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Jessica Clark: Making Your Media Matter 2010

This presentation offers an overview of recent research by the Center for Social Media on models for assessing public media impact

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Jessica Clark: Making Your Media Matter 2010

  1. 1. New Models for Impact Assessment Researchers: Jessica Clark, Center for Social Media Tracy Van Slyke, The Media Consortium Sue Schardt, Association of Independents in Radio Tuesday, May 11, 2010
  2. 2. Impact Summits Tuesday, May 11, 2010
  3. 3. 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 Tuesday, May 11, 2010
  4. 4. Engaging Your Networks Tuesday, May 11, 2010
  5. 5. Media makers must learn to work with users who are connected to multiple networks and can distribute, amplify, and serve as ambassadors for the media producer’s content. . 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? CONTENT video gossip photos opinions blog posts information NETWORK CONNECTIONS donations debate referrals committees action interactions OUTLETS PLATFORMS Produced by Tracy Van Slyke and Jessica Clark Illustrations by Lindsay Jane Tuesday, May 11, 2010
  6. 6. 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. . 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? CONTENT NETWORK CONNECTIONS UNIFYING ELEMENT PRODUCERS PLATFORMS Produced by Tracy Van Slyke and Jessica Clark Illustrations by Lindsay Jane Tuesday, May 11, 2010
  7. 7. Media makers can also harness more durable networks of users -- hosted or organized by institutions such as nonprofits or campaigns -- to share content, offer crowdsourcing opportunities, and develop fundraising relationships. . 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? CONTENT NETWORK CONNECTIONS INSTITUTION nonprofits companies political parties advocacy groups PRODUCERS PLATFORMS Produced by Tracy Van Slyke and Jessica Clark Illustrations by Lindsay Jane Tuesday, May 11, 2010
  8. 8. Media makers and outlets can form collaborative networks to jointly report on complex issues, and structure new models for innovation and revenue. . 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 CONTENT NETWORK CONNECTIONS UNIFYING ELEMENT MEDIA OUTLETS PLATFORMS Produced by Tracy Van Slyke and Jessica Clark Illustrations by Lindsay Jane Tuesday, May 11, 2010
  9. 9. Networks that combine media outlets, nonprofits, and grassroots organizations can work together to drive traffic, build buzz, and raise the stakes around particular issues or events. . 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? CONTENT NETWORK CONNECTIONS UNIFYING ELEMENT INSTITUTIONS PRODUCERS Produced by Tracy Van Slyke and Jessica Clark Illustrations by Lindsay Jane Tuesday, May 11, 2010
  10. 10. 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: . cull tips and leads . solicit citizen reports . brainstorm story ideas . crowdsource data analysis . provide expertise . check facts . reveal pressing issues . conduct interviews . raise dollars for a story, . organize relevant . an outlet, a reporter, or an . source links . investigation . help build data sets, . share your story of impact . timelines and visualizations . to raise support and . assemble related stories . enthusiasm for new . projects . provide feedback on impact: . spread links and stories to . anecdotes, survey replies . personal and institutional . . organize online or . networks (NOTE: See Beyond the . offline action: petitions, . urge further coverage of . Echo Chamber for tips on . rallies, screenings, etc. . issues in related outlets . assessing impact) . pressure policymakers to . pass on stories to change- . take a stand . makers and policymakers Produced by Tracy Van Slyke and Jessica Clark Illustrations by Lindsay Jane Tuesday, May 11, 2010
  11. 11. Investing in Impact Tuesday, May 11, 2010
  12. 12. 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 Tuesday, May 11, 2010
  13. 13. Elements of Impact: Tuesday, May 11, 2010
  14. 14. 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 Tuesday, May 11, 2010
  15. 15. Spreading the Zing Tuesday, May 11, 2010
  16. 16. Makers Quest 2.0 8 projects, administered by AIR Multiplatform, participatory, producer-led $48,000 each Assigned broadcast partners Duration: April-August 2009 Tuesday, May 11, 2010
  17. 17. The Impact of MQ2’s Mapping Main Street Citizen 80 Main Streets 300 Main Streets 571 Main Streets 10,466 Main Streets Media 1,105 photos 2,500 photos 6,653 photos 923,205 photos Broadcast Media Education Public Engagement NPR Connecticut Wisconsin Public Radio Weekend Edition Public Radio Spectrum West Segment on MMS Profile of Amy Fichter NPR Lewistown Feature Amy Fichter takes first of 320 photographs for Featuring Amy Fichter Amy Fichter hosts exhibition of her MMS photographs in Weekend Edition Mapping Main Street Pepin Art & Design Center (WI) March 19, 2010 October 27, 2009 3,400 AQH* 5,000 AQH* October 17, 2009 1.5 million AQH* Chattanooga Feature August 22, 2009 1.5 million AQH* 8 week workshop with students from NYC public high Judge Memorial High School Keynote at Web 2.0pen mic for Regional Youth Media Arts Consortium schools for WNYC’s Radio Exhibition in Groton, MA YouthVoices Lawrence Academy by photojournalism Columbia Graduate School of Architecture Rookies Short Wave CUNY Graduate School of Journalism NPR Gothamist Ed Tech Talk Teachers Teaching Teachers students at Andover Academy University of Missouri Writing Workshops USC Annenberg Alhambra Project Weekend Edition Urban Omnibus WNYC Culture Blog San Luis Feature New Hampshire Public Radio National Black Programming Consotrium Public Media Corps Segment on Mapping Public Radio Program Directors Conference Chashama Film Festival Northeastern College of Arts, Media and Design September 12, 2009 Main Street 1.5 million AQH* Current Berkman Center Luncheon Series National Center for Media Engagement Peer Webinar September 2, 2009 Knight Idea Lab 6,800 AQH* WorldChanging VeryShortList August 2009 January 2010 May 2010 May 2012 *Source NPR National Estimates, Spring 2009 Tuesday, May 11, 2010
  18. 18. 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 Tuesday, May 11, 2010
  19. 19. Learn more: Tuesday, May 11, 2010