Public Media 2.0:
Mission-Driven Impact Assessment
          Jessica Clark
          Center for Social Media, American Uni...
Public media 2.0:

  ‣ Central goal: to form “publics”—
    groups of people who use media to
    tackle shared issues
  ‣...
New user habits:

  ‣ Choice
  ‣ Curation
  ‣ Conversation
  ‣ Creation
  ‣ Collaboration
Metrics in chaos:

  ‣ Commercial services struggling
    (Nielsen People Meter)
  ‣ Social media metrics still stabilizin...
Working assumptions

                                        !
  ‣ Mission matters
    Measure outcomes, not activity

  ‣...
Impact dimensions 2.0:

  ‣ Trust
  ‣ Accessibility
  ‣ Diversity
  ‣ Civic engagement
  ‣ User empowerment
‣ NOTE: create visual that
  demonstrates national network and
  new collaborative roles for stations




   www.futureofp...
Jessica Clark Impact Pubcamp
Jessica Clark Impact Pubcamp
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Jessica Clark Impact Pubcamp

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This is my presentation for the October 2009 Public Media Camp (http://publicmediacamp.org) on impact measurements for public media 2.0. Learn more at www.futureofpublicmedia.net

Published in: News & Politics, Technology
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Jessica Clark Impact Pubcamp

  1. 1. Public Media 2.0: Mission-Driven Impact Assessment Jessica Clark Center for Social Media, American University www.futureofpublicmedia.net for the PublicMediaCamp, October 2009
  2. 2. Public media 2.0: ‣ Central goal: to form “publics”— groups of people who use media to tackle shared issues ‣ Central question: how do you know a public has formed?
  3. 3. New user habits: ‣ Choice ‣ Curation ‣ Conversation ‣ Creation ‣ Collaboration
  4. 4. Metrics in chaos: ‣ Commercial services struggling (Nielsen People Meter) ‣ Social media metrics still stabilizing (Twitter search) ‣ Pubcasting stations baffled: “Very few stations define success with concrete metrics. Most examples are anecdotal.”—Embracing Digital: A Review of Public Media Efforts Across the United States, 2009
  5. 5. Working assumptions ! ‣ Mission matters Measure outcomes, not activity ‣ There is no master metric See Fledgling’s impact dimensions ‣ Media projects don’t operate in isolation Acknowledge the larger ecosystem
  6. 6. Impact dimensions 2.0: ‣ Trust ‣ Accessibility ‣ Diversity ‣ Civic engagement ‣ User empowerment
  7. 7. ‣ NOTE: create visual that demonstrates national network and new collaborative roles for stations www.futureofpublicmedia.net

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