The Engagement Metric: Join us for a workshop

Joy Mayer, 2010-2011 Fellow

I’ve interviewed dozens of journalists this year about their relationships with their communities or audiences. We’ve talked about what “engagement” means to them.

I end most interviews by asking folks how they know if they’ve achieved “engagement.” Can it be measured or assessed? And if so, how?

I’m thrilled to announce that I’m planning an event for the conclusion of my fellowship on just that topic.

The Engagement Metric: Measuring the effectiveness of outreach, conversation and collaboration, May 4-5, 2011

News organizations are acknowledging that enhanced engagement with their communities is something they should be striving for. Most don’t have a specific strategy for achieving it, though, or sometimes even a clear sense of what “it” is. Even among the industry leaders who have aggressive engagement strategies, there is widespread head-scratching at how to measure the impact or success of those efforts, and whether success can be tied to the bottom line.

Experts in other areas have plenty of experience measuring the effectiveness of outreach strategies, the motivations for interactivity, how to increase user investment and how to be an authentic part of a community.

This workshop-style event aims to bring together journalists with real problems to solve and experts from other disciplines who can help solve them.

My goal is to bring in journalists who have embarked on an engagement journey of some sort. I want to ask them to, in advance of the workshop, submit their specific questions and problems. Then I want to bring in experts from other disciplines who can help solve them.

This won’t be a speaker-driven event. It won’t be another example of journalists trying to solve all their own problems. Instead, think what we have to learn from disciplines and industries such as market research, analytics, online collaboration, community organizing, anthropology, nonprofits and civic activism. Some of my most enlightening interviews have been with folks in these areas. I want to get us all in one room.

The agenda is a work in progress. Let me know if you have suggestions for specific people or disciplines you’d like to see included, or if you have questions about the event. I hope to see you here in May.