Trusting News metrics, 2017-2018 testing
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Trusting News metrics, 2017-2018 testing
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This is a list of platforms and methods we will use to communicate our value to our audiences. Most of the strategies we'll be testing can apply to several of these platforms.
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**If the option exists, A/B testing will allow for a deeper look at strategies on this platform.
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Platforms/methodsQuantitative results: How did people interact?Qualitative results from audience: How did people respond?General
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Stand-alone social posts -- no link to content on the website, just a message (text, video, image) from the newsroom.Reactions, shares and comments. Engagement from people who don't follow your page. Change in follower count. Sentiment and specific comments on social or dotcom. FOR ALL: If action was encouraged (a trust feedback form, email, phone, go to a link, sign up for a newsletter, etc.), track quantity and quality of those actions. Use a customized link if possible for easier tracking of this specific invitation.
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Social posts that also link to content -- here’s what we want you to know about this story or about us.Reactions, shares and comments. Change in follower count. Engagement from people who don't follow your page. Click thrus. Change in time spent or other engagement metrics on visits from Facebook vs site average. Sentiment and specific comments on social or dotcom. Content of any text on the social share.
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Online stories, with language added on top, under or in the text of a story (such as "why we're doing this story" or "how we reported this story"). **Time spent on page. Bounce rate. Next page. Sentiment and specific content of responses. Social shares mentioning this content.
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In print, with language added on top of, under or in a text story (such as "why we're doing this story" or "how we reported this story").
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Journalists getting involved in comments, under stories or on social media.Quantity of related comments. Number of new commenters. Time spent on page compared to average. Bounce rate compared to average. Number/percentage of flagged comments compared to average.Sentiment and specific content of conversations and questions, and whether the interaction seemed to resonate. Qualitity of ideas offered to journalists.
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In embedded forms under or alongside stories, asking for input on trust strategies.Number of responses. Percentage of people who click to the form (if on a separate page) who then fill it out.Sentiment and specific content of responses.
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On air (radio or TV), with language included before, after or in a story.Sentiment and specific content of feedback, to newsroom or to individual journalists.
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Additional, stand-alone content designed to build trust, in print or on air.Sentiment and specific content of feedback, to newsroom or to individual journalists.
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Additional website pages or content designed to build trust (outside a paywall), perhaps with a feedback mechanism (an embedded Google form or contact box, perhaps, asking for reactions or questions?)Views, shares and time spent on page. Referring page. Bounce rate. Next page. Sentiment and specific content of feedback.
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Newsletters. **Click thrus. If newsletters are a sustained part of trust work, check overall metrics like open rates, shares, forwards and signups. Donations or subscriptions from newsletters.Sentiment and specific content of responses.
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Podcasts.If podcats are a sustained part of trust work, check overall metrics like listening time and downloads.Sentiment and specific content of responses. Comfort level of and perceived ROI for staff.
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Marketing materials (house ad, radio ads, sponsored posts, mailings, etc.) about the brand, the newsroom or specific employees.Sentiment and specific content of feedback, to newsroom or to individual journalists.
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In person, as journalists talk to groups of community members.Approximate number of people reached (to gauge ROI on journalists' time)Sentiment and specific content of conversations and questions, and whether the interaction seemed to resonate.
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In person, as journalists talk one on one to community members and sources.Sentiment and specific content of conversations and questions, and whether the interaction seemed to resonate.
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