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Measuring Social Media Impact: A closer look at the Knight Foundation’s Community Information Challenge. Presentation for:. RWJF Social Media Measurement Meeting Princeton, NJ April 25, 2013. Two Questions Guided the Evaluation of the Community Information Challenge.

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  1. Measuring Social Media Impact:A closer look at the Knight Foundation’s Community Information Challenge Presentation for: RWJF Social Media Measurement Meeting Princeton, NJ April 25, 2013

  2. Two Questions Guided the Evaluation of the Community Information Challenge Are communities becoming… More informed? More engaged? “I didn’t know how easy it could be to care for the environment.” “I am going to see if my neighborhood can start a recycling program.”

  3. We Utilized the Following Practices in Measuring Grantees’ Social Media Activities • Understand the goals of social media activity • Identify the metrics of success • Track changes with “offline” data IMPACT Evaluation Guide

  4. Understand the Goals of Social Media Activity

  5. We Needed a Framework to Understand the Impact of a Diverse Set of Information Projects

  6. Our Social Media Measurement Focused on Project-Level Outcomes Reaching target audience Engaging target audience

  7. We Began Identifying the Metrics of Success Selected We needed to look at changes that would take place online and offline

  8. Then We Mapped Outcomes to Key Performance Indicators (KPIs) % of visits by new visitors over time # of Fans, Followers, registered users # of attendees # comments, content uploads Donations, sign-ups, “conversions” Retweets, forwards, hosting events Lesson Learned: Solicit the help of social media experts to identify the most relevant social media metrics

  9. Entering Data in a Spreadsheet Provided Us with Information That We Could Use for Benchmarking Google Analytics Time trends Facebook Insights Twitter and Tweetreach YouTube “Custom” metrics

  10. We Plotted Grantee Data to Better Understand Project Reach Projects in this quadrant have shown the greatest growth in reach through their website Average Monthly Growth in Percentage of Visits from New Visitors Average Monthly Growth in Visits Source: Anonym zed data from KCIC Year-End Evaluation Report (2010)

  11. So What about Impact?

  12. Track Changes with “Offline” Data • Does filling out an online petition or sharing photos through a nonprofit Flickr account provide information about participation in “real world” activities? We needed to examine the intersection of online andoffline behaviors Online Engagement Offline Engagement

  13. Some Evidence of Real-World Engagement Could Be Found Online GrowWNY, Buffalo NY What actions are people taking? Source photo by Kate Mini Hillman on GrowWNYFlickr photostream (http://www.flickr.com/photos/growwny/6035588130/in/photostream.

  14. We Collected Data Using More “Traditional” Evaluation Methods to Fully Understand Impact • Additional Data Were • Collected Using… • Grantee Surveys • Interviews • Qualitative (Content) Analysis • Audience or Post-Event Surveys • Registered User Surveys Are people acting differently? How are attitudes changing? How is social media being used? By whom?

  15. Many Questions Still Remain How Do We Know… What “good” looks like? If we are reaching the already converted? If online “action” is leading to end-game impact?

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