1 Knowing Your Audience Readership analytics and editorial strategies for online news The Norman Lear Center Annenberg School for Communications & Journalism University of Southern California Todd Cunningham, Director Media Impact Project April 5, 2014 ISOJ 2014

Role that media play in changing knowledge, attitudes and behavior among individuals and communities, large and small, around the world. 3 MEDIA IMPACT

Media Impact Project is a global hub for collecting, developing and distributing the smartest approaches and best tools for measuring the impact of media. 4 MISSION STATEMENT

5 Lit Review Focus on organizations that are ‘culturally ready’ for impact measurement COLLECTING SMART APPROACHES

5 DATA REPOSITORY USER DASHBOARD & TOOLS ANALYTIC METHODS ANALYTICS ENGINE DATA ANALYTICS CENTER COLLECTING BEST TOOLS

6 DEVELOPING SMART APPROACHES The Participant Index (TPI) Compiles a collection of media performance data to assess the combined results of one’s actions taken across distinct types of entertainment media content Narrative films Documentary film TV (narrative and reality/unscripted) Short online video (narrative, documentary, PSAs) Plus, Internet Archive’s related closed-captioned news content

28 Users are exposed to the content Receiving a page view or a slide show, playing a video, printing or downloadedinga document, starting a live stream or podcast users share content with other people in their online and offline networks ing, liking on Facebook, sharing, tweeting/retweeti ng Users contribute and/or augment to content Rating/reviewing, posting a photo, participating in a chat, filling out a poll, commenting, writing a story User sign up to receive content Subscribing to an newsletter, registering, liking a Facebook page, downloading a mobile app User trades money or info for goods or services Donating, registering for an event, buying ………… THE VERBS OF ONLINE ACTIONS DEVELOPING SMART APPROACHES

Data Verb Type & Frequency Impact Model Other Observations IMPACT MEASURE classifier THE VERBS 29 cohorts MAPPING ACTION & IMPACT DEVELOPING SMART APPROACHES

Black Twitter/SCANDAL What would a set of best practices for audience research on social media look like if it had the end user of news/journalism organizations in mind? Ideal Conditions become ‘researchable moments’ Heavy audience involvementHeavy audience involvement Content engineered for social media activationContent engineered for social media activation Audience-created content unfolds in response to real-time exposureAudience-created content unfolds in response to real-time exposure Fluctuating collective of audiences rather than a clearly defined ‘community’Fluctuating collective of audiences rather than a clearly defined ‘community’ 9 DEVELOPING BEST TOOLS

10 DISTRIBUTING SMART APPROACHES AND BEST TOOLS (In progress) Populated by research papers, presented works, pilots from the media impact measurement communities of practice domestic and international news and entertainment across all platforms spanning sectors commercial non-profit academic activist governmental

11 Landscape Analysis What does the arc of the actual measurement experience of the person who is responsible for analytics look like? WHAT’S NEXT

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