Now, how are you using that information? Being able to track long-term results over time is interesting, and can be helpful when you’re planning your communications strategy for next year.
But one of the best reasons to watch these metrics is to tweak what you’re doing as you go. It allows you to try smaller shifts and see how employees respond.
For example, we once launched a CEO Q&A feature in an employee publication. Employees weren’t clicking on it very much. Rather than jumping to the conclusion that employees just weren’t interested in what leadership had to say about the business, we tried exploring the same topics in video. We also included other members of the leadership team, so that employees could see and hear not just the CEO but other top executives as well. Viewership was much higher than readership of the article had been.
For the holiday edition, we tried a blooper reel. It was the most watched video of the year. Now we’re experimenting with adding a few outtakes at the end of each video. So employees who watch the entire leadership video on a serious topic — like a recent acquisition or why a customer-centric approach is important to the business — are rewarded with a handful of funny bits at the end.
Sometimes people seem to view measurement as a pass-fail equation. Yes, it can show what’s succeeding and what isn’t. But communication is fluid and multi-factorial, and measurement allows us to fiddle with the dials before making a final call on whether something’s working or not.
Interested in using measurement to tweak your communications? Tribe can help.