10 Evaluation Practices to Help Us Foster Healthier, More Inclusive Conversations Online

Claudia Olavarría is an evaluator, communications expert, and the global coordinator of Glocal Evaluation Week at the Global Evaluation Initiative (GEI). Rosetti Rivera is a digital communications specialist working as a communications consultant at GEI.

During this year’s Glocal Evaluation Week, we organized a session to explore what evaluation can teach us about countering polarization on social media and promoting more inclusive conversations online.

At first glance, evaluation and social media may seem worlds apart. One is rooted in thorough research and evidence, while the other thrives on rapid, real-time interactions. But a closer look reveals that both fields are about understanding complex realities, engaging diverse voices, and influencing decisions and behaviors. Both are most effective when they prioritize inclusion, ethics, learning, and transparency.

So, how can evaluation principles help foster online spaces that build connection rather than deepen division?

Reflecting on this question, the Global Evaluation Initiative (GEI) came up with 10 evaluation practices and standards that can help us bring more intentionality, care, and quality to online interactions.

These ideas shaped the discussion during our Glocal session, "Taming the Feed: Leveraging Evaluation Practices to Counter Polarization on Social Media."


1. Using inclusive language and framing
 

Evaluation practice pays close attention to language, striving for clarity and accessibility. The same approach should apply to social media. Avoid jargon and overly technical terms that may confuse or exclude people. This helps build trust and encourages more people to join the conversation.

For example, spelling out acronyms ensures that both newcomers and non-specialists can follow the conversation. The world of evaluation is riddled with technical acronyms, from RCT (Randomized Controlled Trial) to QCA (Qualitative Comparative Analysis), and we can’t always assume all readers know what they mean. Even M&E, or monitoring and evaluation, may be unfamiliar to some.

In GEI’s social media posts, we always clarify acronyms like IPDET, which stands for International Program for Development Evaluation Training, GEI's executive training program. Even though IPDET has developed into a well-known international brand for evaluation training, we want to ensure that anyone who reads the post will know the meaning behind the letters. Taking the time to define acronyms is a simple yet powerful way to make conversations more inclusive.
 

2. Applying participatory approaches
 

Participatory evaluation methods engage stakeholders throughout the process. Social media content should mirror this two-way engagement by inviting dialogue. Pose open-ended questions, encourage comments, and create space for diverse voices to contribute.

For example, turning a social media statement into a question can open the door for new perspectives and interaction. You can also invite people to share their thoughts and, when they do, take the time to respond. You can turn a single comment into a dynamic exchange that builds understanding and connection. These efforts can make social media a true space for inclusive participation. This post shows an example of how one comment can lead to an interesting exchange.
 

3. Engaging diverse voices
 

Evaluation emphasizes the importance of listening to diverse voices. The opposite happens in echo chambers, online spaces where people are mostly exposed to opinions and information that reflect their own beliefs. Social media users can break these echo chambers by inviting dialogue with people holding different perspectives. Rather than viewing disagreement as a threat, treat it as an opportunity for learning.

For example, welcome dissenting voices and engage with them openly. It’s easy to get defensive when someone disagrees with us on social media, but a shift in mindset can turn disagreement into opportunity. Responding with openness and curiosity, even to critical comments, can foster more constructive online exchanges. The comment thread following this post offers an example of constructive engagement.
 

4. Upholding ethics and integrity
 

Ethics and integrity are central to evaluation. Social media engagement should reflect this by avoiding sensationalism, clickbait, or polarizing content designed only to generate attention. Instead, prioritize honesty, transparency, and respect.

For example, be honest and transparent when responding to comments on social media. Don’t waste people’s time with marketing talk or vague promises. If you can’t accommodate a request or don’t have the information they’re looking for, say so respectfully and explain why. At GEI, when people reach out with questions about scholarships or other funding opportunities, we provide clear, direct answers, even when opportunities are not available. But when an opportunity does come up, we make a point of circling back and informing them.
 

5. Grounding communications in evidence
 

Evaluation is driven by evidence. The same should apply online. Ensure your posts are supported by solid data and diverse perspectives, not just what's trending. There’s a wealth of evaluations and evidence available out there. Let’s make use of them!

For example, if you’re going to highlight an achievement or share project results, back it up with numbers. Every year, when GEI publishes its annual report, we share not only the data that reflects progress but also invite testimonials from partners to explain the impact of those results.
 

6. Being aware of power dynamics
 

It’s important to be mindful of who’s dominating the conversation and whose voices are missing during an evaluation. We should apply this same awareness to social media posts.

For example, every International Women’s Day, GEI marks the occasion by hosting a webinar or producing new content that celebrates and amplifies the voices of women in evaluation. Check out our woMEn interview series on social media to hear their stories.
 

7. Using indicators other than engagement
 

Evaluation looks beyond surface-level metrics to assess impact. Social media users can do the same by focusing on the quality and inclusiveness of conversations rather than just counting likes or shares.

During our Glocal 2025 session, Bikem Ahiska, Communications Analyst at the Independent Evaluation Office of the United Nations Population Fund (UNFPA IEO), shared how the #Eval4Action campaign measures impact through network building and collaboration. The #Eval4Action campaign aims to mobilize global efforts to advance the Sustainable Development Goals by strengthening evaluation practices. To date, it has united over 170 partners worldwide, fostering meaningful cross-sector collaboration.
 

8. Applying systems thinking
 

Evaluation often takes a holistic, systems-level approach. Social media users can also think beyond individual posts or campaigns by considering how their actions influence broader social dynamics and shape collective behaviors and norms.

GEI’s annual Glocal Evaluation Week campaign, for example, brings together voices from around the world to build momentum for evidence-based decision-making, not as isolated posts, but as part of a coordinated global conversation.
 

9. Fostering learning and adaptation
 

Evaluation emphasizes learning from feedback and experience. We can bring this same mindset to social media by continuously refining our practices to foster meaningful dialogue and bridge divides. Social media teams can use analytics and listening tools to better understand audience dynamics. These insights can help refine communication strategies and foster more inclusive, constructive interactions online.

For example, by monitoring social media discussions, you can identify key issues to focus on in your webinars and blog posts. What questions are people asking? What concerns do they raise? By paying close attention, you can keep your content relevant and meaningful.
 

10. Encouraging nuanced thinking
 

Evaluation addresses complex social problems by exploring interconnected issues like poverty, education, climate change, governance, and many others. It seeks to understand, not to oversimplify. Similarly, social media users can resist oversimplification by embracing complex issues with curiosity, just as evaluations encourage us to ask questions rather than make snap judgments.

As Patrizia Cocca, Communications and Knowledge Management Lead at GEI, highlighted during the session, “Polarization comes from the desire to oversimplify... causing us to lose sight of the fact that issues aren’t just black and white.” She also emphasized that using simple, inclusive language doesn’t mean dumbing down complex issues. Instead, we need to communicate these complexities using language that is clear and accessible.
 

A Call to Action
 

Evaluation has a role to play far beyond reports and recommendations. It can shape dialogue, deepen empathy, and support a better future.

By applying evaluation principles to online engagement, we can help foster healthier, more inclusive conversations.

If you are an evaluator, what practices from your work could help improve social media engagement? Share your thoughts. We would love to continue the conversation.