Originally Posted by Jon Lewis
With very large programs such as NASA's, the impact metric that is commonly used is "clicks" or "unique hits." Has NASA looked at other parameters such as shifts in knowledge or attitudes among participants? Perhaps some of the smaller scale efforts lend themselves to such assessment? One plank of the collective impact framework is a "shared measurement system." Perhaps this is something NASA has embraced and that Scientific Ocean Drilling can emulate?
I know it's difficult to assess the impact of outreach, and I think there is a hierarchy of outcomes for outreach, all of which are beneficial. Here is the order I would put them in (though it's up for debate).
1. Awareness
2. Excitement
3. Knowledge
4. Change of attitude
5. Desire to act
I agree a "like" could best be taken as a proxy that someone has more awareness, but that could bear fruit down the road, as the next time they see the name "JOIDES Resolution," they may think to themselves, "I've heard of that. I want to learn more."
Having said all that, it would definitely be worthwhile to ask NASA how they assess the impact of their social media outreach beyond counting likes.
