For the Center for Investigative Reporting's "Dissection F" on September 24, 2014, I presented The World's engagement efforts, how we're tracking impact, and how CIR's impact indicators fit into these examples of impact.
4. Impact Goals
Get people talking — not just sharing,
but making new connections between
their lives and our stories.
5. How we measure impact
Narratives: “Conversations”
Analytics: Group members, newsletter
subscribers, number of comments
6. Using the new taxonomy
Micro change: Occurring at the level of
the individual, who has an increased
level of knowledge or change in
attitude, opinion and/or behavior.
Meso change: Shifts in discourse,
reframing an issue in the public debate
or a change in public opinion
8. Micro Change
A) Individual awareness . Our coverage leads to individuals
being aware of — or increasingly concerned about — the
experience of immigrants in the US.
-Direct Audience feedback
-Request for more information
-Discussing with friends/family
11. Micro Change
A) Individual awareness . Our coverage leads to individuals
being aware of — or increasingly concerned about — the
experience of immigrants in the US.
-Direct Audience feedback
-Request for more information
-Discussing with friends/family
B) Individual attitude change. Our listeners’ attitude changes
after hearing our coverage.
-Direct Audience feedback
14. Micro Change
A) Individual awareness . Our coverage leads to individuals
being aware of — or increasingly concerned about — the
experience of immigrants in the US.
-Direct Audience feedback
-Request for more information
-Discussing with friends/family
B) Individual attitude change. Our listeners’ attitude changes
after hearing our coverage.
-Direct Audience feedback
C) Individual behavior change after experiencing our content.
-Changes in consumption/lifestyle
-Civic engagement
18. Meso Change
A) Group awareness . Our coverage leads to groups and
communities being aware of — or increasingly concerned
about — the experience of immigrants in the US.
-Discourse shift
B) Civic engagement. Our listeners engage in civic life in a new
or changed way.
-Community meetings
C) Changed priorities. Content and its impact initiates changes
priorities in an organization.
-Organization covers topic more
Editor's Notes
Our beats
-We find the stories that provide a surprising global perspective from today’s headlines, stories focused on the people and places the news impacts.
-Example: Instead of reporting the trend for Western women leaving to join ISIS, we profiled one woman who left and now her family is looking.
-evaluating our journalism beyond clicks and shares
-evaluating our journalism beyond clicks and shares
-Global Nation coverage
-has an increased level of knowledge or change in attitude, opinion and/or behavior.
-evaluating our journalism beyond clicks and shares
-460 members of a vibrant and active Facebook group
-helps inform stories. Results in private emails as well
-Connects with each other (sharing resources, telling stories)
-evaluating our journalism beyond clicks and shares
-one woman wants to quit smoking hookah after reading the story
-evaluating our journalism beyond clicks and shares
-Monica Campbell received several emails from audience inquiring how to support the couple mentioned in the story and LGBT asylum seekers more generally.
-Referred them to the resettlement agency referred to in the story.
-That agency also reported receiving a number of requests to support their organization, although they did not quantify how many.
-Majority of these are micro changes (awareness)
71% shared and discussed with family
-Rape in the Fields: Lindsay Green-Barber concluded that MACRO outcomes like a Senate Bill followed waves of MESO outcomes (public debate).
-evaluating our journalism beyond clicks and shares