A social media maven whose dashboard can score your social engagement
Editor’s note: Shiri
Kremer-Davidson is a specialist in graph-based social analytics at
IBM Research - Haifa
What do you do at IBM?
I’m part of a cross organizational team that built the Personal
Social Dashboard. It’s a pilot web application that provides employees with
an engagement score along with insights on their individual social activity within
the organization. It helps people understand how their activity is being
consumed and how they are perceived by their colleagues – something we
generally are unaware of.
I lead the engagement analytics that produce the
resulting scores and evidence shown in the application. With new studies showing
how important it is to raise the level of employee engagement inside the
enterprise, it’s crucial to have a way to let employees and managers know how they’re
Why is this project interesting for you?
For me, this is a fascinating journey into learning how
IBMers socially engage and how they use our internal social network, IBM Connections. I was
also keen on identifying success stories and extracting personalized recommendations
on how people can grow their voice inside the enterprise. If you’re motivated to increase your digital presence,
the dashboard gives you feedback on how people are reacting to you and what
you’re sharing. It helps you see whether you’re on the right track.
Personally, I wasn’t publicly active enough on social
media before this project. This tool is also helping me increase my social
presence within IBM.
What insights did you discover as part of
creating this tool?
We had a client engagement this year with a large
European bank where we deployed the dashboard. We wanted to help in areas such
as: increase adoption of Connections; provide input for organizational changes;
get an indication of the collaboration across and between different divisions.
Using the dashboard’s analytics along with an enterprise
graph, we found: how and what different divisions are interacting and the
strength of those connections; how information flows within the organization; who
are the primary influencers and brokers within and between the organizations,
How did this dashboard get started?
It all started with a project called Breadcrumbs, led by Analytics Strategist Marie
Wallace. We built an enterprise graph over all the
social activities done on Connections inside IBM.
It included historic and current data for hundreds of thousands of employees. We
also built a Big Data infrastructure that would allow us to perform a wide
range of analytics over it.
What were you looking for, initially?
First, we started looking at how social activity patterns
over time can serve as a clue for who is staying and who might be leaving the
company. Next, we began working with the CIO to develop a solution that could empower
employees with knowledge on their social eminence, and guide them on how to
improve it. In parallel, we wanted to help management understand how their
employees engage socially – but
without exploiting the privacy of employees.
Since I had done research on social reputation, the idea of incorporating my experience into such a
social engagement dashboard was intriguing. It was fun working together with teams
How does your dashboard measure social
The dashboard gives you four scores: Activity, Reaction,
Eminence, and Network. All scores are relative inside the organization.
is a score that goes up or down depending on how active you are.
on your content takes into account likes, reads, shares, comments, and so on.
reflects the amount of people trying to interact with you and your content –
following you, sharing files with you, etc.
scoring indicates how many followers and colleagues you have.
|Capture of my page in the Personal Social Dashboard|
The dashboard scores are periodically refreshed and we improve
the algorithms regularly. Ultimately, we’d like to add personalized recommendations
to guide employees on how to raise their eminence and how to make their voice
more prominent inside the organization.
What are your future plans?
We are getting a lot of positive feedback for the pilot.
Employees feel that it is helping them understand their social presence and
increase their voice in the enterprise. Our pilot currently has more than 9,000
users and is rapidly growing.
In the future we plan to integrate additional data sets
into the tool and add features our user community finds important such as
Labels: connections, eminence, IBM Research - Haifa, Marie Wallace, personal social dashboard, Shiri Kremer-Davidson, social analytics, social engagement