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

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
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2. Impact Summits
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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
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4. Engaging Your Networks
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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 .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Thursday, May 13, 2010

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 .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Thursday, May 13, 2010

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 .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Thursday, May 13, 2010

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 .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Thursday, May 13, 2010

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 .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Thursday, May 13, 2010

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 .www.beyondtheecho.net. Illustrations by Lindsay Jane .www.lindsayjane.net.
Thursday, May 13, 2010

11. Investing in Impact
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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
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13. Elements of Impact:
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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
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15. Spreading the Zing
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16. Makers Quest 2.0
8 projects, administered by AIR
Multiplatform, participatory, producer-led
$40,000 each
Assigned broadcast partners
Duration: April-August 2009
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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
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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
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19. Learn more:
www.futureofpublicmedia.net
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