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Tracking the Impact of Social Change Videos

Measuring the impact of films and videos can be tricky. Some might say impossible. But building a measurement strategy around media can help inform whether what we are doing is actually working.

 
At this year’s Media That Matters conference, presented by the Center for Social Media at American University, speakers discussed the importance of  data and tracking.

Explaining Google's Knowledge Graph

A discussion via Google Hangout on Air about Google's Knowledge Graph, part of Social Media Week: DC.

 

Google unveiled its Knowledge Graph last year as a way to connect concepts across the internet– its own contribution to the “linked data” movement championed by World Wide Web architect Sir Tim Berners Lee.

 

While the Knowledge Graph will continue to improve the search experience for users, little is known at this early stage about its effect on search optimization; while its use by Google TV and YouTube will have a profound effect on the discoverability of internet video.

Video for Change: Distribution is Key

Sixty hours of video is uploaded to YouTube every minute. To compete in this media saturated environment, I often preach that NGOs should be a channel, continually pumping out information, telling stories about who they are and what they do. But creating content is only half the battle. A video is useless if it isn’t seen or isn’t seen by the right people. And this is especially true when talking about video for social or environmental change. So, how do we cut through the noise, rise to the top and ensure our videos make a difference? The answer is strategic distribution!

Why Nonprofits Should Care about Linked Data and the Semantic Web

by Kristen Milhollin

The meaning and implications of the semantic web have not been understood by many people outside of a very small cluster who have embraced it since World Wide Web Founder Tim Berners-Lee announced at TED in 2009  his idea that it would be useful if the internet did more than hold unrelated documents - if it instead began to hold more data, and link related data together in a logical framework. SpaceforGood takes a look at what Linked Data can do, and what nonprofits can do with it.

Expert Advice: Liz Norton/Stone Soup Films on Storytelling

  "There is a Movement Going On Here"

Liz Norton stated Stone Soup Films two years ago with two volunteers she found on Craigslist.  Now, the DC-based nonprofit that matches volunteer videographers and editors with nonprofits in need has an arsenal of hundreds of volunteers and has made over 13 projects for DC-area nonprofits in need.

While there are still challenges to overcome in getting nonprofit organizations to understand the value of video as a critical communications tool in the new, more visual and immediate online fundraising environment, Norton said that her organization has had an overwhelming response from the nonprofit community and from funders who recognize the potential for video in raising awareness about issues and the organizations who are addressing them.

Why Nonprofits Should Use Video: Aggregation Equals More Visibility for Your Organization

by Theresa Bucci

An important reason for nonprofits to invest in videos is the potential for your video to be aggregated by other organizations. The aggregation of multimedia is a great opportunity for raising visibility. Not only are nonprofits promoting videos to their social media followers, many are sharing videos produced by other organizations on their own websites - especially when the video explains an issue that their organization is invested in.

When a video is promoted and shared, the subject matter is presented using the institutions message(s) and brand. A well produced video will also include links back to the organizations website or social media pages. This scenario is especially useful for smaller nonprofits because it enables them to reach a potentially larger audience.

For example, I recently created a video for the International Center for Research on Women (ICRW), “Property Rights 101.” The video explains the importance of women in the developing world owning

Citizen Science Brings the Laboratories to the People

A fetching idea known as “citizen science” has accelerated in recent years, but it is really nothing new. Since the beginning of the 20th Century, the National Audubon Society, for example, has been harnessing people power to learn more about the health of wild bird populations.

Citizen Science Brings the Laboratories to the People

A fetching idea known as “citizen science” has accelerated in recent years, but it is really nothing new. Since the beginning of the 20th Century, the National Audubon Society, for example, has been harnessing people power to learn more about the health of wild bird populations. In fact, there are so many citizen science projects in the world today that you could easily conduct a simple internet search and find a project to participate in that strikes your fancy.

For Video Engagement, Relationship-Building is Critical

(Photo courtesy of PBS Documentary Slavery By Another Name)

 

When we engage people around our films and videos, what percentage of that audience are we retaining as long lasting advocates? Are we doing enough to maintain their involvement and what can we be doing better?

 

These questions were raised during my recent interview with Felicia Pride of the Pride Collaborative.

 

Pride has over ten years of experience working in media as a storyteller, content strategist, and educator. Her work has been featured by USA Today, NPR’s “Talk of the Nation,” and the Baltimore Sun.

 

Engagement is often seen as a one-time thing. However, Pride re-conceptualizes the idea by talking about it in terms of relationship-building.

 

The idea is that through relationships you can channel viewer passion into more sustainable involvement and you won’t lose them once the video viewership dies down.

If You Haven't Checked Out ReelSEO.com, Now Would Be a Good Time

There is a place where people who love to create videos can learn how to help other people find them, and that place is called ReelSEO.com.   There is a TON of information about YouTube: its quirks, its changes, what works, what doesn't.  There is also great information about creating effective video ad campaigns, accessibilty... pretty much everything you'd want to know about internet video creation and distribution.