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Social Media Analytics For Digital Advocacy Campaigns: Five Common Challenges” is a CPD discussion paper which seeks to reflect on and refine current practices in tracking and analyzing digital advocacy campaigns. It aims to advance a more structured approach to social media analytics and their role in strategic planning. We use digital advocacy campaigns through Twitter as a case in point and draw on both academic research and practical experience to address five common challenges in analyzing big data sets: search parameters, social media share of voice, the who, sentiment analysis and demographics.

This project is part of CPD’s collaboration with the North America Advocacy division of Global Affairs Canada. It underscores the importance of taking a rigorous approach to social media analytics to enhance the validity of evaluative analysis.

To download the paper in PDF format, click here.


USC Center on Public Diplomacy



Pub Date: 

April 2016