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Using Social Media for Audience Intelligence & Evaluation

Methods For Change

Thursday, 14 September 2017 from 14:30 to 17:30 (BST)

Using Social Media for Audience Intelligence &...

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About This Workshop

Social media offer a publicly available (often free) source of information you can use for insights about audience experiences. The potential of social media data for audience intelligence is widely recognized. But the methods of developing useful insights are often hidden from view. So how can you and your organisation take advantage of this resource hiding in plain sight? Attend this workshop to get up to speed about the practical steps to gaining useful (and accurate) results from social media.

This workshop presents innovative methods, tools and practical guidance to help you use this data in audience evaluation. In this practical workshop, you can expect the following:

  1. An introduction to important ‘health warnings’ (limits) about using social media data for evaluation and feedback.
  2. Methods and tools for gathering and analysing social media data.
  3. Discussion about Twitter, Google Reviews, TripAdvisor as sources of data for evaluating outcomes and quality of experience.



Dr. Eric Jensen Associate Professor

Dr. Eric Jensen (Associate Professor, Dept. of Sociology, University of Warwick) is a leading social scientist specialising in innovative methods of conducting impact evaluation research in informal learning and public engagement contexts.

Jensen is author of Doing Real Research: A Practical Guide to Social Research (SAGE). He has extensive experience designing and conducting quantitative and mixed methods evaluations at institutions including the National Gallery, London Zoo, Natural History Museum, Cheltenham Literature Festival, the British Museum, San Diego Zoo and Bronx Zoo. Dr. Jensen holds a PhD in Sociology from the University of Cambridge (UK). He teaches social research methods at the University of Warwick. 

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Research Methods
Impact Evaluation
Survey Design
Qualitative Methods
Quantitative Methods

Benjamin K. Smith University of California Communication Researcher

Benjamin Smith is a researcher at the University of California-Santa Barbara's Department of Communication and Orfalea Center for Global & International Studies. He is an experienced social research expert, specialising in quantitative methods, marketing and market research. He has consulted as a statistics expert on numerous evaluations including the Manchester Science Festival in the UK.

His recent research has focused on quantitative research methodology in the context of big data and public attitudes measurement, including publications in journals such as Public Understanding of Science and Public Opinion Quarterly. His previous degrees are in communication and public relations. While broadly focused on public opinion and mass media, Benjamin's research has covered a wide variety of theoretical and contextual ground. His research has ranged from developing a synthesised model for predicting U.S. elections, based in part on Wikipedia page views, to a critical review of the UK's 2015 Public Attitudes to Science survey. In addition to his ongoing research related to science and political communication, Benjamin currently leads the Media Constructions of Terrorism project at the Orfalea Center, exploring the media's role in constructing public understandings of terrorism and extremism.

Latent Variable Modeling
Mixture Modeling
Content Analysis
Survey & Experimental Design
Public Opinion
Network Analysis

Aaron Michael Jensen Doctoral Researcher

Mr. Jensen (University of Strathclyde) specialises in research on organisational change and innovation, with an affinity for systems architecture & business analysis. He is undertaking a PhD in entrepreneurship psychology at the University of Strathclyde's Hunter Centre for Entrepreneurship, focused on how entrepreneurs overcome challenges inherent in the entrepreneurial and innovation process.

He has a multi-disciplinary professional and educational background, including experience across sectors in health care, retail, policy, and information technology, in roles for human resources, general management and operations consulting. He holds a masters degree in marketing from the University of Edinburgh Business School and a first degree in psychology from Washington State University (United States).

Organisational Change
Business Analysis
Systems Architecture
Business Operations
How To Reserve Your Place
Standard, including businesses £120
University Staff£96
Charities & unaffiliated individuals£78
Concessionary (students & unemployed£48

Do you have questions about Using Social Media for Audience Intelligence & Evaluation? Contact Methods For Change

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When & Where

Dana Research Centre and Library
165 Queen's Gate
SW7 5HD London
United Kingdom

Thursday, 14 September 2017 from 14:30 to 17:30 (BST)

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Methods For Change

Guiding you on state of the art research techniques

Methods for Change is a series of practitioner focused workshops designed to guide you and your organisation on the best evaluation and research techniques and ideas available. These sessions will empower you and your organisation to become more effective at gathering and getting the most out of your data.

Workshops cover a range of evaluation tools and techniques for data collection and analysis, focusing on different sectors with invited expert speakers and facilitators. All of this is aimed at helping to provide resources and support to enable better quality evaluation and research to improve services and practices.

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Using Social Media for Audience Intelligence & Evaluation
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