Take Action
This indicator can be adapted if you are producing and sharing information over a platform that is passively accessed by your audience (meaning that they are reading, listening to, or watching informational content, but not asking questions).
Data collection is continuous throughout implementation.
Collecting data on one-way communications with clients informs the
following indicator:
| Level | Result | Indicator |
|---|---|---|
| Intermediate outcome | Clients access information |
# of people who have meaningfully interacted with the responsive information service OR # of people reached with information through one-way communication |
|
NOTE - This indicator # of people who have meaningfully interacted with the responsive information service was developed originally to analyze interactions with a responsive information service as an aggregate count of reach, inclusive of one-way and two-way communication. However, aggregating reach by simply adding the measurements of reach of one-way and two-way communications together can lead to double counting. For example, if a team manages a Facebook page which posts one-way information and responds to questions through Facebook Messenger, that team may assume that the count of engagement with one-way postings on the Facebook page includes those who also contacted you through Facebook Messenger. Digital software such as Google Analytics, Adobe Customer Journey Analytics, Clicky, Meta Business Suite, Hootsuite Analytics, etc. can be used to analyze engagement with online channels. Meaningful access on a website or Facebook, for example, might be users viewing a page, post etc. for more than 10 seconds (reflecting all unique users, based on Facebook and Google analytics and accounting for overlap). Analytics can also inform other areas of inquiry, for example, tracking searches on your website that yield no result (meaning you don’t have the information the client needs), can feed into iterative content production. If one-way and two-way communication are not through the same channel, or you cannot avoid double-counting (for example, you host a weekly radio show that disseminates information and also run an information desk, and there is no way to know if the same person is engaging with both), you can consider counting reach of one-way and two-way communications separately, using # of people reached with information through one-way communication. However, indicators measuring the reach of one-way communications can be challenging to measure. This indicator may need to be adapted to measure dissemination instead of reach, depending on the channel(s) you are using. For example, if you are printing and posting banners in a camp, you might use the indicator # of posters disseminated. From BBC Media Action Humanitarian Broadcasting in Emergencies: A Synthesis Of Evaluation Findings (94): |