Позитивные изменения. Том 1, №1 (2021). Positive changes. Volume 1, Issue 1 (2021)

The website traffic may be traced with the help of Google Analytics and Yandex Metrika. In order to do this, it is necessary to install website traffic counters which record each hit. The Better agency experts recommend installing both counters on the website for comparative analysis. These counters register the source of the transfer to the website, time spent by the user on the website, URL of the hit pages and other parameters. In future all this information can be looked through in the form of visual reports and diagrams in various sections (Geo-target, device type, source and channel of transition). The data, depending of the result, may be interpreted by the degree of social impact of the activity implemented.

The social media sites have long been quite affluential media. And, without doubt, they are actively used for promotion of social projects, communications with the public and charity recipients. Each social media site has its own free instrument for collection and analysis of statistics: number of hits, likes, comments, subscribers, post coverage etc. In case of paid advertising placement in social media sites or individual posts promotion, it is also possible to evaluate statistics of coverage and response using the social media services. All this data and its dynamics allow to evaluate and forecast the project impact on the public opinion buildup.

Third party services (from RUB 200 and higher) may also be used to analyze the social media coverage of the project. They are, for instance, Livedune, Popster, Datafan. They allow evaluating not only the key metrics, which are available in social media sites but also their derivatives related to the speed of accumulating likes or content popularity.

Summing up, it needs to be noted that as of today, the role of the social interaction projects in the information area building on the selected topic seems underestimated. Moreover, as mentioned above, the contribution of such projects in the change of social and psychological pat-terns of the society through the mass media may be even more significant than the implementation of specific events. In this regard more and more experts recommend to involve the media efficiency analysis as one of the obligatory parameters for evaluating social projects and programs and their impact.

The article has been prepared using materials of the Better agency (the Dentsu group) and the Gladway Foundation for the Development of Media Projects and Social Programs. Materials were obtained as part of implementation of the project “Development of social economic efficiency evaluation algorithms for NGOs projects" with the support of the Presidential Grants Foundation in 2020–2021.

Кейс выпуска: исследование социально-экономического воздействия проекта «Мануфактура русской игрушки»

Елизавета Захарова, Сергей Горбунов, Светлана Моднова

Проект «Мануфактура русской игрушки» запущен осенью 2020 года Центром ремесел «Семейные традиции» при поддержке Фонда президентских грантов. Механика проекта — обучение навыкам создания ватных игрушек. Целевая аудитория проекта — женщины старше 50 лет, оставшиеся без работы, мамы детей-инвалидов, многодетные мамы.

Елизавета Захарова,

аспирант факультета социальных наук НИУ ВШЭ

Сергей Горбунов,

магистрант социологии публичной и деловой сферы НИУ ВШЭ

Светлана Моднова,

руководитель проекта «Мануфактура русской игрушки»

В течение года благополучатели обучались в онлайн- и офлайн-форматах изготовлению ватных новогодних игрушек и способам их реализации. На выбор предлагалось три уровня обучения: базовый, расширенный и продвинутый.

ЦЕЛЬ И ЗАДАЧИ ПРОЕКТА

Цель проекта — обеспечение полной или частичной занятости целевой аудитории за счет открытия постоянно действующей площадки для дополнительного заработка: «Мануфактуры русской игрушки».

Для достижения обозначенной цели были поставлены следующие задачи: