Understanding Audience Demographics, Knowledge and Attitudes for Science-Based Social Media Efforts / Sarah Cavanah, Kaylan Kemink, Susan N. Ellis-Felege.

Format:

Book

Author/Creator:

Cavanah, Sarah, author.

Kemink, Kaylan, author.

Ellis-Felege, Susan N., author.

Language:

English

Subjects (All):

Decision making.

Social media--Research--Methodology.

Social media.

Physical Description:

1 online resource

Place of Publication:

London, England : SAGE Publications Ltd, 2025.

Summary:

This case explores the challenges of developing and implementing a longitudinal examination of a social media communication project's audience. It examines the limitations of using a social media effort developed from scratch and the practical challenges of studying an audience across multiple years. This article also discusses the methodological decisions we made in developing the research project, which included developing measures of audience knowledge, attitudes, and behaviors. Readers will also learn about the challenges faced during data collection and analysis from our decision-making. For example, the decision to focus a large portion of our research questions on knowledge growth was limiting because we found our audience was already very knowledgeable about the subject of interest. Perhaps most importantly, though, we emphasize the importance of being comfortable with messy data, flexible with different approaches to analyzing/collecting those data, and thoughtful when finding useful insights in those data.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-03-621579-2

9781036215798

OCLC:

1523170034