Donovan Group Insights

How Do You Measure the Impact of Communications?

You put a lot of effort into your communications. You spend time brainstorming, drafting and finalizing each message in the hopes that audience members will find them useful or entertaining (or both). Creating the message is just the beginning—once your message is out in the world, you have to measure its impact.

Impact isn’t something you guess at. You don’t have to decide whether the message “feels” impactful or not. Rather, impact is very much quantifiable. Let’s go over some metrics that will help you measure the impact of your communications.

Social media analytics

Every social media platform has analytics that measure how many people see and interact with your content. These analytics include shares, comments, reactions, video views and more. The number of followers or subscribers can also reveal the impact of your messaging, particularly if these numbers fluctuate after a specific announcement or campaign.

Email newsletter clicks

Another easy way to measure impact is by monitoring the number of clicks on email newsletters. This number will tell you which emails were more or less engaging, allowing you to adjust your communication strategies accordingly.

Video watch time

Do more than track views. Take video analytics a step further by tracking how many audience members watched until the very end. A long watch time means your audience found the video very insightful or interesting. By contrast, a short watch time could mean your team needs to reassess their video production strategies.

Web page views

Web page views can help you measure impact by revealing which pages people visit the most. For example, if you’ve been posting content about open enrollment, you might notice a surge in traffic to your enrollment page. In this way, page views can tell you how many people took action after seeing your messages.

Survey participants

You might create a message asking the community to complete a poll, survey or questionnaire. The number of resulting participants indicates how many people were motivated to help make a difference in your district.

Attendance rate

Metrics don’t just exist online. The impact of your messaging is also reflected in the number of people who attend in-person events. Keep track of attendance rates for recurring events, so you can improve future communications and boost attendance even more.

Communication efforts don’t stop once the message is out there. Your team has to track the impact of those communications and determine whether they’re resonating with your audience. The metrics discussed here (plus many others) will put you on the path to impactful, meaningful messaging.

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