Audience EngagementWhen analyzing an outreach campaign, increasing the audience is essential for the growth of the campaign. In the age of social media, this is much easier to quantify than in the past. We can measure who is actively following a campaign and getting continuous updates from the campaign directors, as well as gauging how audiences react to campaign content through likes, shares and comments. Looking at the metrics as a whole gives us one perspective of how the general audience feels about certain posts, but we wanted to explore beyond the base metrics. We decided to go further than observing the overall audience patterns, and see what these patterns look like when accounting for how often users interact with a campaign. Was there a way to observe engaged user patterns and how do those patterns compare with the general engagement readings?
As an organization interested in media impact, our “water cooler” chatter around the office often includes viral media , music we’re addicted to, and media trends that affect us. Read on to see the meaningful media and cultural phenomenons HI staff has been talking about in August:
- Featuring: Media Coverage of Women During the Olympics
- Frank Ocean: The Blonde Album
- Stranger Things
- Colin Kaepernick and the National Anthem
In our final installment in this series on film festivals and social networks, we’ll look at what insights a media maker can learn from our analysis in order to further optimize their festival application strategy as they answer the big question:What festivals could introduce my film to topic-relevant social issue influencers?
This is the third of four posts mapping online social networks; today we’ll be focusing on film festival organizations and their reach within these networks. (If you’re just joining us, you can read more about the series here and here.) Specifically, we’ll be addressing the following questions, as posed by a hypothetical festival organizer:Which festivals reach social issue influencers? Where does my film festival rank among film festivals’ social issue engagement as a whole? What social issue network(s) have I attracted attention from in the past and which should I target in the future?
We’ll begin our multi-part analysis of social networks from the perspective of an issue advocate asking the following questions:Who is talking about my issue online? Do these individuals cluster around specific topics? How do the various issue networks compare in size and structure? Which, if any, are connected to (or likely to be influenced by) film festivals?
There are many reasons to participate in a film festival. For documentary filmmakers in search of an audience, festivals provide access to communities of interest and practice, and hold promise for distribution deals and broader public exposure. From the largest and best-known—think Sundance, Tribeca, and South by Southwest—to smaller, themed events like the Green Film Fest, there are many festivals to choose from; by some counts, this number is well in the thousands. Criteria such as reputation and popularity steer filmmakers and attendees toward the most prominent among them. But no two audiences are alike; the extent to which a film may or may not resonate with its viewers is, for many hopefuls, a great unknown.It’s certainly not an easy nut to crack. Luckily, emerging methods from computational social science can help us begin to distinguish among festival audiences—and provide concrete information to help guide participants to those events most appropriate for their particular project.
As an organization interested in media impact, our “water cooler” chatter around the office often includes TV series that moved us, games we’re addicted to, and media trends that affect us. Read on to see the meaningful media and cultural phenomenons HI staff has been talking about in July:
- Featuring: Pokémon Go
- Orange is the New Black and Mother Jones
- Male Sexual Assault on Television
- YouTube Music
1. Featured Analysis: Pokémon GoThey’re everywhere. The launch of Pokémon Go, an augmented reality game, has allowed for masses of people to participate in a mutual journey to catch Pokémon. As players vie to “catch em all,” they are instructed to walk around in pursuit of Pokémon. As players roam neighborhoods, they are notified of Pokéstops (areas that provide free items), lures (areas that are drawing Pokémon for 30 minutes), and Pokémon spawning in the area. A GPS tracker calculates steps as players walk. The game is compelling, addicting, and has gone viral since its July 6 release.
As an organization interested in media impact, our “water cooler” chatter around the office often includes TV series and movies that made us think, podcasts that moved us, or video games we are addicted to. Read on to see the meaningful media HI staff has been talking about in March:
- Featuring: Hamilton – History in the Limelight
- Horace and Pete
- House of Cards
- League of Legends
- *Honorable Mention: That Dragon, Cancer and Thank You For Playing
In January and February, Netflix’s documentary series, Making a Murderer, was the talk of the office. The documentary seemed to be sparking an exceptional amount of conversation on social media and generating a significant amount of new dialogue around issues in the criminal justice system, especially among new audiences. We wanted to know, did our impressions hold true?
As an organization interested in media impact, our “water cooler” chatter around the office often includes TV series and movies we are addicted to, viral media content we loved, and journalism that enlightened us. Read on to see the meaningful media HI staff has been talking about in February: