Measuring internal communication actions is an important task, and we will explain why in this text. Performance evaluation is an essential tool for anyone wishing to promote company health, monitoring projects closely and identifying what can be improved.
We track the management of incoming and outgoing goods, organization profits and losses, costs and revenues, among other analyses. But communication is sometimes ignored or pushed aside.
This is a serious mistake, since through communication it is possible to better understand the scenario, anticipate crises and opportunities, and make a diagnosis of what actually needs your investment or not.
Like any other sector, communication requires goals, monitoring, measurement, and analysis. Only by going through each of these steps is it possible to identify the main bottlenecks and successes, in order to then proceed with work that produces effective results.
In this text, we will address not only the importance of measuring internal communication, but we will also explain what ROI is and provide some tips so you can execute this work with excellence.
Why measure internal communication actions?
Because most do not measure, which makes this work a differentiator
To understand the efficiency of an action and the results it delivers to your business, there is no other strategy to execute than measurement. As obvious as this information may seem to you, research indicates that more than 60% of internal communicators do not measure their actions or evaluate results.
If you are part of the remaining 40%, your chances of promoting better work, with more successes and fewer failures, are very high. Therefore, here is a question: which side of this percentage do you want to be on?
Because it helps improve the work
Results measurement is a crucial step in any process. Starting with strategic planning, moving through execution, and arriving at results analysis, the internal communication manager who performs measurement has a detailed scenario of what may or may not have worked.
Consequently, this manager can align their strategies to make fewer mistakes in future actions and thus constantly optimize their work.
This is why measuring internal communication actions is so fundamental. Only through this work will it be possible to improve and truly achieve the communication goals proposed for the target audience.
Because it prevents serious failures and losses
The lack of measurement is a serious failure, because not only does it omit important data, but it can also cause your team to persist in a mistake that is harmful to the company’s image — directly affecting the development and profitability of the business.
You might think this makes no sense, since the focus of this text is communication with the internal public, not the external one. But remember: it is the internal public that shapes the actions that are externalized.
A drop in productivity or misunderstanding of the organization’s policies and processes can generate losses or even stagnate the enterprise’s growth.
What is ROI and why is it important?
The acronym ROI stands for Return on Investment, helping to understand which of your company’s actions are actually worthwhile. By analyzing the ROI of your communication strategy, it is possible to justify actions or redirect investment to activities that effectively deliver results.
Even though measuring the return on investment within internal communication is complex or too abstract, it is worth noting that it is possible to find parameters capable of presenting solid arguments that justify the investment applied or not.
How to execute the results measurement work?
Results measurement depends, of course, on the resource used within communication actions. It is important to rely on the right tools, developed by specialists for better management of your internal communication.
But there are also other possibilities. Below, we list some examples of actions that can be measured without major difficulties, provided they are done with great care.
Email marketing
Through email marketing, it is possible to analyze who received, who opened, and who clicked on the sent links — there is also the possibility of knowing which links were clicked the most.
This simple information can provide answers to questions that were previously difficult to answer, such as:
- What is the best day and time to talk to the team?
- Which employees are actually interested in the information the company sends?
- What topic grabs the internal team’s attention the most and how can I make it stand out more and more?
Internal birthday actions and similar events
Through actions and dynamics, it is possible to gauge the team’s level of engagement. These activities are ideal for promoting closeness, analyzing employee profiles, better embedding a business guideline, among other functions.
In this type of action, measurement can be done through attendance control (how many employees participated in the first dynamic and how many participate today?).
It is also possible to note the names of those present and the moment they participated, using this data in future actions. Over time, you will notice who has always participated, who started interacting after a period, and who has never shown interest.
Depending on objectives and strategies, this information is essential for internal decision-making.
Online groups
Many platforms allow the creation of online groups for information exchange and suggestions among participants. As long as they are well managed, these spaces are excellent sources of feedback from the internal team.
Most of the time, these groups provide the necessary subsidy for building measurement reports that show the evolution of participation, engagement, ideas, and feedback — which can be passed on to management, for example.
Corporate TV
These are great channels for propagating organization information that needs to be fixed in the employees’ minds. In this case, results can be measured through feedback, as long as public participation is encouraged.
This strategy can also be used to publicize events and important dates for the company.
CRM platforms
Customer Relationship Management (CRM) platforms are customized spaces designed to assist in managing relations between the organization and its audiences.
This tool offers, in an organized and integrated way, real-time information and intuitively helps in processes that facilitate work and increase team productivity. The CRM used in internal communication also offers various data for building a good report.
Through this measurement, ideas for new projects, process improvements, discoveries of points that need to be fixed or removed, and much more emerge.
Did you like this article? Now that you understand the importance of measuring internal communication actions, we want to know your opinion on the subject. Leave a comment on this post talking about your experience or asking a question.
