How do you track the success of your internal communication?

1 Define your objectives

Before you can measure the impact of your internal communication, you need to have a clear idea of what you want to achieve with it. What are the key messages, audiences, and outcomes you are aiming for? How do they align with your organizational vision, mission, and values? How do they support your business goals and strategies? By defining your objectives, you can set the direction and purpose of your internal communication, as well as the criteria for evaluating its performance.

2 Choose your metrics

Depending on your objectives, you will need to select the most relevant and meaningful metrics to track your internal communication. Metrics are indicators that help you quantify and assess the results of your communication efforts. They can be divided into three categories: output, outcome, and impact. Output metrics measure the quantity and quality of your communication activities, such as the number of messages, channels, and formats used. Outcome metrics measure the effects of your communication on your audience, such as their awareness, understanding, attitude, and behavior. Impact metrics measure the contribution of your communication to your organizational goals, such as productivity, retention, and satisfaction.

3 Collect your data

Once you have chosen your metrics, you need to collect the data that will inform them. There are various methods and sources of data collection, such as surveys, interviews, focus groups, feedback forms, analytics, reports, and observations. You should use a combination of quantitative and qualitative data, as well as internal and external data, to get a comprehensive and balanced picture of your internal communication. You should also collect data at different stages of your communication process, such as before, during, and after, to track the changes and improvements over time.

4 Analyze your data

After you have collected your data, you need to analyze it to draw insights and conclusions. You should use appropriate tools and techniques to organize, visualize, and interpret your data, such as charts, graphs, tables, and dashboards. You should also compare your data with your objectives, benchmarks, and best practices, to evaluate the strengths and weaknesses of your internal communication. You should look for patterns, trends, gaps, and anomalies in your data, and try to explain the reasons and implications behind them.

5 Communicate your findings

The final step of tracking the success of your internal communication is to communicate your findings to the relevant stakeholders, such as your managers, colleagues, and employees. You should present your findings in a clear, concise, and compelling way, using stories, examples, and recommendations. You should highlight the achievements and challenges of your internal communication, as well as the opportunities and actions for improvement. You should also invite feedback and suggestions from your stakeholders, and acknowledge their contributions and expectations.

6 Improve your communication

Tracking the success of your internal communication is not a one-time activity, but a continuous cycle of learning and improvement. You should use your findings to inform and adjust your communication strategy, plan, and tactics, and to test and experiment with new ideas and approaches. You should also monitor and review your communication performance regularly, and celebrate and share your successes and learnings. By tracking the success of your internal communication, you can ensure that it is strategic, effective, and valuable for your organization and your audience.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?