https://devsummit.aspirationtech.org/index.php?title=Vanity_Metrics&feed=atom&action=historyVanity Metrics - Revision history2024-03-28T16:47:15ZRevision history for this page on the wikiMediaWiki 1.35.1https://devsummit.aspirationtech.org/index.php?title=Vanity_Metrics&diff=743&oldid=prevVivian: 1 revision imported2015-05-11T22:59:22Z<p>1 revision imported</p>
<p><b>New page</b></p><div>David, Paul, Amanda, Tomas, Linda, Jenny<br />
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Measuring impact through Social Media Metrics<br />
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How can we measure engagement and impact?<br />
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Using social media as a measure of reach isn't always useful.<br />
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Choosing metrics for success? <br />
What would be ideal meatrics to measure success vs using the metrics that are available.<br />
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Understanding the role of sample size and basic statistics in the value of the metrics<br />
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Mapping data metrics onto qualitative metrics.<br />
Data culture at Avaaz.<br />
Principles around using statistics at avaaz<br />
* Stats is how we listen? <br />
** Anyone can send an email to 10,000, then measure impact before sending out to more people.<br />
** Measurements include impact, growth and virality (weighting varies by campaign)<br />
* Stats is a mindset - Grow it<br />
* Stats is a good slave but a terrible master<br />
* Stats are like a crime, investigate them<br />
* Stats have a comfort zone, stay within them<br />
* Stats lie without context<br />
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In data visualization:<br />
* There is an issue with the point of view of the client, where every individual sees something different from the same visualization<br />
* When doing this fast, and on a large scale, it becomes harder to interpret<br />
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Using field workers to generate metrics<br />
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Metrics as a tool for comparing experiments<br />
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Organizing work at The Chinese Progressive Association:<br />
* How do we shift value in the community<br />
* The more they talk about positive stories the more people talk about the issues. <br />
* Example: an increase in connections from teenage chinese can be difficult to explain or understand<br />
* Tracking shifts in individuals (i.e. do values shift over time/years) - anecdotal tracking<br />
* Qualitative measurements of community leaders<br />
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The Dynamics of lasting change. On one side is the meaningful change done by fieldwork effecting individuals, on the other side avaaz works with large scale technologies to impact change. <br />
Avaaz aggresively checks back with supporters (wisdom of the crowd). Testing everything, as a democratic tool. <br />
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If you trust the constituents and can ask them, you have a way to measure effectiveness. But if your online supporters are not your constituents, that may be a problem. There may be value in reaching the on-line crowd to get them to impact the actual constituents. <br />
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Useful metrics in Social Change and advocacy:<br />
* Measuring virality - Does a specific message resonate beyond your base<br />
** Number of generations a piece of content has (sharing) vs the time it has existed. <br />
** Can using testing tools end up simplifying or exagerating your message?<br />
** Can we measure if people blindly retweet, or do they paraphrase the message? (avaaz says it cna be measured, but has no impact)<br />
** Clustering as a driver of virality?<br />
* Often we cannot have a success metric, except the judgment of participants or field workers. <br />
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Engagement metrics in a network of blogs that cover education policy. <br />
As of now there isn't a clear measure of success, but they have access to ethnographers. <br />
Education policy may be a good testbed because a particular blog may be the only source of information on school policy in a particular community. Therefore isolating success may be easier. <br />
There is an ability to measure the resulting actions (i.e. are people requesting changes in school policy). <br />
Combine that with tracking of how datapoints (i.e. spending figures) get used in conversation. <br />
* A conversation or a meme-replication metric. Especially if it includes new data-points (to isolate the cause)<br />
* Measuring influencers. Are these people using our data.</div>Vivian