Measuring Your Digital Channels
Change the landscape of your Internal Communication with metrics from your key digital channels – intranet, email, social and video.
As an internal communicator you know the value of measurement. However, less than 50%* of senior internal communications managers believe their team have the digital and technological skills needed.
Measuring communications across your channels doesn’t have to be difficult or technically challenging.
Here are some of the core metrics you can measure on each of your key digital channels.
Opens and Clicks: A good place to start, but don’t stop here – and don’t forget to track non-openers. Measure destinations and actions. Did they click through to your intranet or social networks? Or to read more, register or download?
Device consumption: Did they read your emails at their desk, on a tablet or their smartphone? Content popularity tracks interest in your featured content – which of your written articles, podcasts, webcasts, videos are most popular with your audience?
Destination traffic: Email can drive increased awareness and adoption of your other channels. Group together links by destination e.g. to your intranet and social networks.
Most/Least engaged: Get a view across the organization of your most and least engaged employees; by departments, pay grade, offices, regions or countries, etc.
Search terms: What are employees searching for? What words and phrases do they use in their searches?
Page views: Measure individuals and groups visiting your intranet and how often they return. Also look at the frequency of an employee’s visit to the same page.
Average time spent: How long are employees staying on the intranet – break it down into areas and sections.
Tasks performed: What actions are they taking – what tasks are they trying to accomplish?
Device consumption: Where are they accessing the intranet? At their desk – or remotely? Traffic patterns – where did employees enter, go through and exit?
Volume: What are employees searching for? What words and phrases do they use in their searches?
Most/least active: Measure individuals and groups visiting your intranet and how often they return. Also look at frequency of an employee’s visit to the same page.
Most/least popular messages or topics: How long are employees staying on the intranet – break it down into areas and sections.
Growth patterns: Identify trends; new groups formed, increased or decreased traffic to specific sections.
Response times: Are stakeholders replying to employees’ posts and feedback – and if they are, in what time-frame?
Offline or desk-based access: Where do employees access your social network – from desks, on a tablet or their smart-phone? What’s driving visits? What signposts are driving participation? Links in emails or on the intranet?
Play rate: This tells you how many of the people that viewed the page (pageviews) played the video? This can be used to measure if the page or visitor experience was improved by the addition of a video.
Unique plays or view count: This metric tells you how many or what proportion of those with access to the video played the video. You can use this to compare your video to other metrics such as pageviews.
Engagement rate: When did people stop watching the video? Did they watch it to the end or is there a consistent drop off at 40 seconds. Engagement rates can highlight if your video is too long or is not getting to the point early enough.
* Newsweaver Emerging Trends and Use of Technology Survey 2014
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