Each Wednesday for 6 weeks, the Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will also learn how to build research into the beginning of your planning process in ways that are fast, easy and inexpensive. At the end of communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment.
Angela Sinickas explains ROI for nonprofits to Yvette Boysen: “To calculate ROI, you need to be able to connect communication inputs with an output of changed behavior.” Nonprofits may also be to calculate the ROI in terms of the benefit to society.
You know you should be measuring communication, but you have no budget, no time–and no permission to pester your audience with questions. Stop looking at those as barriers and learn to see them as opportunities to find creative ways to gather data on effectiveness.
Is standardizing the way we measure internal communication really the best approach for all organizations? Principles, rather than prescribed techniques, may be preferable.
The impact of social media on business can be difficult to measure, yet there are a number of subtle or indirect approaches you can take.
How can you educate a senior executive who has not yet “seen the light” to value the communication functionand youmore highly?
Measurement experts Angela Sinickas and Kevin Ruck recently engaged in a LinkedIn debate about the value of measuring the return on investment of internal comms interventions.
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.