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How can you measure corporate communication success with data?

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Corporate communication is a vital function for any executive manager, as it shapes the reputation, culture, and performance of the organization. However, how do you know if your communication strategy is effective and aligned with your goals? The answer is data. Data can help you measure, analyze, and improve your corporate communication success in various ways. In this article, we will explore some of the key metrics and tools that you can use to track and optimize your communication outcomes.

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Ricardo Caraline Fingolo

Head de Negócios & Pessoas | Expert em Lideran?a, Finan?as e Transforma??o de Negócios | Conselheiro Consultivo |…
Rami Kaibni, PgMP?, PMP?, CBAP?

Project Management (20+ Years) | Construction Management | Projects Director | PMO Management Consultant | 50+ Global…
Andreas Dietler

Sicherheit und Gesundheit sowie Umweltschutz und Qualit?t aus 25 Jahren Erfahrung in Projekten und im Management. HSEQ…

1 Audience reach

One of the most basic indicators of corporate communication success is how many people you can reach with your messages. Audience reach can be measured by different metrics, such as impressions, views, clicks, shares, or downloads, depending on the type and channel of your communication. For example, if you publish a blog post, you can track how many people visited your website, read your post, or shared it on social media. If you send an email newsletter, you can monitor how many people opened it, clicked on the links, or forwarded it to others. By measuring your audience reach, you can assess how well you are attracting and engaging your target groups, such as customers, employees, investors, or media.

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Rami Kaibni, PgMP?, PMP?, CBAP?

Project Management (20+ Years) | Construction Management | Projects Director | PMO Management Consultant | 50+ Global Credentials | Professional Development Mentor | Career Coach
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Surveys can be very helpful for this purpose. For example, conducting regular surveys to measure employee engagement levels and anylizing the responses will help you understand the effectiveness of internal communication efforts.

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Andreas Dietler

Sicherheit und Gesundheit sowie Umweltschutz und Qualit?t aus 25 Jahren Erfahrung in Projekten und im Management. HSEQ from 25 years of experience in projects and in management.
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When it comes to communication, it is important to get the message to employees in such a way that they can understand it. A first step in the right direction would be to choose the medium with which the employees can be reached. If 2/3 of the workforce doesn't even have an email address, sending it out via electronic media (Teams/Zoom/Webex/or whatever) is not effective.

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Ricardo Caraline Fingolo

Head de Negócios & Pessoas | Expert em Lideran?a, Finan?as e Transforma??o de Negócios | Conselheiro Consultivo | Mentor | Entusiasta em IA | Top 7 Creators em Gest?o e Lideran?a LinkedIn Brasil | +13MM em Impress?es
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Alcan?ar o público-alvo é fundamental para o sucesso da comunica??o corporativa e pode ser avaliado por meio de diversos indicadores, como impress?es, visualiza??es, cliques, compartilhamentos ou downloads, dependendo do tipo e canal de comunica??o utilizado. Por exemplo, ao publicar um post em um blog, é possível acompanhar quantas pessoas visitaram o site, leram o post ou o compartilharam nas redes sociais. Da mesma forma, ao enviar uma newsletter por e-mail, é possível monitorar quantas pessoas a abriram, clicaram nos links ou a encaminharam para outros. .

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Chris Bird

Servant Leader I Project Management Professional (PMP) I P&L Management l General Mgt. Executive I Sales & Marketing l Operations l l Budgeting & Forecasting I Problem Solver I BPO I Off Shore/International Experience
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Measuring corporate communication success with data involves leveraging key metrics to evaluate communication strategies' impact, effectiveness, and alignment. One pivotal indicator is employee engagement, gauged through surveys, collaboration platform analytics, and feedback mechanisms. Alignment with organizational goals is crucial. Monitoring communication channels is essential. Feedback mechanisms, including sentiment analysis and employee surveys, provide insights into messages' perceived tone and impact. And quantitative measures, such as website analytics, click-through rates, and campaign-specific metrics, offer data on external communication effectiveness.

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2 Message clarity

Another important aspect of corporate communication success is how clearly and consistently you convey your messages. Message clarity can be measured by different metrics, such as readability, sentiment, tone, or keywords, depending on the type and channel of your communication. For example, if you write a press release, you can use tools like Hemingway or Grammarly to check the readability and grammar of your text, or use tools like MonkeyLearn or MeaningCloud to analyze the sentiment and tone of your language. If you create a video or a podcast, you can use tools like Otter or Descript to transcribe and edit your audio, or use tools like Lumen5 or Headliner to add subtitles and visuals. By measuring your message clarity, you can ensure that you are communicating effectively and persuasively with your audiences.

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Ricardo Caraline Fingolo

Head de Negócios & Pessoas | Expert em Lideran?a, Finan?as e Transforma??o de Negócios | Conselheiro Consultivo | Mentor | Entusiasta em IA | Top 7 Creators em Gest?o e Lideran?a LinkedIn Brasil | +13MM em Impress?es
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A clareza da mensagem é um aspecto crucial para o sucesso da comunica??o corporativa, e pode ser avaliada por meio de diversos indicadores, como legibilidade, sentimento, tom e palavras-chave, dependendo do tipo e do canal de comunica??o utilizado. Por exemplo, ao redigir um comunicado de imprensa, é possível utilizar ferramentas como Hemingway ou Grammarly para verificar a legibilidade e a gramática do texto, ou utilizar ferramentas como MonkeyLearn ou MeaningCloud para analisar o sentimento e o tom da linguagem empregada.

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Andreas Dietler

Sicherheit und Gesundheit sowie Umweltschutz und Qualit?t aus 25 Jahren Erfahrung in Projekten und im Management. HSEQ from 25 years of experience in projects and in management.
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The language must also be chosen accordingly. Telling a machine operater about DB1, DB2, EBIT, TLTI, or similar will only be met with incomprehension. (Be honest, would you have known what these abbreviations mean?)

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3 Feedback quality

Another essential factor of corporate communication success is how much and what kind of feedback you receive from your audiences. Feedback quality can be measured by different metrics, such as ratings, reviews, comments, surveys, or polls, depending on the type and channel of your communication. For example, if you launch a new product or service, you can ask your customers to rate and review it on your website or on third-party platforms, or you can collect their feedback through surveys or polls. If you host a webinar or a workshop, you can ask your participants to rate and comment on your presentation, or you can gather their feedback through surveys or polls. By measuring your feedback quality, you can evaluate how well you are meeting the needs and expectations of your audiences.

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Ricardo Caraline Fingolo

Head de Negócios & Pessoas | Expert em Lideran?a, Finan?as e Transforma??o de Negócios | Conselheiro Consultivo | Mentor | Entusiasta em IA | Top 7 Creators em Gest?o e Lideran?a LinkedIn Brasil | +13MM em Impress?es
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A qualidade do feedback é um fator crucial para o sucesso da comunica??o corporativa, pois reflete a eficácia e a relevancia das mensagens transmitidas. Essa qualidade pode ser avaliada por meio de diversos indicadores, como avalia??es, comentários, pesquisas ou enquetes, dependendo do tipo e canal de comunica??o utilizado. Por exemplo, ao lan?ar um novo produto ou servi?o, é possível solicitar aos clientes que o avaliem e deixem comentários em sua plataforma online. Além disso, ao monitorar as intera??es em redes sociais, é possível identificar sentimentos e opini?es sobre a marca ou os conteúdos compartilhados.

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Andreas Dietler

Sicherheit und Gesundheit sowie Umweltschutz und Qualit?t aus 25 Jahren Erfahrung in Projekten und im Management. HSEQ from 25 years of experience in projects and in management.
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Corporate communication must always work in both directions. And feedback is a good tool if it is used correctly and consistently. Making the receiver of one message the sender of a new message is a good way. This also increases appreciation. Regardless of whether it is a customer or an employee, appreciation is always rewarded.

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4 Impact results

Another crucial dimension of corporate communication success is how much impact you create with your communication. Impact results can be measured by different metrics, such as conversions, leads, sales, retention, loyalty, or referrals, depending on the type and channel of your communication. For example, if you run a marketing campaign, you can track how many people converted from your communication to your desired action, such as signing up, buying, or subscribing. If you implement an internal communication program, you can measure how many employees improved their performance, satisfaction, or retention. By measuring your impact results, you can demonstrate how your communication contributes to your organizational goals and outcomes.

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Andreas Dietler

Sicherheit und Gesundheit sowie Umweltschutz und Qualit?t aus 25 Jahren Erfahrung in Projekten und im Management. HSEQ from 25 years of experience in projects and in management.
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Just counting the number of feedback or likes produces a number, but does this figure really mean what will help the sender of the message? Wouldn’t it make more sense to evaluate the quality of the feedback. And above all, to use the feedback as a basis for changes, adjustments or new developments?

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5 Benchmark comparison

Another useful way of measuring corporate communication success is by comparing your results with your competitors or industry standards. Benchmark comparison can be done by using different tools, such as Google Analytics, SimilarWeb, BuzzSumo, or Socialbakers, depending on the type and channel of your communication. For example, if you want to compare your website traffic, you can use Google Analytics or SimilarWeb to see how your visitors, sources, and behavior compare to your competitors or industry averages. If you want to compare your social media performance, you can use BuzzSumo or Socialbakers to see how your content, engagement, and influence compare to your competitors or industry averages. By doing benchmark comparison, you can identify your strengths and weaknesses, and learn from the best practices of others.

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Andreas Dietler

Sicherheit und Gesundheit sowie Umweltschutz und Qualit?t aus 25 Jahren Erfahrung in Projekten und im Management. HSEQ from 25 years of experience in projects and in management.
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Overall, we should be aware that every person and every company is individual and has its own strengths and weaknesses. Healthy competition can move us forward, but too much focus on the competition can also hold us back. In a world in which more and more attention is paid to sustainability, the desire for ever more growth may no longer be forward-looking.

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6 Data visualization

One final tip for measuring corporate communication success with data is to use data visualization to present and communicate your findings. Data visualization can help you make sense of complex and large data sets, and highlight the key insights and trends. Data visualization can be done by using different tools, such as Excel, Tableau, Power BI, or Google Data Studio, depending on the type and channel of your communication. For example, if you want to visualize your email marketing metrics, you can use Excel or Tableau to create charts and graphs that show your open rate, click rate, bounce rate, or unsubscribe rate. If you want to visualize your social media metrics, you can use Power BI or Google Data Studio to create dashboards and reports that show your reach, engagement, sentiment, or influence. By using data visualization, you can communicate your corporate communication success more effectively and persuasively.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you measure corporate communication success with data?

1

2

3

4

5

6

7

1 Audience reach

2 Message clarity

3 Feedback quality

4 Impact results

5 Benchmark comparison

6 Data visualization

7 Here’s what else to consider

Executive Management

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How can you measure corporate communication success with data?

1

2

3

4

5

6

7

1 Audience reach

2 Message clarity

3 Feedback quality

4 Impact results

5 Benchmark comparison

6 Data visualization

7 Here’s what else to consider

Executive Management

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感谢您的反馈

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