Yes, You Can Measure Communications Against Specific Objectives. Here’s How

On Tuesday, I wrote about communications measurement and how influence, attitude and behavior change should be measured in addition to eyeballs, butts in seats, clicks and follows. Number of followers, re-tweets, event attendance and web site spikes are all well and good. But, to sustain any real impact from a communications effort, you need to know how much your communications are influencing an audience’s way of thinking and acting. Below are just a few ways to measure against the top 6 communications objectives.

Objective 1: Visibility (positioning and awareness)
Ways to measure:
• Before and after surveys
• Focus groups
• Social media conversations, particularly changes in message, penetration and sharing
• Media coverage analysis (before and after campaigns), including competitors’ placements and messages, message penetration, tone, and coverage compared to competitors
• Blog and article comments
• Web site statistics

Objective 2: Influence and persuasion (issues management, attitude and behavior changes)
Ways to measure:
• Before and after surveys
• Focus groups
• Social media conversations, particularly changes in message, penetration and sharing
• Blog and article comments
• Comparisons of competitor services and products to yours
• Media coverage analysis (before and after campaigns), including competitors’ placements and messages, message penetration, tone, and coverage compared to competitors
• Opinion polls
• Rulings, policies and legislation on issues
• Sales of services and products in your industry, overall

Objective 3: Volume attention (sales, attendance, web and social media traffic)
Ways to measure:
• Sales volume (spikes or dips before, during and after campaigns)
• Incoming calls and e-mails
• Event attendance
• Web and blog traffic
• Sudden increases of fans, followers and subscribers of social channels
• Media coverage analysis (before and after campaigns), particularly in trade niches
• Google statistics

Objective 4: Recognition & Appreciation (kudos, awards, sales support)
Ways to measure:
• Number of new, warm leads
• Sales force feedback
• Unsolicited RFPs earned
• Number of referrals
• Media coverage analysis (before and after campaigns), particularly in trade niches
• Media coverage analysis (against competitor media coverage)
• Key message delivery through media and social channels
• Number of “shares” of presentations, PowerPoints and slide shows via online channels

Objective 5: Employee recruiting and retention/employee communication
Ways to measure:
• Number of unsolicited resumes and outreach received from potential employees
• Number of resumes and outreach received from job postings
• Employee surveys
• Comparison of media and social channel coverage of organization (particularly employee sentiment)
• Awards for “best places to work” and the like
• Media coverage analysis (before and after campaigns), particularly in trade niches
• Overall retention rates

Objective 6: Investor perception (stock value, investor and analyst attention)
Ways to measure:
• Stock trading volume and activity in relation to communications campaign
• Analyst and adviser recommendations
• Analyst surveys
• P/E multiple in relation to peer group and competitors
• Stock price volatility relative to peer group and competitors
• Media coverage analysis (before and after campaigns), particularly in business and financial press
• Media coverage analysis of analyst commentary

How do you measure the effectiveness of your communications?

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