This document provides training for coders to analyze digital activism campaigns. Coders will review campaign descriptions and code 11 variables for each case to measure campaign effectiveness. The variables include details on campaign goals, outcomes, and whether goals were realized. Coders are instructed to identify the number of goals, outcomes that achieved goals, unintended outcomes, and goals that were not achieved due to lack of outcome information. The coding aims to systematically analyze campaigns and quantify results to better understand their success in creating change consistent with campaign goals.

1. GLOBAL DIGITAL ACTIVISM DATA SET 2.0 ADDENDUM
Measure of Campaign Effectiveness
CODER TRAINING
December 2, 2013

2. RESEARCH QUESTION
• How
successful are digital activism campaigns,
where success is defined as change over time
which is consistent with the goals enunciated by
the campaign?

3. METHOD
• Use
content analysis
• ...to
ask questions about a large number of digital
activism campaigns
• ...and
end up with quantitative and comparable
answers.

4. PURPOSE OF THIS CODING
• To
add variables that more accurately measure
digital activism campaign effectiveness.

5. GENERAL PROCESS
• Read
descriptions of digital activism campaigns from blog posts
and news stories provided to you.
• ...and
turn that information into comparable data.
sources: Global Voices, Greenpeace, Fahamu

6. GENERAL PROCESS
• 1. Read
descriptions of digital activism campaigns.

7. GENERAL PROCESS
• 2. Answer
questions about those campaigns using the variables
in the codebook.

8. GENERAL PROCESS
• 3. Submit
your
variable values for
each campaign
using the online
coder form.

9. THE VARIABLES
You will code 11 variables
for each case.

10. THE VARIABLES
• 1: Coder and Case Meta-Data
1. Caseid: Unique Numeric Identifier
2. Coder: Your Name
• 2: Measures of Goal Definition
1. Allgoal: Description of Campaign Goal(s)
2. Goalnum: Number of Campaign Goal(s)

11. THE VARIABLES
• 3: Measures of Goal Realization
1. Allout: Description of Campaign Outcomes
2. Goalout: Description of Campaign Goals Realized
3. Goaloutnum: Number of Campaign Goals Realized
4. Goalouttype: Highest Level of Campaign Goal Realization
5. Nooutnum: Number of Goals for which Outcome
Information Was Not Available
• 4: Measures of Goal Non-Realization Outcomes
1. Posout: Description of Non-Goal Positive Outcomes
2. Negout: Description of Non-Goal Negative Outcomes

12. THE LOGIC
If this helps - great!
If not, ignore it :)

13. THE LOGIC
There is not perfect alignment.
All
Campaign
Goals
All
Campaign
Outcomes

14. THE LOGIC
Some goals do not result in outcomes.
All
Campaign
Goals
Some outcomes are not intended by the goals.
All
Campaign
Outcomes

15. THE LOGIC
Goals that do not correspond
to outcomes
NOOUTNUM
All campaign goals
ALLGOAL
GOALNUM
These represent
goals for which outcome
information is not available.
Goals that correspond to
outcomes
GOALOUT
GOALOUTNUM
GOALOUTTYPE
These represent
goals that are achieved.
All Campaign Outcomes
ALLOUT
Outcomes that do not
correspond to goals
POSOUT
NEGOUT
These represent
unintended outcomes
of the campaign.

16. THE LOGIC
Evaluating success requires not only the determination of the extent to which goals are realized.
Additional outcomes of the campaign, both consistent and inconsistent with those goals, should
also be taken into account.
Goals that do not correspond
to outcomes
NOOUTNUM
All campaign goals
ALLGOAL
GOALNUM
These represent
goals for which outcome
information is not available.
Goals that correspond to
outcomes
GOALOUT
GOALOUTNUM
GOALOUTTYPE
Outcomes that do not
correspond to goals
POSOUT
NEGOUT
These represent
goals that are achieved.
These represent
unintended outcomes
of the campaign.

17. THE LOGIC
Another way to understand the outcome variables:
Goal-Inconsistent
Goal-Consistent
Positive
Negative
Goal Realization
(empty set)
Goal Non-Realization
Non-Goal Negative Outcomes
NEGOUT
Measures of Goal Realization
GOALOUT
GOALOUTNUM
GOALOUTTYPE
Non-Goal Positive Outcomes
POSOUT

18. NOW LET’S READ THROUGH
THE CODEBOOK