Ongoing MM&E across all facets of the engagement and campaign are conducted through our central platform, resulting in a series of reports for presentation and discussion. With real-time and retrospective MM&E, overall campaign objectives are measured, specific Narrative & Theme KPIs are tracked and benchmarked, and both quantitative & qualitative community performance is observed. This approach also allows for in-campaign adjustments to specific strategies while identifying new opportunities to accelerate the intended outcomes.
We focus our review process on three areas of the campaign execution – Themes and Narratives, Community, and Overview. These areas are monitored and evaluated separately but feed into the next.
A short overview of each of these focus areas:
Themes and Narratives Review
MM&E in this focus area seeks to understand patterns of behaviour within each of the campaign Themes and Narratives – with a specific emphasis on the intended qualitative and quantitative changes. The learnings from our Monthly evaluation reports are implemented during the campaign execution. Monthly and Summary reports are benchmarked against campaign objectives and outcomes set in Phase 6 – with a particular focus on volume, tone and categorisation changes.
A Social Media Panel approach to the MM&E for this focus area allows us to isolate and separately analyse the public domain social media data for Active Citizens, Influencers, and Dialogue Activists. This method provides detailed, historic and current, public domain, social media activity tracking for these individuals. We are able to more accurately assess each sub-group’s subject related engagements – how they have changed through the course of the campaign (volume, tone, reach, messaging etc), as well as what impact they have had on the broader ethnic and racial prejudice conversation in South Africa.
In order to quantify a longitudinal view on change as well as the reach and impact of the engagement, MM&E in this area is focused on the high-level campaign objectives. The monthly Overview reports also serve as a litmus test – determining whether an engagement has been a successful, requires further interventions, or needs to be re-considered and strategised before re-engaging.
The Monitoring, Measurement and Evaluation phase will commence on launch of the Engagement Campaign (Phase 7), and will run for the duration of the campaign.
An evaluation of each aspect of the engagement campaign will be compiled and presented through monthly MM&E Update Reports followed by a Full MM&E Report on completion of the initial engagement period – as not only a measurement of success, but also to provide critical learnings for future engagements and campaigns.