Why you must meticulously track internal communication initiatives

If you communicate for a living, your wage is tied to how well you gauge.

Just as marketers must meticulously track the success (or failure) of campaigns, communicators should be able to demonstrate how well they’re reaching the target audience. You wouldn’t run an ad campaign without first defining your objectives and setting up tools for measurement, so why should internal communications be any different?

Here are four reasons to start measuring the effectiveness of your work:

1. You’ll see what isn’t working. If your newsletter consistently gets zero views or opens, is it worth the effort? How about all those tweets sent into the void?

Once you collect the data to prove that a channel is ineffective, you can adjust your strategy accordingly. Some initiatives might need a fresh approach, or you might end up scrapping some projects altogether.

Either way, you can’t fix what you don’t know is broken.

2. You’ll see what is working. Hopefully you’ll uncover some good news, too.