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How does your company measure up?

How does your company measure up?

We’re more than halfway through the year. How is your communications strategy doing against the goals you set for it? Or did you forget to set goals? Goals are different for each organization, but it’s important to have some benchmarks in mind as you set out to reach your audiences.

Even if you didn’t define any goals at the beginning of the year, it’s not too late to start. Here are a few simple, but useful, metrics to keep an eye on for the remainder of 2019:

Media impressions: Every time your organization appears on the news, in print, or online, there is a number attached to that placement indicating how many people viewed your news. A media monitoring tool such as Universal can help you easily track your impressions.

Your social footprint: Most social channels make it easy for business pages to see what kind of content is resonating with your followers. Posts with the highest interaction (likes, comments and shares) are the ones you should model as you continue developing content.

Email clicks: If you send an email newsletter, pay attention to not only your open rate but also your click-through rate. If you only post a teaser of a story in the email and make the reader jump to the full content on your website, you’ll easily be able to see what type of content your audience enjoys reading.

Website traffic: All of the metrics listed above work together and often lead back to your website. Your audience may visit your website after seeing a story on the news, or your social channels and email newsletters may link back to a certain web page.

These are baseline metrics that are relatively simple to understand and monitor. Next year, try setting your goals early so you can dive deeper into the analytics. Better yet, set your goals in Q4 2019 so you’re measuring as soon as the calendar flips to 2020. And if you need help, give us a call.

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