Making Evaluations Transparent, Participatory and Relevant in a Networked World: Using Social Media for Development Evaluation

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This presentation outlines how the Independent Evaluation Group uses social media and social networks to make its evaluations transparent and participatory. It provides practical examples of how social media was utilized in evaluation studies to gather qualitative and quantitative data.

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  • Hon & Grunig elaborate on the gamut of relationships that organizations can build with their key constituents ranging from establishing trust and going all the way to having “communal” relationship where both sides provide benefits to each other. Hon, L. and Grunig J. Guidelines for Measuring Relationships in Public Relations, 1999 POST method. Coined by Li and Bernoff, this method ensures that organizations engaging in the ever growing power of online knowledge sharing and thought leadership put people and engagement objectives first, strategy next and technology into last spot before creating any strategy or an implementation plan. Li, Charliene and Bernoff, Josh. Groundswell (Enhanced and Updated): Winning in a World Transformed by Social Technologies. 2011.
  • Charlene Li and Josh Bernoff define groundswell as a “social trend in which people use technologies to get the things they need from each other, rather from traditional institutions like corporations.” According to them the number and speed with which people are connecting with each other and depending on each other online is accelerating. As an example they site people’s readiness to share product reviews, exchange information and know-how in forums, comment on other’s thoughts and ideas, etc. Li, Charlene and Bernoff, Josh. Groundswell (Enhanced and Updated): Winning in a World Transformed by Social Technologies. P. 27. 2011
  • The simpler the question is the easier it is for users to respond and the more willing they are to do so.
  • Making Evaluations Transparent, Participatory and Relevant in a Networked World: Using Social Media for Development Evaluation

    1. 1. Making Evaluations Transparent, Participatory and Relevant in a Networked World: Use of Social Media in Development Evaluation Alex McKenzie and Bahar Salimova Independent Evaluation Group, World Bank EES Conference, Helsinki, Finland October 4, 2012
    2. 2. OutlineI. About IEGII. Greater Use of Evaluation FindingsIII. Social Media and Categories of ParticipantsIV. IEG’s Social Media Strategy and ApproachesV. Lessons and Challenges 2
    3. 3. I. About IEG►Independent Evaluation Group (IEG) at the World Bank Group; It reports to the Board of Directors►Assesses what works and what doesn’t►Accountability and Learning 3
    4. 4. II. Greater Use of Evaluation Findings►Several “Knowledge for Action” theories►Focusing on approaches putting users/people and engagement objectives first (POST method)►Emphasizing value of relationships : building “communal” relationships 4
    5. 5. III. Social Media and Categories ofParticipants 90-9-1 rule •90 percent - only consume posted content, 9 percent - prioritizes their engagement, and 1 percent - contributes most of the content. Q: H do you get to 9 -1 percent and ow create influencers? Q: H does one create ow “groundswell”? 5
    6. 6. IV. IEG’s Social Media Strategy andApproaches • Announcements via SM channels [FB,Outreach Twitter, YouTube, SlideShare] • Huffington Post & Guardian (UK) [blogs] • Short and long term outreachEngagement campaigns. Examples: Forest Evaluation vs. Afghanistan CPE • “Gender & Evaluation Workshop”Learning [Ning] 6
    7. 7. IEG on Facebook Over 15,000 fans with active discussions and polls 7
    8. 8. IEG on YouTube 8
    9. 9. Afghanistan Country Program EvaluationShort term outreach campaign that lasted 3 months. Keyactivities included:►Facebook Polls and Discussions/Comments►Dedicated Twitter hashtags - #AfghanistanEval and #Afghanistan togenerate interest and follow-up►Questions and comments in Dari, Pashto and English to tap into localknowledgeOutcome:Generated over 1,950 poll votes and 50 comments in 3 months outreach 9
    10. 10. Afghanistan Country Program Evaluation 10
    11. 11. Afghanistan Country Program Evaluation Comment from a Facebook user on access to education in Afghanistan:“in terms of education, Afghans have a lot more access than they had 5 years ago. Filing of 160,000 applications for Kankor exam this year could be counted as a success and achievement of Afghans compared to 5 years ago.” Comment from a Facebook user on access to health in Afghanistan:“ unfortunately most of these works [health improvement projects] are limited and they remain only on a piece of paper instead of being implemented. A good example is our district, where nothing has been done yet …” Comment from a user from Ahmad Abad district, Paktia province. [Comment translated from Pashto] 11
    12. 12. Forest EvaluationLong term campaign started in September 2011. Key activities included: Building a community on Facebook and reaching out to existing communities on LinkedIn. Set up a stand-alone Facebook page vs. using IEG’s Facebook page.Outcomes: Four polls that generated over 720 votes/responses Over 100 comments on open-ended questions, mostly on LinkedIn networks Over 6,000 followers on Facebook 12
    13. 13. Forest Evaluation► Facebook Demographic 13
    14. 14. Forest Evaluation► LinkedIn groups targeting main stakeholders. Two most active groups were: REDD + Network Natural Resource Management Professionals Group 14
    15. 15. Forest EvaluationComments from LinkedIn► "In Nicaragua, for example, part of the Bosawas Reserve that is managed by the indigenous community was deforested 16 times less than the surrounding area. In Brazil, Alto Juruá, the oldest extractive reserve in the country, maintained 99 percent of its forest cover 10 years after it was created. Forests were protected while income diversification appears to have improved the livelihoods of local residents." - Comment on LinkedIn by a user who is the President at Satya Development International LLC. ► "My experience with the private forest contractors has been a depressing one. The forest contractors have played havoc with forest wealth in Pakistan, either working under the government forest departments or under the autonomous forest corporations. They have plundered and exploited the forest dependent communities as well." - Comment from a LinkedIn user from Pakistan. 15
    16. 16. Forest EvaluationFacebook Poll 16
    17. 17. Gender StudyEmployed blend of outreach and learning events: Shared findings through videos, pictures, web content Two learning workshops in Asia and Africa Online discussions following up learning workshops in the regions Video Conferences with 12 country stakeholdersOutcomes: Social collaboration platform with over 300 users Knowledge document reflecting recommendations and discussions from workshops, online discussions and video-conference Collaboration between a donor and country office to follow up with training needs 17
    18. 18. Gender Study 18
    19. 19. V. Lessons Learned► Need to deepen relationships with social media consumers► Team up with enthusiastic evaluation teams to champion social media work► Share knowledge relevant to followers and add to existing conversations► Create shorter and more visual content► Building relationships and communities takes time and commitment 19
    20. 20. V. Challenges► Finding the right voice and balance in sharing content and engaging► Mainstreaming evaluative work through social media in different cycles► Working with Corporate Procurement, Information Security, and Public Relations 20
    21. 21. Thank you! Alex McKenzie amckenzie@worldbank.org Bahar Salimova bsalimova@worldbank.org Follow us on Twitter @WorldBank_IEGFacebook @ www.facebook.com/IndependentEvaluationGroup 21

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