Is Anybody Out There?: Using Application Statistics and Web Analytics to Assess Social Media Reach

Is Anybody Out There?: Using Application Statistics and Web Analytics to Assess Social Media Reach

Junior Tidal (New York City College of Technology (CUNY), USA)
DOI: 10.4018/978-1-5225-8097-3.ch006

Abstract

This chapter will explore how social media assessment is used for library marketing. It will build upon existing literature on how other libraries quantify social media impact in promoting their services. This includes methods on how libraries can gather native application statistics from popular platforms such as Facebook, Twitter, YouTube, and Instagram. An exploration into web analytics will also be explored as evidence of social media impact. The chapter will use case-studies of the Ursula C. Schwerin Library of the New York City College of Technology (City Tech), CUNY, and how social media platforms are used to advertise library events and disseminate news.
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Main Focus Of The Chapter

The City Tech Library uses multiple social media platforms, including Facebook, Twitter, Instagram, YouTube, Flickr, and Pinterest. Each of these platforms has their own form of built-in statistics. This ranges from the complex, such as Facebook’s page insights or Twitter’s built-in analytics tools, to the more the simplistic like Instagram’s number of likes. This chapter will look specifically at Facebook, Twitter, and Instagram.

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