Founder of the Existential Risk Observatory here. We’ve focused on informing the public about xrisk for the last four years. We mostly focused on traditional media, perhaps that’s a good addition to the social media work discussed here.
We also focused on measuring our impact from the beginning. Here are afewof our EA forum posts detailing AI xrisk comms effectiveness.
We did not only measure exposure, but also effectiveness of our interventions, using surveys. Our main metric was the conversion rate (called Human Extinction Events indicator in our first paper), basically the percentage of people who changed their mind about whether AI is an existential risk after being exposed to our media intervention. Our average persistent conversion rate was 22%. I think this methodology would also be suitable to apply to social media work (and we applied it to some youtube videos already—results in the links above).
Our total conversion was around 1.8 million people (spreadsheet here). Using engagement times of 57 sec for short-form articles and 123 sec for long-form ones, we yield an effectiveness rate of 254 minute/$ (uncorrected for quality). I do think our views estimates here, that are mostly based on circulation figures, may be on the high side. On the other hand, I’d say quality of e.g. TIME, SCMP, or NRC articles should be expected to be better than average youtube content, but there may be outliers, and this will remain, to an extent, a matter of taste.
I hope it’s useful to share these numbers and calculation methods publicly. I’m a big fan of trying to spend money on the most effective channels.
In the end, I think a strategy to reduce xrisk should hedge risks by not betting on one communication method only. I think it makes sense to spend some funding on the most effective social media work, some on the most effective traditional media work, and some on direct lobbying.
Founder of the Existential Risk Observatory here. We’ve focused on informing the public about xrisk for the last four years. We mostly focused on traditional media, perhaps that’s a good addition to the social media work discussed here.
We also focused on measuring our impact from the beginning. Here are a few of our EA forum posts detailing AI xrisk comms effectiveness.
We did not only measure exposure, but also effectiveness of our interventions, using surveys. Our main metric was the conversion rate (called Human Extinction Events indicator in our first paper), basically the percentage of people who changed their mind about whether AI is an existential risk after being exposed to our media intervention. Our average persistent conversion rate was 22%. I think this methodology would also be suitable to apply to social media work (and we applied it to some youtube videos already—results in the links above).
Our total conversion was around 1.8 million people (spreadsheet here). Using engagement times of 57 sec for short-form articles and 123 sec for long-form ones, we yield an effectiveness rate of 254 minute/$ (uncorrected for quality). I do think our views estimates here, that are mostly based on circulation figures, may be on the high side. On the other hand, I’d say quality of e.g. TIME, SCMP, or NRC articles should be expected to be better than average youtube content, but there may be outliers, and this will remain, to an extent, a matter of taste.
I hope it’s useful to share these numbers and calculation methods publicly. I’m a big fan of trying to spend money on the most effective channels.
In the end, I think a strategy to reduce xrisk should hedge risks by not betting on one communication method only. I think it makes sense to spend some funding on the most effective social media work, some on the most effective traditional media work, and some on direct lobbying.