Why listening is the key to effective comms measurement - chunk 7

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. It doesn’t reveal how the message was received or acted upon—and that’s where the true value lies. “A lot of businesses measure activity but not impact. You need to ask what the data means.” Comms leader So how can communicators go beyond the vanity metrics and the transactional data?