Researching Public Perceptions through Social Media Analytics Dr

Researching Public Perceptions through Social Media Analytics Dr Chiara Zuanni Projects: • Reactions to the viral video of the Spinning Statuette in the Manchester Museum • Twitter analytics for institutional accounts and Social Media Analytics Guidance • Use of data analytics by cultural institutions • Perceptions of Liverpool as emerging from social media data • Impact of (Italian) museums and archaeologists Twitter accounts on publics and institutions ENGAGEMENT • Prompted • ‘Spontaneous’ ANALYTICS • Technical challenges • Values and Limits (incl. ethics) AUDIENCES • Marketing perspective • Anthropological perspective

Example: The case of the spinning statuette • June 2013 - You. Tube: 5 mln+ views • Data collected: 15000+ tweets; 600+ newspapers articles, youtube and blogs; 2800+ comments below articles • Analysis: • Geolocation / time distribution Example - References to popular culture: • Apps and devices used • Most shared links • Qualitative analysis – data on perceptions of: Ancient Egypt; Archaeology; Museums; human remains and restitutions Problem: I’m a classicist, archaeologist, museologist! I cannot ‘really’ code! - Using R and other coding programmes - Managing this amount of data (automating processes; working on different platforms; different time-frames; APIs limitations; etc) - Ethics