation.
HOW DOES IT WORK? This is a unique, new form of web-based analytics that draws on web-sphere analysis. It is an approach for the collection, storage, processing, filtering, and visualization of large social media data sets. Our system utilizes a clustered cloud computing architecture with tiers devoted to data collection, pre-processing and analysis that supports both statistical analysis capabilities and web-based tools for public presentation and interaction of aggregated data.
We will be able to show participants a comprehensive map of their REACH – how far the information moved out of existing networks; ENGAGEMENT – who they had two-way interactions with; IMPACT – Combination of reach and engagement; NETWORK – Who their network is and how it changed over time – a longitudinal snapshot of a specific time. And, we will create language and a practice methodology for consulting and advising arts and cultural organizations for efficient and effective use of social networking using our Social Media Impact Analytics methods and tools.
Our interactive tools will enable the creative sector to:
- Track cultural products and take action to increase participation, increase sales and rentals of art products,
- Increase concert and film bookings, commissions, or advertising revenue.
- Connect to opinion leaders (people, publications, organizations) to position a community or region as a cultural destination. Regions featured in films and online media acquire ‘cultural cache’ and become desirable destinations for tourists and industry.
- Use low cost real-time analytics that helps build a solid, sustainable infrastructure of arts and cultural organizations as a component of economic development. High functioning cultural organizations equipped with these tools are more competitive for funding, since they can really prove their efficacy.