Digital and social media strategies (D/SM) are increasingly being used by organizations in the social sector as a way to advance advocacy and policy change goals. As a field, we continue to explore how to measure the impact of D/SM strategies on longer-term goals such as shifts in the public narrative or cultural norms. Based on recent work with the Youth Sexuality, Reproductive Health and Rights Initiative at Ford Foundation, this session will explore a framework for thinking about the different outcomes associated with digital and social media advocacy and mobilization strategies at the campaign, program, and organizational levels, as well as relevant evaluation tools and processes. In breakout groups, participants will discuss a) processes for defining and prioritizing outcomes associated with digital and social media strategies and b) best practices for combining online analytics with traditional evaluation methods to engage in strategic learning around advocacy and policy change goals.
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