Posts tagged with 'tracy van slyke'
The Media Consortium is pleased to release a mini-report in collaboration with the Center for Social Media. Investing in Impact: Media Summits Reveal Pressing Needs, Tools for Evaluating Public Interest Media was developed out a series of “Media Impact Summits” that took place in seven cities around the country throughout the first quarter of 2010.
Jessica Clark of CSM and Tracy Van Slyke of TMC drew together dozens of leading public interest media makers, funders and researchers from Chicago, New York, Miami, Los Angeles, San Francisco, Washington, DC, and Boston to address the question that many media makers are asking themselves: “How do you know your media matters?”
Insights from those summits are the basis for Investing in Impact, which outlines the major arguments for assessing impact, synthesizes the five top impact evaluation needs, and proposes five new tools for public interest media assessment. As a quick highlight, the five overarching needs expressed by summit attendees include:
- Getting on the same page: Developing shared categories of impact assessment
- Following the story: Tracking the movement of content and frames across platforms and over time
- Contextualizing the anecdotal : Refining methods for analyzing shifts in public awareness, deliberation and behavior
- Understanding our users: Creating more sophisticated profiles of audience demographics, habits and concerns
- Moving beyond market assumptions: Defining the uses and limitations of commercial metrics schemes for assessing public interest media
And the five proposed tools to help public interest media makers assess their impact include:
- Putting it all in one place: Building a unified social media dashboard
- Chasing the frame: Building a social issue buzz tracker
- Telling your story of impact: Developing model formats and processes for strategically communicating outcomes
- Asking the right questions: Creating common survey tools for evaluation and audience assessment
- Identifying networks: Creating a suite of tools that track the growth, health and effectiveness of networks
We encourage you to read and download the analysis (see below) and share it with your colleagues and peers. We also hope that you feel free to leave comments at one or or both of our web sites. If you would like to tweet about the report, please use the hashtag #mediaimpact.
We hope Investing in Impact begins to answer the questions of many public interest media makers, funders and allies on why and how to define and assess impact. CSM and TMC are both committed to continuing this conversation and working with partners to test out these theories and build out proposed tools.
Lawmakers are increasingly stepping up to address the crisis in the journalism business. Speaker of the House Nancy Pelosi wrote a letter in March 2009 to U.S. Attorney General Eric Holder urging the Justice Department to consider an antitrust exemption to help newspapers survive. The public benefit of saving newspapers might outweigh historical concerns about anti-competitive behavior. In Connecticut, among other places, lawmakers are also intervening to keep newspapers alive. Pelosi’s letter prompted a House Judiciary Committee hearing the following month about problems in the newspaper industry.
If government officials had the will, they could support the public value of media in many ways besides loosening up anti-trust regulations for failing newspapers. How far they will go remains to be seen. “There is this massive behind-the-scenes, epic, political battle being waged inside the beltway, right now, between the forces that want to create this more open, distributed, participatory media and telecommunications future and those who favor a centralized, command and control regime, a reinstitution of command and control in all of these new media in telecommunications systems,” said Sascha Meinrath, Research Director for the New America Foundation, during a speech at eComm in March 2009. (more…)