1. 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

2. Example: The case of the spinning statuette
June YouTube: 5mln+ views
Data collected: tweets; 600+ newspapers articles, youtube and blogs; comments below articles
Analysis:
Geolocation / time distribution
Apps and devices used
Most shared links
Qualitative analysis – data on perceptions of: Ancient Egypt; Archaeology; Museums; human remains and restitutions
Example - References to popular culture:
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