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7 Communications Challenges
Standard metrics don’t fit the myriad challenges that today’s communicators may face, so to make your measurement job simpler, we’ve picked the best metrics for some of the typical (and not so typical) challenges that relate to:
1) Earned Media (both traditional and social)
2) Content Marketing
3) Internal/Employee Communications
4) Events
5) Higher Education
6) Public Affairs
7) Nonprofits
www.painepublishing.com 2
Share of Desirable Voice over time (Google News or clip counts)
Reduction in share of undesirable voice over time
Total Engagement in social media over time (Facebook/Twitter/LinkedIn/YouTube analytics)
Increase in conversions from earned/social sources
Earned Media
(both traditional & social)
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No Brainer Metrics for:
Increase in unique sessions viewing content (Google Analytics)
Total Engagement in content (Facebook/Twitter/YouTube analytics)
Increase in conversions or sales leads from content (Omniture, Salesforce, Google Analytics)
Content Marketing
www.painepublishing.com 4
No Brainer Metrics for:
Increase in opens of emails (Banana Tag)
Increase in ratio of positive to negative comments on internal social channels and Glass Door
Increase in Employee Engagement. Employees willing to recommend as a place to work
Reduction in turnover, reduction in recruitment costs, increase in promotable employees
Internal/Employee Communications
www.painepublishing.com 5
No Brainer Metrics for:
Share of Desirable Voice over time (Google News or clip counts)
Total online Engagement around event (Facebook/Twitter/YouTube analytics)
Traffic to the Registration Page (Google Analytics)
Increased trust in the organization or qualified leads from the event (or other desired outcome)
Events
www.painepublishing.com 6
No Brainer Metrics for:
Share of Desirable Voice over time (Google News or clip counts)
Total Engagement in social media over time (Facebook/Twitter/YouTube analytics)
Traffic to the Application Page (Google Analytics)
New Qualified Applicants from Earned Media (Admissions)
Higher Education
www.painepublishing.com 7
No Brainer Metrics for:
Share of Desirable Voice over Time (Google News or clip counts)
Total Engagement in social media over time (Facebook/Twitter/YouTube analytics)
Petition signatures (Petition app)
Legislation passed/killed (Legislative tracking service)
Public Affairs
www.painepublishing.com 8
No Brainer Metrics for:
Share of Desirable Voice over time (Google News or clip counts)
Total Engagement in social media over time (Facebook/Twitter/YouTube analytics)
Traffic to the Volunteer or Donate Page (Google Analytics)
New volunteers, donors, or increase in donations
Nonprofits
www.painepublishing.com 9
No Brainer Metrics for:
Thank You!
• Find more articles about simple measurement (and all things measurement-related) on the homepage of The Measurement Advisor
• For any questions, email me: [email protected]
• Find me on Twitter: @queenofmetrics
• Follow Paine Publishing on Facebook and LinkedIn for more great news and content
• When in doubt, visit Paine Publishing online (That’s another no brainer)
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