The document discusses the challenges of measuring the impact of new media due to multiple disruptors like new platforms, devices, and engaged users. It describes some combined metrics attempted by companies like Nielsen but notes that not everything can be quantified. The document advocates measuring other impact dimensions like social influence, spreadability, social change, and infrastructure. It defines public media 2.0 as content that engages publics to take action on issues and questions how its impact can be measured in an integrated way. Experts in the field are listed that could help address this question.

1. Measuring New Media’s Impact
Jessica Clark
Center for Social Media
American University
www.futureofpublicmedia.net
Wednesday, June 3, 2009

2. Multiple disruptors:
• Flood of platforms & devices
• Multiplatform production
• New forms of engagement
• Networked, multitasking users
Wednesday, June 3, 2009

3. Attempts at combined metrics:
• Integrated Media Measurement
• Nielsen’s Anywhere Anytime
Media Measurement (A2/M2)
•NBC’s Total Audience
Measurement Index (TAMi)
Wednesday, June 3, 2009

4. But, as Albert Einstein said:
Not everything that can be
counted counts, and not
everything that counts can be
counted.
Wednesday, June 3, 2009

5. Other impact dimensions:
• Authority: Linkfluence
• Spreadability: Media Cloud
• Social change: Fledgling Fund
• Infrastructure: Miro
Wednesday, June 3, 2009

6. Public media 2.0 as we define it:
“Media for public knowledge
and action.”
i.e—content/contexts that engage
publics to form around shared
issues, deliberate, and then act.
Wednesday, June 3, 2009

7. Our big question:
How can we create our own
integrated public media 2.0
impact measurements?
Wednesday, June 3, 2009

8. Our experts:
• Mark Fuerst, IMA
• Ellen Schneider, Active Voice
• Shabbir Safdar, Virilion, Inc.
• Kate Coyer, Central European U.
Wednesday, June 3, 2009