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Using Social Media for Public Engagement Evaluation and Feedback: Analysing Quality of Public Engagement Experience Data from Tripadvisor and Twitter

Have you begun thinking about analysing social media for feedback and evaluation about your organisation and its activities? This publicly available source of data can offer great value in terms of gaining insights into the views and experiences of your customers and audiences. However, social media also bring with them specific methodological and practical issues that must be taken into account to gain accurate evaluation results. This workshop presents cutting edge knowledge about such data, identifying the strengths and weaknesses of different options. The event provides practical solutions alongside important ‘health warnings’ about the limitations of this kind of data.

United Kingdom
8th March, 2016
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This practical workshop offers the following:

  1. An introduction to the strengths and limitations of using social media data for evaluation and feedback.
  2. A detailed discussion of Twitter as a source of evaluation and quality of experience data.
  3. Examples showing what your organisation can (and can’t) learn from analysing the content of people’s responses on Twitter.
  4. How to use TripAdvisor data for evaluation and feedback purposes.



Speakers include:

  • An internal evaluator within an informal learning organisation who uses social media data on a regular basis (Andrew Moss, Chester Zoo).
  • A social scientist and external evaluator who has led three recent grant-funded projects addressing the strengths and limitations of social media as a source of data for evaluating cultural experiences (Dr Eric Jensen, University of Warwick).

Andrew Moss (Conservation Social Scientist, Chester Zoo) has over a decade of visitor research experience in world zoos and aquariums. He has led over fifty evaluation research projects and has numerous publications, in journals such as Conservation Biology, the Journal of Environmental Education, Visitor Studies and Nature.

Specialising in quantitative research methods, particularly the structured observation of visitors, Andrew is interested in the ‘real-time’ effects of zoo animals and exhibits on their visitors. Most recently, Andrew was commissioned by the World Association of Zoos and Aquariums (WAZA) to lead the largest ever zoo and aquarium visitor impacts study (30 institutions; n>6,000). Andrew is a respected peer-reviewer for ten journals, as well as for funding bodies such as the National Science Foundation. His expertise is valued both within the zoo community and in academia – he is an Associate Fellow at the University of Warwick and a member of the research and education committees for British and European zoo accreditation organisations.

Dr. Eric Jensen (Associate Professor, Dept. of Sociology, University of Warwick) is a leading social scientist specializing in innovative methods of conducting impact evaluation research in informal learning and public engagement contexts. He has extensive experience designing and conducting qualitative, quantitative and mixed methods evaluations at institutions including the National Gallery, ZSL London Zoo, Natural History Museum, Cheltenham Literature Festival, the British Museum and Heritage Lottery Fund-supported projects around the UK. He is author of the forthcoming book research methods book: Doing Real Research (SAGE). Dr. Jensen holds a PhD in Sociology from the University of Cambridge (UK). He teaches quantitative, qualitative and mixed methods social research at the University of Warwick.

Participation notes

Participation is encouraged for this workshop. You are invited to bring your own practical challenges to discuss and find solutions, so you can receive feedback and advice from the workshop facilitators.

How To Reserve Your Place

Early bird discount if you book by Friday 29th January 2016

If you would like to attend this workshop but cannot afford it, please email to provide a short explanation of your circumstances (indicate how much you are able to pay).

For profit business £145
For profit early bird £115
Non profit & unaffiliated individuals £85
Non profit early bird £75
Conc- student/unemployed £45