10.6084/m9.figshare.7789331.v1
OEIE Office
OEIE
Office
LeAnn Brosius
LeAnn
Brosius
Adam Cless
Adam
Cless
Utilizing Social Media Analytics to Demonstrate Program Impact
figshare
2019
Evaluation
Social media use
Social media analysis
Office of Educational Innovation and Evaluation
2019-02-28 21:34:06
Journal contribution
https://figshare.com/articles/journal_contribution/Utilizing_Social_Media_Analytics_to_Demonstrate_Program_Impact/7789331
<p></p><p>The application of social media within programs has grown
exponentially over the past decade and have become a popular way for programs
to engage and reach their stakeholders and inform engagement efforts.
Consequently, organizations are utilizing data analytics from social media
platforms as a way to measure impact. These data can help programs understand
how program objectives, progress, and outcomes are disseminated and used (i.e.,
through discussions, viewing of content, following program social media pages). The Office
of Educational Innovation and Evaluation (OEIE) conducted a presentation at the 2018 AEA (American Evaluation Association) national conference on a novel technique that utilizes social media analytics to demonstrate program impact. Conference participants learned from OEIE's first-hand experience using a framework to make social media metrics more powerful, the
power in aligning the framework to program objectives, the truth that is spoken
in analyzing and visualizing social media metrics, and next steps for future
use in evaluation. In the presentation, OEIE shared their experience applying this analytic
technique to the social media efforts of a multi-institutional program. </p><br><p></p>