Pushing past echo chambers
Does success require change making?
I think about echo chambers a lot.
If a post by an organization garners a lot of engagement and comments, but those people were already on board with the mission, was that post a success? Does success require change making?
And, if so, how does that happen, and how do we measure it?
It’s impossible to know the extent of how sharing information online might impact the world. Someone already on board with the mission, say someone who cares deeply about press freedom reads about tomorrow’s Congressional hearing with PBS and NPR, could share that link in their group texts or mention a nugget from it while grabbing coffee at the office. The information could very well reach beyond the echo chambers of the internet, but it’s hard to know when that happens.
A 2020 Pew Research study showed that only 23% of adult social media users say they have changed their views about a political or social issue because of something they saw on social media in the past year. This is up slightly from 15% in 2018, likely sparked by the Black Lives Matter protests in the summer of 2020.
I once read about a nonprofit news organization’s member survey that included the question: Has reading our work changed your mind on an issue? This is a brilliant survey question for a couple of reasons: 1. It signals to your audience that you care about the depth of their experience with your content, not just page views. 2. You can gather data over time to showcase the impact of your work, which is especially helpful with grants and donors. 3. Through deeper analysis, you can learn what audience engagement tactics move the needle the most.
There are many reasons why news organizations should care about reaching beyond those that champion their work, but one of the big ones is that growth is absolutely impossible without it. There are only so many people who already know and value your work. Reaching net-new audiences is the only path forward.
What I’m reading
New York Times: The Conservative Women’s Magazine With Big Ambitions, and Sex Tips for Wives
The Cut: This Recession Scare Feels Different. Here’s What to Do About It.
The Persistent: Alexa, How Do I Stop This Meltdown?
The best thing I made this week
I tried the TikTok recommendation to improve store-bought cinnamon rolls, and while I needed to use a smaller pan, it definitely tasted better.
See you next week,
Rachel
If you’re enjoying this newsletter, I’d love for you to recommend it to a friend. If this newsletter was forwarded to you, subscribe to receive future editions in your inbox every Tuesday.