Section 7: Three easy ways to gather evidence from media engagement
This section covers:
Social media analysis
The funnel approach
Three key tools that are regularly used effectively to evaluate the significance of impact arising from media coverage are: i) social media analysis; ii) a funnel approach, in which you direct a proportion of an audience to a website or other mechanism where you can follow up with them; and iii) before/after polling of media audiences.
Each of the methods does three important things: they identify and describe benefits arising from media engagement; they do this based on a sample of the population who engaged; and they demonstrate cause and effect between the research and the benefits, so any impacts claimed are clearly attributable to the research.
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