jessica clark: making your media matter 2010

New Models for Impact Assessment

Researchers:Jessica Clark, Center for Social Media

Tracy Van Slyke, The Media ConsortiumSue Schardt, Association of Independents in Radio

Thursday, May 13, 2010

Impact SummitsThursday, May 13, 2010

The process:Impact Summits in 7 cities

Identi!ed needs and tools:Investing in Impact report

Demonstration project:Spreading the Zing report

Scan of best practices: coming June 7


Engaging Your NetworksThursday, May 13, 2010

. some influential users can serve as. valuable connectors, amplifying. content, issues and campaigns

. networked individuals use. participatory media to form and. strengthen connections based on:. - friends and family. - proximity. - work. - personal identity. - political affiliation. - and more...

.

. how does your project attract and. interact with networked users?

. what tools or strategies can you use. to make content spreadable and . participatory?

. how networked are you and . your staff?

Media makers must learn to work with users who are connected to multiple networks and can distribute, amplify, and serve asambassadors for the media producer’s content.

Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.

OUTLETS

PLATFORMS

CONTENTvideophotos

blog posts

gossipopinions

information

donationsreferralsaction

debatecommitteesinteractions

NETWORK CONNECTIONS


. made up of networked users

. can form for an hour, a day, months. or years

. united by common interests,. concerns, issues, enemies,. desired outcomes

. how can media producers. participate in self-organized . networks?

. how can you offer tools, space,. actions, and content that help. networks to form?

. how are networks using your. content, and how are you actively. engaging them?

UNIFYING ELEMENT

Users can work together to form ad hoc networks around unifying elements such as shared issues and/or breaking events.Media makers can tap into these networks to spread relevant content, follow breaking trends, and cover collective actions.


CONTENT

NETWORK CONNECTIONS

PRODUCERS

PLATFORMS


CONTENT

NETWORK CONNECTIONS

nonprofitscompanies

political partiesadvocacy groups

. more formal than self-organized. networks

. longer-lasting

. hosted/supported by institutions. that provide:. - organizing tools—i.e. widgets, . - petitions, frames, backgrounders. - offline organizing opportunities. - action prompts

. what institutional networks might. use or host your content?

. what tools and strategies can. help you to assess how networks . use your work?

. how can your outlet work entice. members of an institutional. network to also join your network?

Media makers can also harness more durable networks of users -- hosted or organized by institutions such as nonprofits orcampaigns -- to share content, offer crowdsourcing opportunities, and develop fundraising relationships.


PRODUCERS

PLATFORMS

INSTITUTION


. share tools and business strategies

. work together to integrate/build. upon editorial strengths

. collectively influence public. discourse

. set /lead news agendas

. build relationships and advocate. for sector

. what kinds of media networks can. you join or create?. - journalism. - political. - geographical. - issue-based

Media makers and outlets can form collaborative networks to jointly report on complex issues, and structure new models forinnovation and revenue.


CONTENT

UNIFYING ELEMENT

NETWORK CONNECTIONS

MEDIA OUTLETS

PLATFORMS


. combine media outlets, institutions,. and networks

. short or long-lasting

. formed around an ad hoc campaign. or a persistent issue

. spread content and make connections. among multiple institutional networks. to drive and inform action and set. news agendas

. can strengthen movements and overall. progressive movement

. how can your outlet strategically build. and connect with hybrid networks?

. how can you reach new users and. inform mobilization?

UNIFYING ELEMENT

Networks that combine media outlets, nonprofits, and grassroots organizations can work together to drive traffic, build buzz, andraise the stakes around particular issues or events.


INSTITUTIONS

CONTENT

NETWORK CONNECTIONS

PRODUCERS


Conecting with your networks is now critical to developing high-impact journalism.Check the boxes to see how well you’re engaging networks of users at each phase of production:


. solicit citizen reports

. crowdsource data analysis

. check facts

. conduct interviews

. organize online or. offline action: petitions,. rallies, screenings, etc.

. pressure policymakers to . take a stand

. spread links and stories to. personal and institutional. networks

. urge further coverage of. issues in related outlets

. pass on stories to change-. makers and policymakers

. raise dollars for a story,. an outlet, a reporter, or an. investigation

. share your story of impact . to raise support and. enthusiasm for new. projects

. cull tips and leads

. brainstorm story ideas

. provide expertise

. reveal pressing issues

. organize relevant. source links

. help build data sets,. timelines and visualizations

. assemble related stories

. provide feedback on impact:. anecdotes, survey replies. (NOTE: See Beyond the. Echo Chamber for tips on. assessing impact)


Investing in ImpactThursday, May 13, 2010

Why assess impact?To make sure you’re serving your mission

For iterative strategic planning

To gain support from funders

To engage and motivate your users


Elements of Impact:


Needed: New Tools

Uni!ed social media dashboard

Social issue buzz tracker

Model formats for impact reporting

Shared survey questions for audience research

Tools for tracking network growth & health


Spreading the ZingThursday, May 13, 2010

Makers Quest 2.0

8 projects, administered by AIR

Multiplatform, participatory, producer-led

$40,000 each

Assigned broadcast partners

Duration: April-August 2009


NPR Weekend Edition

Chattanooga FeatureAugust 22, 20091.5 million AQH*

Wisconsin Public Radio

Spectrum WestProfile of Amy Fichter

March 19, 20103,400 AQH*

Connecticut Public Radio

Segment on MMS Featuring Amy Fichter

October 27, 20095,000 AQH*

NPR Weekend Edition

San Luis Feature September 12, 2009

1.5 million AQH*

New Hampshire Public Radio

Segment on Mapping Main Street

September 2, 20096,800 AQH*

NPR Weekend Edition

Lewistown Feature

October 17, 20091.5 million AQH*

*Source NPR National Estimates, Spring 2009

80 Main Streets 1,105 photos



10,466 Main Streets 923,205 photos

Amy Fichter hosts exhibition of her MMS photographs in Pepin Art & Design Center (WI)

Amy Fichter takes first of 320 photographs for Mapping Main Street

Exhibition in Groton, MA by photojournalism students at Andover Academy

8 week workshop with students from NYC public high schools for WNYC’s Radio Rookies Short Wave CUNY Graduate School of JournalismLawrence Academy

University of Missouri Writing Workshops

Judge Memorial High School

Columbia Graduate School of Architecture

USC Annenberg Alhambra ProjectGothamist

WorldChanging

YouthVoices

VeryShortList

Ed Tech TalkTeachers Teaching Teachers

Urban Omnibus WNYC Culture Blog

Current Knight Idea LabBerkman Center Luncheon Series

Public Radio Program Directors Conference Chashama Film Festival Northeastern College of Arts, Media and Design

National Center for Media Engagement Peer Webinar

National Black Programming Consotrium Public Media Corps

Keynote at Web 2.0pen mic for Regional Youth Media Arts Consortium

August 2009 January 2010 May 2010 May 2012

The Impact of MQ2’s Mapping Main Street Citizen Media

BroadcastMedia

Education

PublicEngagement


MQ2 Producer Lessons

Remain solution-oriented

Know what you don’t know & build a good team

Aggressively seek out mentors & partners

Learn the art of self promotion


Learn more:www.futureofpublicmedia.net


jessica clark: making your media matter 2010

News & Politics

kinds of media networks

multiple networks

collaborative networks

hybrid networks

durable networks of

media producers content

media makers

participatory media