jessica clark: making your media matter 2010
DESCRIPTION
This presentation offers an overview of recent research by the Center for Social Media on models for assessing public media impactTRANSCRIPT
New Models for Impact Assessment
Researchers:Jessica Clark, Center for Social Media
Tracy Van Slyke, The Media ConsortiumSue Schardt, Association of Independents in Radio
Thursday, May 13, 2010
Impact SummitsThursday, May 13, 2010
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
Thursday, May 13, 2010
Engaging Your NetworksThursday, May 13, 2010
. 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?
Media makers must learn to work with users who are connected to multiple networks and can distribute, amplify, and serve asambassadors for the media producer’s content.
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
OUTLETS
PLATFORMS
CONTENTvideophotos
blog posts
gossipopinions
information
donationsreferralsaction
debatecommitteesinteractions
NETWORK CONNECTIONS
Thursday, May 13, 2010
. 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?
UNIFYING ELEMENT
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.
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
CONTENT
NETWORK CONNECTIONS
PRODUCERS
PLATFORMS
Thursday, May 13, 2010
CONTENT
NETWORK CONNECTIONS
nonprofitscompanies
political partiesadvocacy groups
. 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?
Media makers can also harness more durable networks of users -- hosted or organized by institutions such as nonprofits orcampaigns -- to share content, offer crowdsourcing opportunities, and develop fundraising relationships.
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
PRODUCERS
PLATFORMS
INSTITUTION
Thursday, May 13, 2010
. 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
Media makers and outlets can form collaborative networks to jointly report on complex issues, and structure new models forinnovation and revenue.
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
CONTENT
UNIFYING ELEMENT
NETWORK CONNECTIONS
MEDIA OUTLETS
PLATFORMS
Thursday, May 13, 2010
. 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?
UNIFYING ELEMENT
Networks that combine media outlets, nonprofits, and grassroots organizations can work together to drive traffic, build buzz, andraise the stakes around particular issues or events.
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
INSTITUTIONS
CONTENT
NETWORK CONNECTIONS
PRODUCERS
Thursday, May 13, 2010
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:
Produced by Tracy Van Slyke and Jessica Clark .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
. solicit citizen reports
. crowdsource data analysis
. check facts
. conduct interviews
. organize online or. offline action: petitions,. rallies, screenings, etc.
. pressure policymakers to . take a stand
. spread links and stories to. personal and institutional. networks
. urge further coverage of. issues in related outlets
. pass on stories to change-. makers and policymakers
. raise dollars for a story,. an outlet, a reporter, or an. investigation
. share your story of impact . to raise support and. enthusiasm for new. projects
. cull tips and leads
. brainstorm story ideas
. provide expertise
. reveal pressing issues
. organize relevant. source links
. help build data sets,. timelines and visualizations
. assemble related stories
. provide feedback on impact:. anecdotes, survey replies. (NOTE: See Beyond the. Echo Chamber for tips on. assessing impact)
Thursday, May 13, 2010
Investing in ImpactThursday, May 13, 2010
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
Thursday, May 13, 2010
Elements of Impact:
Thursday, May 13, 2010
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
Thursday, May 13, 2010
Spreading the ZingThursday, May 13, 2010
Makers Quest 2.0
8 projects, administered by AIR
Multiplatform, participatory, producer-led
$40,000 each
Assigned broadcast partners
Duration: April-August 2009
Thursday, May 13, 2010
NPR Weekend Edition
Chattanooga FeatureAugust 22, 20091.5 million AQH*
Wisconsin Public Radio
Spectrum WestProfile of Amy Fichter
March 19, 20103,400 AQH*
Connecticut Public Radio
Segment on MMS Featuring Amy Fichter
October 27, 20095,000 AQH*
NPR Weekend Edition
San Luis Feature September 12, 2009
1.5 million AQH*
New Hampshire Public Radio
Segment on Mapping Main Street
September 2, 20096,800 AQH*
NPR Weekend Edition
Lewistown Feature
October 17, 20091.5 million AQH*
*Source NPR National Estimates, Spring 2009
80 Main Streets 1,105 photos
300 Main Streets 2,500 photos
571 Main Streets 6,653 photos
10,466 Main Streets 923,205 photos
Amy Fichter hosts exhibition of her MMS photographs in Pepin Art & Design Center (WI)
Amy Fichter takes first of 320 photographs for Mapping Main Street
Exhibition in Groton, MA by photojournalism students at Andover Academy
8 week workshop with students from NYC public high schools for WNYC’s Radio Rookies Short Wave CUNY Graduate School of JournalismLawrence Academy
University of Missouri Writing Workshops
Judge Memorial High School
Columbia Graduate School of Architecture
USC Annenberg Alhambra ProjectGothamist
WorldChanging
YouthVoices
VeryShortList
Ed Tech TalkTeachers Teaching Teachers
Urban Omnibus WNYC Culture Blog
Current Knight Idea LabBerkman Center Luncheon Series
Public Radio Program Directors Conference Chashama Film Festival Northeastern College of Arts, Media and Design
National Center for Media Engagement Peer Webinar
National Black Programming Consotrium Public Media Corps
Keynote at Web 2.0pen mic for Regional Youth Media Arts Consortium
August 2009 January 2010 May 2010 May 2012
The Impact of MQ2’s Mapping Main Street Citizen Media
BroadcastMedia
Education
PublicEngagement
Thursday, May 13, 2010
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
Thursday, May 13, 2010
Learn more:www.futureofpublicmedia.net
Thursday, May 13, 2010