And rightly so.
As modern day internal communicators, we have the tools to monitor the effectiveness of messaging, channels, tools and techniques.
Comms veteran Sean Williams pointed this out in a hugely popular blog post: “We need to make decisions based on facts and data, not conjecture and conventional wisdom. That takes research.”
Such an approach makes perfect sense.
In fact IC experts across the board seem eager to put more emphasis on strategy in employee communications.
With this in mind, the latest research emerging on intranet measurement is somewhat alarming.
The report, commissioned by the Intra.NET Reloaded London 2017 event, saw more than 200 organisations quizzed over intranet habits.
More than 80 per cent of respondents confirmed they use analytics to track user habits.
However less than half (38 per cent) actually report the findings on a monthly basis.
The remaining 62 per cent did it less frequently – with one in ten NEVER reporting any findings to senior leadership.
Other key findings include:
• 65 per cent of respondents established an intranet before 2010.
• SharePoint was the most popular platform – with almost half (48 per cent) opting for the Microsoft tool.
• Responsibility for the intranet launch sat firmly with IC professionals (39 per cent) followed by IT (29 per cent) and Marketing Comms (16 per cent).
• More than half (59 per cent) have a dedicated marketing budget specifically for the organisation’s intranet.
To read the full report, click here….