Every piece of content you create tells you a story about the effect you are having on your audiences.
We often get asked about how best to measure communication online to demonstrate impact. Every piece of online content is trackable and has data associated with it. Published content can tell you who has seen it, who has engaged with it, and in social media especially, who has shared it, commented on it, reposted it. These metrics are invaluable to us because they allow us to do the following:
We track metrics online because as communicators with the intention to create behavioural change, we need to be able to do the following, every day:
- Interpret information and content that we are publishing and using for social change purposes;
- Track the quality and nature of our relationships (often shared between online and offline contexts);
- Build relationships and achieve our aims with insights into how to do this;
- Tell others about our achievements, what working, and also, what strategies need to change.
So, what should we be tracking if we want to do all of the above?
In our ‘Online Metrics and what to track’ workshop, we dive into data and tease out some of the easiest ways to measure and define how your online communication brings about your desired impact.
→Want the slides? You can download them!
Would like to sign up to our Open Workshop Series to gain valuable insights for your online communication practice? Are you interested in joining a community of like-minded practitioners?
