Article-level metrics are often referred to as "altmetrics" or "alternative metrics." Altmetrics attempt to fill a gap in traditional metrics by using social media mentions, link backs, blogs, news outlet coverage, and other web metrics to measure the attention given to a particular work. Altmetrics are especially well-suited to datasets and types of scholarly work not covered by traditional metrics. As with other metrics, altmetrics don't necessarily tell you anything about the quality of the individual publication. It's always best to review the publication yourself and investigate mentions as need be.
Here are some examples of researchers who have used altmetrics for promotion or tenure portfolios.
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