I’m always perplexed when I see communicators saying they want to stop pushing their newsletters by email, or replace email with social media, or replace their intranet with apps without first researching the appropriateness of the channels to the content or the needs and preferences of their employees.
Angela Sinickas explains which online analytics are useful to track for e-publications and which can either be misinterpreted or over-valued.
Between 2006 and 2007, time spent online increased by 12%, reading content online increased by 5%, and communicating online decreased by 4%.
The usefulness of electronic newsletters is about 66% for weekly newsletters and 74% for daily newsletters, but click-throughs aren’t necessarily the best measurement of how much people are reading. A better measurement is how many unique visitors read any part of the newsletter on your intranet.
The results for this study are compiled from survey data at 21 organizations that contracted with the author to undertake customized research within their companies between May 1997 and August 2004.
Which three employee information channels are “must-haves” as part of an internal communication program? Here’s what the research says.
Have someone in the communication function become the email editor, putting together a daily, tightly edited email bulletin with headlines and one-paragraph items summarizing all the separate emails others wanted to send. Each paragraph can then have a link to the full story elsewhere.
Recommendations for integrating electronic channels with others based on research with 20 companies