A dashboard of communication metrics is a great way to share with senior leaders the progress being made on achieving key performance indicators. Like a report card, it can synthesize a great many smaller scores into overall trends that can be absorbed at a glance.
Just like the managers of other business functions, communicators need to measure how effective our work is. However, the metrics need to be ones that we can act oneither to keep doing what we’re doing or to know what and how to change.
It’s nearly impossible to quantify the ROI of an entire communication program for an entire business strategy in a way that makes sense to executives. You’ll need to pick one particular business initiative that supports one business strategy.
How to carry out a communication audit depending on your organization’s need and budget, starting with observational metrics before qualitative and quantitative research.
Most senior executives know how to run an organization, but few understand how to use communication. No surprise, then, that they understand even less about communication metrics. Yet they can be stubborn about having you measure what they want, even though it may not help them reach their objectives.
Book review of IMC The Next Generation: The book is organized around the authors five steps for using IMC, three of which involve measurement. Other chapters cover the background of IMC and its future, guiding principles for implementation, and how to organize a company so it can better integrate and align its functions around customers.
If we don’t take control of the metrics to be measured by, they will control us when management chooses the wrong targets.