If you communicate for a living, your wage is tied to how well you gauge.
Just as marketers must meticulously track the success (or failure) of campaigns, communicators should be able to demonstrate how well they’re reaching the target audience. You wouldn’t run an ad campaign without first defining your objectives and setting up tools for measurement, so why should internal communications be any different?
Here are four reasons to start measuring the effectiveness of your work:
1. You’ll see what isn’t working. If your newsletter consistently gets zero views or opens, is it worth the effort? How about all those tweets sent into the void?
Once you collect the data to prove that a channel is ineffective, you can adjust your strategy accordingly. Some initiatives might need a fresh approach, or you might end up scrapping some projects altogether.
Either way, you can’t fix what you don’t know is broken.
2. You’ll see what is working. Hopefully you’ll uncover some good news, too.
If you find that a channel is overperforming, run with it. Invest more time and energy toward pieces and platforms that your colleagues prefer. If you’re communicating open enrollment through the monthly newsletter—but employees are more likely to take action when they see it on the intranet—don’t be afraid to switch gears.
3. You’ll build your case for a bigger budget. Most company leaders will not automatically recognize the need for investment in internal communications. So, if your execs are weighing whether to invest in a new intranet platform or to hire another employee, you’ll need plenty of data to bolster your case.
Good luck getting approval for a bigger budget—or any budget—without hard proof demonstrating ROI on specific internal communication initiatives.
4. You’ll tie your efforts to the success of the company. Engaged and motivated employees are the lifeblood of any organization. It’s up to communicators to consistently prove this in some numerical sense.
Your initiatives might not land new customers or generate revenue, but employee retention is no small financial consideration. Neither is shoring up manager communication.
Meticulously measuring internal communication is the best way to prove your team’s value and importance. If you want to gain respect, clout and internal authority, measuring your campaigns is the best place to start.
A version of this post first appeared on the Tribe Good Company blog.