Archive for Knight Foundation
Yesterday, I was very excited to launch the Media Impact Project, which aspires to be a global hub for the best research on measuring the impact of media. Supported by $3.25 million in initial funding from the Gates and Knight Foundations, I’m optimistic that the Norman Lear Center can help make media more accountable to audiences and contribute to a better understanding of the role that media plays in people’s lives.
The New York Times picked up the story and I was thrilled to see reporter Michael Cieply focus on this aspect of the program:
Not only do I get to go to TED this year (hooray!) but I also had the great pleasure of participating in a truly brain-tingling workshop whose goal was to help TED figure out how to better facilitate the spread of breakthrough ideas.
Of course everybody (and their mother) is obsessed with web analytics these days: how many hits did I get? How many likes? But media engagement pros (and the workshop was chock full of them) realize that counting clicks doesn’t really begin to tell the full story. Who’s clicking and why? Did they talk to their dad about that TED talk over breakfast? Did they laugh or cry? Did they feel empowered to do something? Did they make a donation? It can be really difficult to accurately measure the impact of any piece of media (including a TED video) without finding a way to bridge that daunting divide between online click trails and offline actions. One way to do it? Surveys!
I’m a big believer in supplementing rigorous web and social media analytics with survey research. And I’m an even bigger fan now that my team at the Lear Center has developed some innovative new methods for taking into account self-selection bias in media consumption (i.e., only certain people decide to see certain TED videos – there’s nothing random about it – which makes it tough to accurately measure impact).
So, imagine my delight when I heard that the Knight Foundation is partnering with TED to work on amplifying and measuring the impact of their content as it “ripples through society, producing technology tools and best practices for connected action.”
One key theme that emerged at the workshop this weekend was the importance of sharing the discoveries that TED will make when they develop their new kick-ass website and state of the art dashboards for tracking engagement. Information is power and nothing is more empowering to an engaged audience than access to information about how their beloved TED talks, along with all the content and actions that they themselves have generated, are moving the needle.
I’m looking forward to what comes of this . . . stay tuned!
If you’re at TED2013, be sure to check out the Knight-sponsored pavilion centered on Tech for Engagement.