Mapping Your Digital Audiences Nicole Fernandez, Georgetown Erin Gamble, Charrosé King, March 6, 2015 #15NTC #15NTCdigmap

Housekeeping #15NTCdigmap Collaboration Notes: Evaluation Survey:

NodeXL—free tool Download it here:

Who We Are Nicole Fernandez Adjunct Lecturer for Georgetown University’s Communication, Culture, and Technology Erin Gamble Online Media Director for ACDI/VOCA Charrosé King Online Media Coordinator for ACDI/VOCA

Why is mapping important? Image source: Wikimedia Commons

What can I expect today? Intro to Social Network Analysis Case study examples Tool demonstrations Further resources

What is Social Network Analysis?

Social Network Analysis (SNA) Social network analysis is not just about Facebook.

Social Network Analysis (SNA) SNA is a way to look at relationship information and interactions.

Social Network Analysis Applying graph theory to sociological studies Nodes Links Flow

SNA Graph

SNA Graph and Matrix = ABCD A-110 B1-11 C11-0 D010-

Metrics Overview

What is does your graph represent? What are the nodes? What are the edges?

An Undirected Graph Task: Determine Degree

Deg(A) = 4 Deg (B) = 2

Directed Graph

INDEGREEOUTDEGREE S21 N22 R01 T11 L11

Density

Density: First Ask How Many Possible Relationships?

Density = Actual Ties / Possible Ties

This graph has a Density of.4

Paths: Get from A to D Walk ACED Length 3 Walk ABD Length 2 Walk AD Length 1 This is our Shortest Path

Shortest Paths are needed so we can calculate closeness centrality

Closeness Centrality Node A vs. Node C

Graph Metrics VertexDegree In- Degree Out- Degree Betweenness Centrality Closeness Centrality A B C D E

Closeness Centrality of Node A ToBCDE From A ABABCABCDABCE Length1233

Closeness Centrality as Average Shortest Path Length 1.Identify Shortest Paths to all other nodes 2.Identify the length of those paths 3.Average those lengths

Closeness Centrality of Node A = 2.25 ToBCDE From A ABABCABCDABCE Length1233

Betweenness Centrality Potential Measure of Brokerage For a particular node, how many shortest paths is that node inside?

ABCDE A ABABCABCDABCE B BCBCDBCE C CDCE D DCE E

What is the Betweenness Centrality of Node B?

Focus on Node B ABCDE A ABABCABCDABCE B BCBCDBCE C CDCE D DCE E

Graph Metrics VertexDegree In- Degree Out- Degree Betweenness Centrality A B C D E

Eigenvector Centrality Not just who you are connected to, but who are they connected to?

Eigenvector Centrality is a way to distinguish nodes with equal degree.

Compare Nodes Y and Z

Both Have Degree 4

Node Y is Connected to a More Connected Node

NodeXL will calculate it for you!

Practical Applications: Context Matters

Recognize the Impact of Missing Data

Social Media Context Directed Graphs Provide Additional Detail

Mapping Examples Let’s dig into some case studies

Case Study: Girls Inc. DC Question: Who should Girls Inc. DC interact with on Twitter?

#StrongSmartBold February 2-7, 2015

#StrongSmartBold February 9-12, 2015

#STEM and #Girls

Case Study: Fundraising Question: What insights can we gain from mapping online contributions?

Kenya Fundraising

Egypt Fundraising

Campaign Overlap

Case Study: Online Audience Analysis Question: How does our online audience connect to ACDI/VOCA?

Survey of External Audience

Methodology for SNA Component Pulled data from external survey questionnaire Created edge lists Used NodeXL to analyze connections Used SPSS (statistical analysis software) to create cross- tabulations

Findings Bipartite graph without isolates (i.e., without “No” responses)

Findings Website * Enewsletter Crosstabulation Count EnewsletterTotal B_Enewsletter_YesNo Website A_Website_Yes No Total

Findings Twitter * Facebook Crosstabulation Count FacebookTotal D_Facebook_YesNo Twitter C_Twitter_Yes4812 No Total

Outcomes »Shared findings with colleagues »Developed outreach strategies »Repeated cycle: issued new survey  analyze findings  strategize and optimize outreach

Practical Steps: Using NodeXL

Include Attributes on the Vertices Page

NodeXL demo Which NTCs have you been to? D.C. Minneapolis San Francisco Atlanta

What do I do now? 1.Download NodeXL 2.Identify what data you want to map Online and offline Current audience, fundraising, etc. New audience opportunities 3.Be flexible. Be curious Ask questions Look for patterns Repeat investigations

Thoughts and questions? Experiences to share?

Remember networks are fluid. You can shape them with both online and offline interactions.

Before an event

After an event

Thank you! Evaluation Survey: Collaboration Notes: #15NTCdigmap Nicole Fernandez, Erin Gamble, Charrosé King,

Since 1963 and in 146 countries, ACDI/VOCA has empowered people to succeed in the global economy.