How to measure…. We’re becoming accustomed to mounting social media campaigns for just about everything, What can media accomplish? What can it affect? Restating those questions from an evaluation perspective translates to: how can one measure the impact of media?
Charles Gasper in the TCC Group Blog writes that effective use of media
- Draws attention to issues.
- Improves understanding of issues and possible solutions.
- Inspires people to care.
- Motivates people to do something.
- Connects people with solutions.
But are you effective? Do you evaluate or measure impact? Is your campaign — or evangelization effort — more than memes or “quotes”? Is there the kind of substance in your arguments that can influence others? Gasper notes that effective efforts
often consist of a series of content that have various components, which include:
Background awareness and education content that makes people aware of the issue and possible solutions.
Strong, seminal pieces that build on the background content to bring the issue and possible solutions to the forefront.
The background content tends to be short pieces, enough to convey a thought or idea and little more. The seminal pieces tend to be longer, perhaps in the form of a documentary, news piece, or town-hall meeting. They build on the content already presented, bringing attention to those issues that have been rattling around in the background.
And then, you have to evaluate at the four stages of any campaign.
Read about his evaluation scheme here. Do it. Do it right.