Measuring New Media’s Impact
Jessica Clark
Center for Social Media
American University
www.futureofpublicmedia.net
Wednesday, June 3, 2009

Multiple disruptors:
• Flood of platforms & devices
• Multiplatform production
• New forms of engagement
• Networked, multitasking users
Wednesday, June 3, 2009

Attempts at combined metrics:
• Integrated Media Measurement
• Nielsen’s Anywhere Anytime
Media Measurement (A2/M2)
•NBC’s Total Audience
Measurement Index (TAMi)
Wednesday, June 3, 2009

But, as Albert Einstein said:
Not everything that can be
counted counts, and not
everything that counts can be
counted.
Wednesday, June 3, 2009

Other impact dimensions:
• Authority: Linkfluence
• Spreadability: Media Cloud
• Social change: Fledgling Fund
• Infrastructure: Miro
Wednesday, June 3, 2009

Public media 2.0 as we define it:
“Media for public knowledge
and action.”
i.e—content/contexts that engage
publics to form around shared
issues, deliberate, and then act.
Wednesday, June 3, 2009

Our big question:
How can we create our own
integrated public media 2.0
impact measurements?
Wednesday, June 3, 2009

Our experts:
• Mark Fuerst, IMA
• Ellen Schneider, Active Voice
• Shabbir Safdar, Virilion, Inc.
• Kate Coyer, Central European U.
Wednesday, June 3, 2009