Half of firms ‘failing to monitor intranet engagement’
Measurement is big business in today’s internal communications industry.
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, internal communication 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 event, saw more than 200 organisations quizzed over intranet habits.
More than 80% of respondents confirmed they use analytics to track user habits.
However less than half (38%) actually report the findings on a monthly basis.
The remaining 62% did it less frequently – with one in ten NEVER reporting any findings to senior leadership.
Other key findings include:
65% of respondents established an intranet before 2010.
SharePoint was the most popular platform – with almost half (48%) opting for the Microsoft tool.
Responsibility for the intranet launch sat firmly with IC professionals (39%) followed by IT (29%) and Marketing Comms (16%).
More than half (59%) have a dedicated marketing budget specifically for the organisation’s intranet.
To read the full report, click here….
