At the SPIEF, they talked about ways to measure social impact in the media

The main indicator of the effectiveness of social interaction between media, business and the state is the final viewer and his specific actions. This was announced on Wednesday, June 3, at the St. Petersburg International Economic Forum (SPIEF) by Maria Zalunina, Head of Corporate Social Responsibility at the National Media Group (NMG).

Speaking at the session "Including Assessment: A new culture of decision-making in the economy and the non-profit sector," she said that a "social effects funnel" is used to evaluate the results, which includes recognizing the topic, immersing the audience in the problem and the final actions of the beneficiary.

"The first thing we measure is the length of the view, the number of subscriptions, the number of users, the number of people who visited the site, and so on, and so on. Accordingly, the share of television. <...> We have to reassemble our methodology all the time for specific content. It's one thing to have an online platform where viewing depth and viewability are important. If we're talking about TV channels, they have completely different mechanics," Zalunina explained.

According to her, QR codes, short numbers and hotlines are used to analyze the television audience. These tools allow you not only to help viewers, but also to track the percentage of clicks and further user activity in conjunction with non-profit organizations (NPOs).

"When a television program is on, and we have, for example, a QR code to go to the charity foundation's website, or a short number, or a hotline, this is a very useful analytical tool for us," she said.

Zalunina also stressed that high-quality entertainment projects often have a greater social impact than specially designed programs.

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On the same day, it was reported that the capital's libraries were being transformed into multifunctional centers where charitable projects of non-profit organizations (NGOs) aimed at developing children's reading skills, supporting patients and helping animals were taking place.