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Posts tagged ‘content’

Taking think tank communications to the next level: Determining what goes where (Part 2)

The previous post suggested that this can be achieved by working through three steps: a) what should get done, b) who is best placed to do it, and c) empowering those who are best placed to do it to do it.
To answer the first question, the post examined what an informed content strategy looked like. And before we dive into step b, let’s consider first why we even need a content strategy.

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Taking think tank communications to the next level: Determining what goes where (Part 1)

Various parts of a think tank or research organisation must specialise in specific functions and skills – a Durkheimian ‘organic society’ writ small. For such a society, Durkheim observed that they were more likely to have laws and regulations that facilitated cooperation rather than those that punished individuals. Kicking communications activities up a gear within an organisation requires a similar approach: rules (however formal or informal) that facilitate cooperation around its constituent parts. Within the communications remit, that’s about figuring out what goes where. In other words, it’s about determining: a) what should get done, b) who is best placed to do it, and c) empowering those who are best placed to do it to, well, actually do it!

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Responding to digital disruption of traditional communications: ‘reusing the wheel’

This is the fourth in a series of blogs looking at the challenges of ‘digital disruption’ and ODI’s strategy in responding to them. The first blog set the scene, and the second and third outlined in more detail two planks of ODI’s strategy, namely, ‘being there communications’ and ‘cradle to grey content’. This blog looks at the final strand of ODI’s strategy, ‘reusing the wheel’ (as opposed to reinventing it): the free (or cheap) digital content, technology and tools that can improve the quality and delivery of all communications products.

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Responding to digital disruption of traditional communications: ‘cradle to grey content’ strategy

This is the third in a series of blogs looking at the challenges of ‘digital disruption’ and ODI’s strategy in responding to them. The first blog set the scene, and the second outlined in more detail one of three planks of ODI’s strategy: ‘being there communications’. If ‘being there’ outlines the channel the message is delivered through, this blog looks at the content of the message itself, and how the Internet is changing the format of the message and time horizons for which a message can be relevant.

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Responding to digital disruption of traditional communications: ‘being there’ communications

In the first blog in this series on digital strategy, I introduced some of the challenges that ODI and other think tanks are responding to in dealing with ‘digital disruption’. This blog outlines in more detail one of three planks of ODI’s response to this, which we’ve termed ‘being there communications’. This is an attempt to bring a more strategic vision to digital distribution of communications outputs by explicitly linking efforts to be heard and found.

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Responding to digital disruption of traditional communications: three planks to ODI’s digital strategy

This first blog in a series on digital strategy and how it has developed at ODI introduces key issues the strategy is responding to, and why it is so important for a think tank like ODI.

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What is influence? – a view from Onalytica

The view of the London skyline from Onalytica‘s Centre Point offices is quite impressive. And their view on influence is also quite interesting and relevant to our conversations on influence and visibility -many in relation with James McGann’s index.

In their post: Who is Influential in the Debate on the Royal Wedding?, they explain the difference between influence and popularity:

What is influence?
Influence, is the capacity of a publication, an organisation or an individual to impact the viewpoints, actions or opinions of others over whom they do not hold power.

This shouldn’t be confused with popularity. Popularity is about how many listen to you whereas influence is more about who listens to you.

Influence is also, topical:

Those who have influence in the debate on cat-food may not have the same influence on energy supply.

So you do not just want to count the hits on your site but the hits from those who have a relevant interest in the issues you would like to be influential on. And number of hits for a think tank may not necessarily assess how influential it is on each of the specific issues it deals with.

And why is measuring influence important (note that Onalytica’s clients are usually corporations or organisations wanting to sell something –but is its method is perfectly relevant for think tanks)?

The identification of influencers based on measurement is important as we (as humans) tend to overrate the importance of those we hear about more often and similar underrate the importance of those we hear about less (or never).

This is true. The approaches we tend to use to measure influence (stories of change, case studies, etc.) tend to overestimate the roles that our organisations and our research play.

So how does Onalytica measure influence?

Basically, Onalytica uses a new version of citation analysis. Rather than focusing on academic journals, it looks for links on websites:

We use this method to measure the influence of websites based on which websites link to them, and in turn, which websites link to those websites and so on.

This helps them to measure the share of influence of different players (and their sites) and who this share changes over time as a consequences of specific actions or interventions -which is great to assess is something is having an effect or not.

Do you know of any other services like this?

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