{"id":94,"date":"2022-10-04T11:29:56","date_gmt":"2022-10-04T11:29:56","guid":{"rendered":"https:\/\/wpmu.mau.se\/nmict22group5\/?p=94"},"modified":"2022-10-30T02:02:45","modified_gmt":"2022-10-30T02:02:45","slug":"new-media-activists-introducing-kerstin","status":"publish","type":"post","link":"https:\/\/wpmu.mau.se\/nmict22group5\/2022\/10\/04\/new-media-activists-introducing-kerstin\/","title":{"rendered":"On the quest to define digital impact"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\r\n<p><span style=\"font-weight: 400\">Dear readers,<br \/>\nwhat creates change and why is change necessary? Who are the changemakers and why are they successful? This is what I have dedicated a good portion of the last decade to \u2013 and it\u2019s probably something that I will not yet have fully understood in another few decades to come.<\/span><\/p>\n<p><span style=\"font-weight: 400\">My name is Kerstin Tschernigg and I\u2019m a trained international hard news journalist from Austria who through some horizontal shifting has ended up heading a two-team Corporate Communications merger in Singapore.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The TikTok video of me that you see beside this text is also<a href=\"https:\/\/wpmu.mau.se\/nmict22group5\/2022\/10\/10\/welcome\/\"> my first TikTok<\/a> video ever recorded, although one of the main parts of my job is to advise Fortune 500 companies on their social media strategies. I find this quite amusing, as this shows just how fast channel prerequisites change and how the learning of such is accelerated.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-138 aligncenter\" src=\"https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-1-171x300.jpg\" alt=\"\" width=\"327\" height=\"574\" srcset=\"https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-1-171x300.jpg 171w, https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-1-199x350.jpg 199w, https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-1.jpg 301w\" sizes=\"auto, (max-width: 327px) 100vw, 327px\" \/><\/p>\n<h3><b>What fosters change online?<\/b><\/h3>\n<p><span style=\"font-weight: 400\">According to research, Gen Z (born after 1995) have an average attention span of just <\/span><a href=\"https:\/\/uxdesign.cc\/designing-for-genz-the-impact-of-short-attention-span-5e1e5a5041c7\"><span style=\"font-weight: 400\">8 seconds<\/span><\/a><span style=\"font-weight: 400\">, which is 4 seconds shorter than millennials (born after 1979) \u2013 and the goal for any influencer\/changemaker is to \u201ccut through the noise\u201d in short, snappy, information-packed pieces of information.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Peer-reviewed research by <\/span><a href=\"https:\/\/www.theieca.org\/sites\/default\/files\/COCE_2005_Proceedings.pdf#page=21\"><span style=\"font-weight: 400\">Robert Cox<\/span><\/a><span style=\"font-weight: 400\"> within the space of online communication with a special focus on environmental communications suggests that having an \u201cimpact\u201d boils down to defining a crisis and it is driven by urgency. Although the exact components of \u201cimpact\u201d are still defined and are seen as kind of the \u201choly grail\u201d of online communication.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Aaker and Smith defined a <\/span><a href=\"https:\/\/www.researchgate.net\/figure\/The-Dragonfly-Effect-source-Aaker-et-al-2010_fig1_348604331\"><span style=\"font-weight: 400\">model<\/span><\/a><span style=\"font-weight: 400\"> purely focused on social media \u201cimpact\u201d, which the authors call \u201cThe Dragonfly Effect Model\u201d, which is a model that describes the four wings of a dragonfly working in perfect synergy:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-139 aligncenter\" src=\"https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-2-300x187.png\" alt=\"\" width=\"629\" height=\"392\" srcset=\"https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-2-300x187.png 300w, https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-2-430x268.png 430w, https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-2.png 620w\" sizes=\"auto, (max-width: 629px) 100vw, 629px\" \/><\/p>\n<p><i><span style=\"font-weight: 400\">Wing 1: Focus<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">Carve out a goal that you will work toward in making your communication on social media stand out. Think along the lines of Barack Obama\u2019s \u201cYes, we can!\u201d slogan, which was an appeal to the American public to both agree with the suggestions and to unify the people.<\/span><\/p>\n<p><i><span style=\"font-weight: 400\">Wing 2: Grab Attention<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">Ideate, prototype, and test. Viral videos can be one-hit wonders, but by measuring, testing, and creating learnings from previously well- and not <\/span><span style=\"font-weight: 400\">too <\/span><span style=\"font-weight: 400\">well-performing content, one can get a plethora of insights <\/span><span style=\"font-weight: 400\">about <\/span><span style=\"font-weight: 400\">what resonates with the target audience on social <\/span><span style=\"font-weight: 400\">media <\/span><span style=\"font-weight: 400\">and what doesn\u2019t. Yes, even in 8 seconds. Actually, only the first 3 seconds are key.<\/span><\/p>\n<p><i><span style=\"font-weight: 400\">Wing 3: Engage<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">Once you have got the attention of the people (yay!), think of ways you want them to agree to your cause or statement. This is when the one-way communication model turns into a two-way communication model. If we look at how not-for-profit organisations engage their target audiences, it\u2019s most often through asking them to donate to their cause. They have set a very clear goal and have grabbed their attention \u2013 now they are shifting the focus on the reader\/viewer to do their part.<\/span><\/p>\n<p><i><span style=\"font-weight: 400\">Wing 4: Take action<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">Aaker and Smith describe this wing as \u201ccultivating a movement\u201d \u2013 every activist\u2019s dream. This wing focuses on empowering others, adding value to their lives, and showing them what kind of value they can add to other people\u2019s lives. The value-add needs to be so awe-inspiring that you don\u2019t have to \u201cdo\u201d anything anymore but rather re-emphasise your goal.<\/span><\/p>\n<p><span style=\"font-weight: 400\">As Bill Gates said: \u201cAs we look ahead to the next century, leaders will be those who empower others.\u201d<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-140 aligncenter\" src=\"https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-3-300x200.png\" alt=\"\" width=\"554\" height=\"369\" srcset=\"https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-3-300x200.png 300w, https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-3-768x512.png 768w, https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-3-430x287.png 430w, https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-3.png 960w\" sizes=\"auto, (max-width: 554px) 100vw, 554px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Thank you very much for reading to the end and I look forward to lively discussions directly on the post\u2019s \u201cComments\u201d section as well as on\u00a0<a href=\"https:\/\/www.facebook.com\/profile.php?id=100086593593644\">Facebook<\/a>\u00a0and\u00a0<a href=\"https:\/\/twitter.com\/NewMediaAct?ref_src=twsrc%5Etfw%7Ctwcamp%5Eembeddedtimeline%7Ctwterm%5Escreen-name%3ANewMediaAct%7Ctwcon%5Es2\">Twitter<\/a>. What do you think &#8220;cuts through the noise&#8221; these days on social media and do you there there can only be one model as a baseline to measure impact? And what is something you feel was missing in the analysis? I\u2019m eager to know and to broaden my horizons. Thank you in advance for the engagement!<br \/>\n\u201cRead\u201d you next time!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dear readers, what creates change and why is change necessary? Who are the changemakers and why are they successful? This is what I have dedicated a good portion of the last decade to \u2013 and it\u2019s probably something that I will not yet have fully understood in another few decades &hellip;<\/p>\n","protected":false},"author":396,"featured_media":196,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,12],"tags":[],"class_list":["post-94","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-change","category-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>On the quest to define digital impact - New Media Activism<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/wpmu.mau.se\/nmict22group5\/2022\/10\/04\/new-media-activists-introducing-kerstin\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"On the quest to define digital impact - New Media Activism\" \/>\r\n<meta property=\"og:description\" content=\"Dear readers, what creates change and why is change necessary? 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This is what I have dedicated a good portion of the last decade to \u2013 and it\u2019s probably something that I will not yet have fully understood in another few decades &hellip;\" \/>\r\n<meta property=\"og:url\" content=\"https:\/\/wpmu.mau.se\/nmict22group5\/2022\/10\/04\/new-media-activists-introducing-kerstin\/\" \/>\r\n<meta property=\"og:site_name\" content=\"New Media Activism\" \/>\r\n<meta property=\"article:published_time\" content=\"2022-10-04T11:29:56+00:00\" \/>\r\n<meta property=\"article:modified_time\" content=\"2022-10-30T02:02:45+00:00\" \/>\r\n<meta property=\"og:image\" content=\"https:\/\/wpmu.mau.se\/nmict22group5\/wp-content\/uploads\/sites\/70\/2022\/10\/Kerstin-Banner-post-2.jpg\" \/>\r\n\t<meta property=\"og:image:width\" content=\"620\" \/>\r\n\t<meta property=\"og:image:height\" content=\"387\" \/>\r\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\r\n<meta name=\"author\" content=\"Kerstin Tschernigg\" \/>\r\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\r\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kerstin Tschernigg\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\r\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/wpmu.mau.se\\\/nmict22group5\\\/2022\\\/10\\\/04\\\/new-media-activists-introducing-kerstin\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/wpmu.mau.se\\\/nmict22group5\\\/2022\\\/10\\\/04\\\/new-media-activists-introducing-kerstin\\\/\"},\"author\":{\"name\":\"Kerstin Tschernigg\",\"@id\":\"https:\\\/\\\/wpmu.mau.se\\\/nmict22group5\\\/#\\\/schema\\\/person\\\/9c727132596085e70b2824382967a728\"},\"headline\":\"On the quest to define digital impact\",\"datePublished\":\"2022-10-04T11:29:56+00:00\",\"dateModified\":\"2022-10-30T02:02:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/wpmu.mau.se\\\/nmict22group5\\\/2022\\\/10\\\/04\\\/new-media-activists-introducing-kerstin\\\/\"},\"wordCount\":663,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/wpmu.mau.se\\\/nmict22group5\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/wpmu.mau.se\\\/nmict22group5\\\/2022\\\/10\\\/04\\\/new-media-activists-introducing-kerstin\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/wpmu.mau.se\\\/nmict22group5\\\/wp-content\\\/uploads\\\/sites\\\/70\\\/2022\\\/10\\\/Kerstin-Banner-post-2.jpg\",\"articleSection\":[\"Social Change\",\"Social Media\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/wpmu.mau.se\\\/nmict22group5\\\/2022\\\/10\\\/04\\\/new-media-activists-introducing-kerstin\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/wpmu.mau.se\\\/nmict22group5\\\/2022\\\/10\\\/04\\\/new-media-activists-introducing-kerstin\\\/\",\"url\":\"https:\\\/\\\/wpmu.mau.se\\\/nmict22group5\\\/2022\\\/10\\\/04\\\/new-media-activists-introducing-kerstin\\\/\",\"name\":\"On the quest to define digital impact - 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