WITNESS Creates Sophisticated Evaluation Tools for Video Impact

Katie Donnelly

Last month, Jessica Clark and I explored how various Public Media 2.0 projects are measuring their level of success in informing and engaging publics. We found that many public media organizations are struggling to measure impact -- and some are relying only on traditional indicators of reach, as opposed to other elements of impact such as relevance, inclusion, engagement or influence. Some projects, however, are taking a more holistic approach that is matched closely to their mission.

The international human rights group WITNESS, which provides training, support and visibility for local groups producing documentaries about human rights issues, has created a Performance Dashboard that tracks more than just the number of viewers. Using "at a glance" metrics, descriptive analysis and direct feedback from participants, the Performance Dashboard provides a concise overview of impact.

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