Meaning units;

1.Syntactical units

2.Referential units (Character units)

3.Propositional Units

4. Thematic Units

they involve symbolic meaning, and, therefore are less standardized than physical units.

Units that Place content into a consistent structure, such as sertions about an object.

EX: content analyzed. "critical incidents"  collected from patients about their most memorable positive or negative experience while staying at a hospital or visiting a health center.

Pg.241

Units that are topics contained within messages.

ex: Looked at portrayals of crime, race, and aggression in "reality-based" police television shows

Your Campaign can't become anything without ________

i.e. a ___________

Data should

1) __________ to your ____________

2) Should be an ___________ as to whether or not your _____________ your _________

1) Relate; Goals

2) indicator; acheiving; goals

Name some examples of metrics

i.e ( what your going to __________)

Measure;

Number of likes, comments and impressions in Facebook, number of RT's on Twitter, number of comments in Flickr, youtube, Facebook, # of clicks on bit.ly or ow.ly links.

Metrics with little significance without considering relationship

Number of fans

Number of posts you put out – its not your output that matters, it’s the output it achieved.

Its a really false metric to use the most.......

_______________________________________

to measure what is being said or searched about you

___________ Dialog

Goal 1: _________ ________________

Always start with __________________

Foster Dialog

Step 1

Step 2

Step 3

Step 1:Devise search terms

Step 2:Use Social Software tracking or Sites

Step 3: Keep Track

Variations on your command name, commander, common misspellings, Keywords, realated to command or its mission, ect.

__________ suggests monitoring brand, industry and competitors.

Step 1: Devise search terms

Radian6

Good Reader Feeds

Addictomatic

Twitter Search

Radian6

are examples of doing what....?

How would you keep track about who is talking about you?

Bonus: use a ______ ______ to ease iput of "_______" of __________ mentions.

Spread sheet

Bonus: Googe Form; "coding" ; social

Instructions on how to code using Google forms

1) _____ the _____

2) Form ____ _____ into ______

3)Toggle between ____ and ____ _____

4)Start ____ with _____

1) Populate the form

2) Form data feeds into spreadsheet

3) Toggle between form and spread sheet

4) Start coding with form

what website do you see for coding a form focusing on what others say about you?

What website do you see for a form focusing on how engaging you are to your stakeholders?

1)http://big.ly/usncode1

2) http://bit.ly/usncode2

How do you populate the form?

With items you want to "____" like _____, _______ type, ________, ______ discussed, etc...

Toggle between form and spread sheet as you....

If you code this...

1)____,____,___,____,____

2)______ _______

3)_______ analysis

4)______ _______

5)_________

6)_________ of ____________

7) Look for.... @ ________ in _________

1) Who, what, when, where, how

2) Item demographics

3) Audience Analysis

4) Topics discussed

5) Sentiment

6) Share of Conversation

7) replies in Twitter

How would you do an audience analysis?

1

2

3

4

1 ) Look at author name (identify loyal contributors),

2) author gender

3) author categorization (service member spouse/significant other, parent, recruit)

4) geographic location, etc.

How do you share of conversation...

Comparing how...

_____________________________________

______________________________________

1) Date

2) Time

3)  Media

4) Permalink etc...

The Science of Social Media

Start from middle...work your way out

1)

2)

3)

1)Strategy

2)Management

3)Execution

Content ayalysis is a _______ ________ for the  _______, ______ and __________ description of _______ ________ of communication.

Berelson's Conent analysis Defintion

(1952)

Research Technique

Objective

Systematic

Quantitative Description

Manifest Content

Qualitative

Quantitative

Manifest Content v. Inference

Benefits

1)Analyze large data sets (sample)

2)Data readily available

3)Conducted quickly, cheaply

4)Unobtrusive method of analysis -- content analysis is more observing than directly asking a question

5)Accounts for ccontent of items

6)Generalizeable

7)No IRB!

Manifest Content v. Inference

Disadvantages

1

2

3

1) Communication must be recorded

2) Rigid Categories may overlook insight

3) Difficulty in implementing (Smapling, intercoder reliability

Define what should be coded

Define what should be excluded

Define Categories

Train Coders

Assess Inter-coder reliability

In the Practice: Media Scanning...

7

Use Clips

Create Google Alerts

Published articles -- Lexis -- Nexis

Scan Google news for informal content analysis

Blogs -- IceRocket, addictomatic

Twitter -- TweetScan, search.twitter.com

Programs: Radian6

Formal Steps from Kaid

7

1) Formulate RQ's & Hypos

2) Select Sample

3) Define Categories

4) Outline coding process, train coders

5) Implement coding Process

6) Determine Reliability & Validity

7) Analyze Results

Universe

Systematically

Unit

Analysis

50

Log

A sample pulled systematically ...

1) Representitive of __________

2) Big enough to _____________________

3) Types: ___________, constructed __________

4) Is there a ___________ __________

1) Representative of the Universe

2) Big enought to tell story

3) Stratified, constructed week

4) Is there a sampling rate?

Define categories

1) ____ is _____

2)____ its _____

3) _______ ________ -- not going to overlap

4)________

5) Create _____ ______ & _____ _____ (See examples in course pack)

1) What is said

2) How its said

3) Mutually Exclusive

4)Exhaustive

5) Create code book and code sheet.

Tone will have 3 levels

1)

2)

3)

You have to come up with _____ _____ _____ to be ______, _____ , and ______. Make sure that code book is super ________.

1) Positive

2) Negative

3) Neutral

You have to come up with what it means to be positive, negative, and neutral. Make sure that code book is super detailed.

Coding Process

1) Training session -- go over code book

2) Explain relevant _______ from ________

3) _____ items, _______

Examples; sample

Code; reconcile

How would you implement coding?

1) _______ items to ______ from log.

2) Monitor _________ ________ (ICR)

1) Assign items to coders from log

2) Monitor intercoder Reliability

In assessing reliability & validitiy.... just know that __ - __ % of items are " ______ _____" for ___. Holsti's formula is ______ of _______. Other formulas: _____'s Pi , _____ Kappa

5

7

Double coded

ICR

Percentage

Agreement.

Scott's

Cohen's

What is Holsti's percentage of agreement formula?

Ways to analyze results -- _____ _____ tells if relationship among two _____  categories is significant (p<._ _) <---margin of error that is acceptable. ________ determine if items are related at significance rate (p < . _ _)

Computer = ____ CA _____.

Chi Square

Nominal

.05

Correlations

Assisted

Optional

If you analyze anymore that ___% of data, your wasting your time because the _________ won't change.

20

Probability

Transcripts of Communication

Outputs of Communication

________ of communication  are verbatim recording of actual communication. ____________ of communication are messages produced by communicators themselves.

Transcripts

Outputs

Content

Analysis

Identify

Enumerate

Analyze

Interaction Process Analysis

(IPA)

The five functions that retorical critisim has

1

2

3

4

5

1) Sheds light on the purposes of a persuasive message

2) Can be used to understand contexts

3) Provides a form of social critisim

4) Contributes to theory-building

5) Pedagogical funtion: by teaching ppl something about how persuasion works and what constitutes effective and ineffective persuasion.