Internal communicators desire more meaningful metrics, survey says

Counting opens isn’t enough, respondents say in a Ragan/PoliteMail survey. But many find it hard to measure whether they’re making a difference—and most aren’t measuring at all.

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ABB Inc. recently posted an article on its intranet: “Don’t get rejected: 5 tips for submitting a smooth expense report.”

When U.S. Internal Communications Manager Matthew Young measures the success of that story, he won’t be just counting email opens and clicks. He will focus on whether there is a subsequent decline in the number of rejected expense reports.

ABB illustrates the challenge for communicators as they weigh the question of output versus outcomes, a matter highlighted in a survey, “Internal Communications Measurement,” from PoliteMail and Ragan Communications.

For the complete survey results, download the free report “Internal Communications Measurement Survey Results.”

The challenge of measuring outcomes is widespread in the industry, the survey reveals. Some confess they aren’t sure what to measure.

One survey respondent wrote, “I would say we are in our infancy when it comes to our knowledge about how to effectively measure internal communications and what methods are available to us.”

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