Quais métricas são essenciais considerar ao realizar uma auditoria de comunicação?

There are many metrics to consider but I want to focus on one -- the marketing staff. Calculate the number of project requests, estimate the number of hours expended or anticipated to complete these projects in a given year, the MARCOM expertise required for each project and determine the capacity in hours of existing marketing staff. Compare the demand for marketing services with the supply (capacity) of marketing staff to determine if the number and capabilities of in-house staff is appropriate.

Comm audits can be useful. They also can be a colossal time-suck. Things to consider before launching an audit: 1. Why? Often, they’re exercises in self-justification - “look at all the news clips we’ve generated!” - a poor, dispiriting excuse for the time and resources required. Decide what you’re really trying to achieve first. Then surgically tailor the audit to fit your need(s). 2. Is it quantifiable? You can elicit a flood of mainstream media hits, but to what end? Unless the audience you’re trying to engage sees or hears them, it’s a proverbial falling tree in a forest. 3. Focus on evidence of audience engagement. Even if it’s merely qualitative, reactions to content on social platforms is evidence that people noticed.

Un enfoque que me ha sido útil en mi desempeño profesional es alinear las metas y los objetivos con el propósito de la organización y con las expectativas de los Stakeholders críticos para la empresa. Enfocando hacia ellos la reputación que generan es más consistente y robusta.

This all sounds fine and groovy until you recognise one key point, which seems so often to be overlooked. IC audits are themselves Internal Communication activities. So the first step is surely to define the outcome you want from your audit, is it not? What do you want and need to be able to do with the information you're seeking to gather? Until you've defined and validated your audit's purpose, you can't know what to audit, or how. So: 1. What do you want or need to be able to do as a result of having conducted this audit? 2. What are the business benefits of you being able to do those things (and/or the business risks of you not being able to do them)?

Setting big-picture goals should be done in tandem with other members of the organization's leadership team. Agreeing on realistic expectations is key. Consensus among the leadership on goals across the enterprise, not just for communications, will keep all the essential activities aligned.

La realización de una auditoría de comunicación es esencial para evaluar la efectividad y la eficiencia de las prácticas de comunicación de una empresa o entidad. A continuación, se enumeran algunas métricas esenciales como: Alcance (Reach), impresiones, engagement, conversión, tasa de clics, compartidos, la frecuencia, tiempo dedicado, retención, la segmentación. En cuanto a los canales y herramientas, estos pueden incluir, pero no se limitan a los siguientes, como: las Redes sociales, sitio web, correo electrónico, medios de comunicación tradicionales, herramientas de automatización de marketing, herramientas de análisis de redes sociales, encuestas y cuestionarios, comentarios y retroalimentación de clientes que son primordiales.

This is very true audience and feedback is essential on communication. The vital information is that you are able to communicate with people and share your ideas with them because they will have a better understanding of the situation.

There's a lot of busywork in comms today that no one is tracking. In one entrepreneurial company I consulted, I discovered more than 15 Intranets across APAC alone. Since everyone was working in silos, their unbridled creativity had run amok, causing a massive duplication of efforts to communicate internally which created more chaos and confusion than clarity. Bringing people together from various business lines, countries, functions, etc., is an essential step in understanding what's being done that can either be amplified, leveraged, or stopped all together.

It's crucial to evaluate the effectiveness of communication channels and tools in a communication audit. High engagement, as indicated by likes, shares, and comments, suggests that the content resonates with the audience. Lower ones hint at a need to improve. Here are two essential metrics: Engagement Metrics: Measuring engagement levels with communication channels such as social media, email newsletters, and intranet platforms provides insight into the effectiveness of channels. Reach and Impression Metrics: Assessing the reach and impression of communication tools like press releases, blog posts, and advertisements helps to understand the visibility and impact of the content.

Cette phase peut être menée via une consultation quantitative et qualitative des cibles : questionnaire, entretiens one to one, focus groups.

Here are two essential metrics to consider: Content Relevance and Effectiveness: Evaluating the relevance and effectiveness of content can be done through metrics like engagement rates, conversion rates, and feedback mechanisms. High engagement rates, such as likes, comments, and shares, indicate that the content resonates with the audience. Message Consistency and Clarity: Analyzing the consistency and clarity of messages across different channels and platforms is crucial. Metrics like message alignment across platforms, tone consistency, and message clarity can provide insights into how well the messages are understood and retained by the audience.

Brevity and clarity are key, especially when attention spans are limited and the public gets millions of messages aimed at them. Testing them with your target audience should be part of any campaign before going public.

Just want to add my perspective in content & message... at times it requires more focus to communicate "what is needed" (hard line) instead of "what is pleasant". Making it digestible/sugar quoted (every time, specifically) is not possible ... deliver in best possible manner & shift focus on controlling the impact

Realizar una auditoría de comunicación es una práctica que permite evaluar el estado actual de las comunicaciones de una organización, tanto interna como externa. A continuación, se describen algunas métricas esenciales para tener en cuenta a la hora de realizar una auditoría de comunicación centrada en contenido y mensajes, que son: la Claridad y coherencia del mensaje, audiencia y alcance, frecuencia y consistencia, engagement. Como también, se debe utilizar herramientas de análisis de sentimientos, para medir la opinión pública y la reputación de la organización en línea, a través de las interacciones y comentarios de la audiencia. Los Medios ganados vs pagados, posicionamiento de palabras clave, y el Feedback y ajuste.

Lors de la réalisation d'un audit de communication, les indicateurs essentiels incluent la qualité du contenu et des messages. Il est crucial d'évaluer la clarté, la pertinence et la cohérence des informations transmises. Un contenu bien articulé renforce la compréhension et l'engagement des audiences cibles, contribuant ainsi à la réussite globale de la communication de l'organisation. Les messages doivent également être alignés avec les objectifs stratégiques, évitant toute ambiguïté qui pourrait compromettre l'image de l'entreprise. En analysant ces aspects, un audit de communication peut identifier des opportunités d'amélioration et garantir une communication efficace et alignée sur les objectifs organisationnels.

Una auditoría de comunicación puede implicar un análisis detallado de muchos aspectos, pero la audiencia es vital; ya que trata de comprender quiénes son los espectadores y cómo están involucrados con la persona. Esto puede incluir la demografía, geografía, comportamiento en línea y preferencias de contenido. Por otro lado, los comentarios y la retroalimentación se destacan de manera importante, puesto que los comentarios de la audiencia son valiosos. Considerando, cuál es la calidad de los comentarios y la audiencia,que se siente escuchada y respetada. Recordando, que una buena auditoría de comunicación no se trata solo de recopilar datos, sino de utilizarlos de manera efectiva para informar futuras estrategias de comunicación y marketing.

Para mi, la clave es entender al proceso como un diálogo permanente y constante con los Stakeholders críticos. En el que la escucha activa debe ser la primera actividad, y tras ella la construcción de relatos consistentes con lo que la compañía hace en su día a día. La verdad es crítica en la construcción de buenos argumentos para tu relato.

If you can read "the room," you can persuade. It's the tone that matters more than anything. The truth in sentiment analysis is to be found in the intensity of emotions and opinions. It's not just about numbers. Watch where, when, and how people speak. Are they at ease? Are they frustrated? Are they silent? When they speak are they clear and resolute or uncertain? Anyone can say something useful, but not everyone can say something that resonates with the audience. The best way to know what resonates is to listen carefully.

1.- Debemos segmentar nuestra audiencia identificando características demográficas, comportamentales y psicográficas. 2.- Dirigir mensajes específicos adaptándolos según segmentos para ser más relevantes y utilizar los canales preferidos por cada grupo demográfico. 3.- Recopilar los comentarios implementando encuestas, entrevistas y grupos focales para obtener retroalimentación. Monitorear las redes sociales y comentarios en línea para captar respuestas. 5.- Analizar los datos cuantitativa y cualitativamente para identificar patrones y tendencias que informen ajustes estratégicos según los comentarios recibidos y fomentar la comunicación bidireccional para mantener relevancia, efectividad y engagement.

Para um feedback eficaz, em um mundo movido por dados, aquela frase "se não pode ser medido, não pode ser gerenciado" faz total sentido. Quanto mais segmentarmos as análises, mantendo sempre os objetivos estratégicos em mente, melhor para compreender o público. Agora, mudando para um viés mais subjetivo, os comentários e feedbacks são uma verdadeira mina de ouro. Eles nos proporcionam uma visão única do que o público está pensando. É crucial avaliar não apenas o conteúdo dos comentários, mas também como as pessoas se sentem ao serem ouvidas e respeitadas. Uma boa auditoria de comunicação, deve saber como extrair e utilizar essas informações para planejar as próximas estratégias ainda mais certeiras.

An in-depth communications audit includes a number of metrics and other respondents have described those already. A strategic communications audit goes beyond the metrics to assess the existence and strength of relationships -- because no one communicates effectively alone. What is your media relations strategy and do you have strong enough relationships in place to actually execute it? What is your outreach and engagement strategy in the community that has the audiences you want to reach? Do you have partners and collaborators already in place to help you get your Call to Action to your targeted audience? Have you identified the key relationships you need to strengthen and how you will do that?

One important question that the audit needs to answer is whether Communications resonate with the overall corporate strategy and business plan. Aligning success metrics across Communications, Marketing, and Business functions is crucial alongside having a holistic view over corporate strategy. Evaluate if the metrics measured are vanity metrics or value indicators. It is quite challenging to measure the impact of communications but when connected to the overall goals, it becomes much clearer to defend and present to the top management.

Una auditoría de comunicación es un proceso crítico para evaluar y mejorar las actividades de comunicación de una organización. Es necesario identificar e implementar métricas clave para medir y evaluar la eficacia de las estrategias de comunicación. Por ello, aquí se presenta una lista de algunas de las métricas más esenciales a considerar, que son: Alcance, Engagement, Tasa de conversión, Participación en eventos, Retención de información, Opinión Pública, Medios ganados, SEO y visibilidad en línea, Feedback del cliente, Costo por acción (CPA), Retorno de la inversión (ROI).

Of course this part would be the most important metrics because after all, we want to measure the result of communication whether it achieves the desired results which are mostly change in the opinion or behavior of the target audience. It could measure that through public opinion, comments from the audience, maybe number of positive and negative reactions on the social platform such as likes, emojis.

Track outcomes like awareness, engagement, satisfaction. Measure impacts such as behavior change, business growth. Link to goals, objectives for alignment. Demonstrate value and ROI through metrics, analytics, and performance indicators.

After completing a communication audit, it's essential to convert findings into actionable recommendations and strategies. Here are two examples: Enhance Audience Segmentation: Develop communication strategies for different segments based on audience demographic analysis. For example, if the audit reveals a significant audience segment interested in sustainability, craft messaging that emphasizes the company's eco-friendly initiatives. Optimize Channel Mix: After assessing channel effectiveness, recalibrate the channel mix to achieve better reach and engagement. For instance, if the audit shows low engagement on Twitter but high engagement on LinkedIn, reallocate resources to prioritize LinkedIn content.

Developing recommendations and an action plan for a communication audit involves translating the findings of the audit into actionable steps that will address identified weaknesses and capitalize on strengths. Reviewing the findings of the communication audit is a good starting point for recommendations and action plans. It is important to generate actionable recommendations for addressing the identified weaknesses and capitalizing on strengths; ensuring that recommendations are specific, measurable, achievable, relevant, and time-bound (SMART). A continuous monitoring and evaluation of the impact of the changes implemented as part of the communication audit is crucial, measuring progress against established metrics and objectives.

In my experience, it is essential to understand the corporate leadership's goals for the company. If your recommendations and action plans can connect back to their goals, they will be more likely to get support. For instance, if the company is launching a new product to SMBs, and has traditionally targeted enterprise companies, show how your communications strategies can help them reach this new audience.

A mon sens, 2 étapes sont essentielles - Partager les résultats de votre audit avec l'équipe communication et le comité de direction pour prioriser collectivement les actions à implémenter - Puis transformer en actions concrètes assorties d'indicateurs SMART les recommandations issues de votre audit

Algo que siempre me ha funcionado es mantener un proceso activo donde todos los involucrados participen. Es decir, bajar en un plan de acción, con objetivos y deadline, así como revisar si esas fechas han funcionado para el logro de los objetos. Seguir los procesos es una prioridad en mi trabajo y es, de hecho, parte de la vida misma, saber aceptar que se debe seguir un paso a paso y con ello progresar, es algo que permite el crecimiento.

Performing a communications audit involves evaluating the effectiveness of all your organization's communication tools and strategies. Here are a couple of essential metrics to consider: Reach and Frequency : Measure how many people you are reaching and how often. This includes understanding the breadth of your audience across different platforms and communication channels. Channel Effectiveness: Determine the effectiveness of each communication channel you use (email, social media, websites, internal communication platforms, etc.) in terms of audience reach, engagement, and content delivery. A comprehensive communications audit will often tailor these metrics to fit the specific needs and goals of the organization.

Measurement should be built into all communication campaigns. Technology has ensured that we no longer have to shoot in the dark in all our communications. It effectively means that communicators target audiences effectively and package content, to resonate with the audiences effectively. In future, communications experts should have bold conversations to illustrate their contribution to their organisations revenues/ profits or impact on communities they serve.

1. A communication’s audit shouldn’t be a one off exercise, we should put the mechanism in place to make this practice an integral and continuous part of the communication team’s work. 2. It’s also important to train all your staff (not just the communication team) about your company mission, values, and key messages and also to equip them with relevant materials to share if they wish to talk or post about your brand. Each staff member is a brand ambassador for your company and if they are excited to talk about your brand and if they do so in an aligned way, this will speak volumes about your company culture and mission.

Primeiro é importante ter metas claras, atingíveis em quantidade e prazos de forma exequível e que tenham impacto para o negócio, indo além das comunicação.

Such fantastic advice. My two bits... 1) Set goals BEFORE you start the campaign 2) Let the team / agency/ dep know that the audit will be done 3) Let them know WHEN it will be done 4) Define the parameters of the audit BEFORE the start of the campaign No point doing an audit on work done when you suddenly decide that based on powers-that-be or a new CEO/ CMO/ CCO's 'fresh' vision in the company that the goal post should be uprooted and put on a different path all together without telling the agency. That's when you have team on the defensive trying to force fit their work into a new matrix sprung on them making it a maddeningly annoying and frustrating experience on both sides.