7 February 2011
Social media measurement a grey area for internal communication
Only 2.9 percent of communicators questioned are measuring the content of their organization's internal social media networks and tools.
Social media measurement is an area requiring deeper understanding among the IC community, a recent Melcrum poll has shown.
The poll asked respondents: "Is it possible to measure the content of your workforce's social media use across your organization and get actionable, quality results?"
Only 2.9 percent of those asked replied that it was possible and that they were currently performing this kind of measurement at their organization. Meanwhile, 14.3 percent believed that it was possible but that they didn't have the systems in place to achieve it.
Highlighting the desire for better understanding in this area, 25.7 percent of respondents wanted to learn more. However, 22.9 percent believed that it wasn't possible to measure the content of social media interactions effectively and 34.3 percent stated that they didn't believe social media content could be measured andsaw no real need to do so.
Having systems and technology in place to measure your internal social media can help capture innovation and give you inside knowledge into your workforce that previously may not have been available. This knowledge can then help you tailor messages more appropriately to your employees and highlight any of their key concerns to senior management.
Have your say
Do you believe social media to be a measurable channel? What should we be measuring social media for? Share your views...
Recommended resources:
Capturing the employee voice to reshape reward policies
Social Media: What role does it play for Internal Communications?
When knowledge sharing turns into knowledge hiding
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