Humphreys Chapter 4 PDF

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Humphrey's Chapter 4...

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CMS 242 Communication and Social Media From Social Media: Enduring Principles by Ashlee Humphreys Chapter 4: Measuring Social Media Key concepts Attention economy: is a system where people’s attention comes to have economic value (Herbert Simon). Although information is plentiful, there are human constraints on processing and interpreting information, meaning that attention is a scarce resource and is, therefore, of value. The more information overall, the scarcer attention becomes. Many social media platforms are advertising companies. Social Media Stats: http://www.personalizemedia.com/the-count/ Entire industries exist around measuring attention, e.g. how many people watch a TV program, read a Buzzfeed story, etc. Eyeballs on the screen are measured. Information regimes are the agreements, payments schemes, contracts, standards, processes and expectations. Information regimes are often entrenched in business practices, e.g. advertising rates. Nielsen TV ratings used to have people keep a journal of their TV viewing habits. Now, measure is more precise such as eye-tracking software that tracks user attention. Measuring for attention is not always accurate or the best approach, but it is often the basis for companies to track, buy, and sell attention. Reach: describes the total number of people who have seen an advertisement or other content online, e.g. the Super Bowl has enormous reach with over 100 million viewers. Frequency: is a measure of the number of times a person has seen the online content, be it an ad, a newspaper article, or a status update. People need to see an advertisement 3 to 5 times to remember it. Mere exposure effect: the more people are exposed to a stimulus, the more they like it. Repetition works. With complex messages, frequency can be more important than reach. A metric like view on YouTube is a measure that cannot disentangle reach and frequency. Rainbow cat may have been viewed 2 billion times, but we do not know whether 2 billion people saw the video, or if 2 million people saw the video 100 times. But, fans or followers, do give a sense of reach. Kim Kardashian has significant reach, for example, and therefore is paid for her social media promotions.

Technological structures that funnel attention have consequences for what information we got and what information we do not get. Since 2009, Google has customized search results based on previous search history and location, regardless of whether you have logged in or agreed to be tracked. You get “personalized” results, but this also means that there are results that you do not get. Filter bubble: can be a problem. Some people get some information, while other people get different information for the same searches. Eli Pariser https://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles Narrowcasting: is the practice of disseminating a message to a specific audience and has implication for civic, community, political, and economic life. Who gets a message? Who does not? Which message do they get?

Engagement: measures of engagement attempt to represent how involved or responsive the audience is to a particular message. What do people do with media content? Each subsequent interaction is seen as valuable because it reinforces the relationship to the series and potentially its sponsors—as advertising/promotion. Attention, Engagement, and Conversion:

Methods of Studying Social Media    

Digital anthropology and Netnographic Analysis Textual Analysis: Content Analysis and Discourse Analysis Network Analysis Machine Learning and Big Data: algorithms, search engine optimization, machine learning

Cathy O’Neil, The Era of Blind Faith in Big Data Must End https://www.ted.com/talks/cathy_o_neil_the_era_of_blind_faith_in_big_data_must_end/readi ng-list#t-786704

How Facebook is changing your Internet https://nyti.ms/2y8o8WC...