How to Establish Successful Metrics for Your Internal Communications Strategy
You work hard to create the best possible content for internal communications. Maybe this quarter you even got your CEO to (finally!) record a series of fun and informative videos for the entire team.
In an age of measurement, however, it’s not enough to create content—you must also align it with the right communications metrics. As the hosts (Gregg Apirian and Kevin Juskowski) of our recent webinar pointed out: “If you can’t measure it, you can’t improve it.”
Here’s a quick overview of what a great approach to communications metrics looks like.
1. Target the right content to the right employees, and segment based on engagement.
Not all content is relevant to all employees or every department in your company. Ideally, an internal communications plan will target specific groups. By segmenting your employees, you’ll send them relevant and personalized information. In addition, you can personalize at deeper level by segmenting based on engagement rather than natural groups, such as departments, job titles, and geography.
2. Drive audience adoption and keep an eye on “user dormancy.”
Generally speaking, you want to steer users into a specific direction or sub-group within your communications program. Also, measure the effectiveness of your approach by looking at user dormancy. Is this a one-and-done action in which a user follows the challenge but never revisits program? The main focus should be on retention of users, which can be measured on your workforce communications platform.
3. Examine what time of day users access your content, plus which platform they use.
By analyzing platforms and times of day in which most users access your program, you’ll be able to optimize your channels for their usage. Then you’ll test out best times and platforms for specific communications.
More Metrics Wisdom: Quick Tips
As Gregg and Kevin pointed out during the webinar, measurement, and metrics succeed when you match people with the right skills to the task. Audit your existing team and outside resources. As you work toward performance-based internal communications, you’ll have the data insights to prove your value and gain the executive buy-in you need to grow your team and budget.
Also, define clear, measurable goals. By tying your internal communications to set metrics, you’re working toward reaching your team’s objectives and larger business KPIs. Think about what you should measure, how you’ll measure, and what you’ll do with the data and insights you gather.
Finally, create a learning environment where qualitative research from surveys complements quantitative data from your content’s performance. Don’t be afraid to think like a data scientist and set up an environment where you test ideas and analyze what metrics are relevant.
Conclusion: Measurement Plus Metrics Equals an Effective Communications Plan
Workforce communications technology can help you understand how your content is performing and give you a winning edge. The insights you gain will empower you to design a highly effective, successful communications plan.
Watch the full webinar recording of A Communicator’s Guide To Metrics And Measuring Success to learn more from Gregg and Kevin, and read the accompanying How to Measure Internal Communication guide to learn all the fundamentals for insight-driven strategy.