For media makers with aspirations of social change, we at HI have established a number of best practices for assessing impact. An important first step is to know yourself: set concrete goals for change along with realistic time frames for accomplishing them. The next step is to know your audience: identify the audiences that you hope to reach, as well as those most likely to be receptive to your message, and who can help facilitate your objectives.
Let’s consider a hypothetical film about the American healthcare system (see our previous case study). Although this issue affects all Americans, those already interested in and engaged with the issue are a more likely audience, not to mention potential influencers. How do we find such individuals? They may comment in one or many forums—on social media sites, in newspapers or the blogosphere, on television. As a first pass, we can look to a public forum that comprises overlapping interest networks in which healthcare is actively discussed: Twitter.