Why listening is the key to effective comms measurement - chunk 6

outcomes Over the last few decades, communicators have made big strides with measurement, effectively developing a common set of metrics to assess performance, including surveys, engagement rates, click-throughs, readership and online traffic. However, while this data provides valuable insights into comms activities and outputs, it only reveals part of the picture. Communicators need to go beyond clicks and ‘likes’ to understand what employees know, how they feel, and how their behaviour has changed. It’s the outcomes that are meaningful, not just the outputs. Imagine having an impressive open rate for a company-wide email—the 70% statistic only tells you so much.