Here we are in week eight of the Leadership and Media Strategies graduate course, and here I am in a hotel room in Union Square in the heart of San Francisco--doing homework. How do these things relate? Aside from my presence, both education experiences are covering measurements. I'm here this week getting certified in the administration of the Myers-Briggs Type Indicator (MBTI) assessment. It has been an intense 4- day process that will fortunately culminate in a professional certification. I will soon be able to administer and assist clients with this tool. I can't tell you how many times we, as participants have been reminded of the validity of this personality assessment tool. While I'm learning amazing, in-depth insights into the personality preference functions and the type dynamics associated with type codes, I am also learning about the importance of another type of measurement. The metrics and tools we can use as strategic communication professionals to measure our program's and plan's effectiveness. Just like someone wouldn't administer the MBTI assessment to measure behavior traits, when analyzing the effectiveness of a communication strategy we must ensure we select valid instruments. Validity is all about making sure that what we use to measure something is indeed measuring that very thing.
Thanks to the Department of Defense (DoD) for many things, but for now it is another acronym. MOE, is the measurement of effectiveness. Typically used for system analysis, I believe it can also be applied to communication strategy effectiveness measurement and analysis. The DoD defines MOE as the "measure designed to correspond to accomplishment of mission objectives and achievement of desired results" (2016). This acquisition blog piece goes on to illustrate that there are several characteristics to measurement of effectiveness, a few of these are:
- should be simple to state
- should be testable
- can be quantitatively measured
- should be easy to measure
Using this illustration let's examine the measurement of effectiveness of a strategic communications plan. In civilian speak the "mission objectiveness" translates to strategy goals and desired outcomes. Once a strategy has been implemented measurements should commence. In this day and age of lightning fast information upload and dissemination the moment we execute we are already in a measurement status. One more article really helps clarify the DoD's MOE for use in a digital strategy, it is "5 Ways to Measure the Impact of a Digital PR Campaign," by Blaise Lucey (2014). Lucey lists some key ways to measure the outcome (effectiveness):
- Web Traffic - measuring traffic generated to company's website or blog
- Referrals - quantitative analysis of links used to direct target audiences to website or blog
- Social Media Shares - measuring the amount of engagement generated by social shares
- Press Release Engagement - embedded links can drive web traffic and be measured
- Outputs & Outcomes - "output is a piece of coverage" so track the articles and "outcome is effectively a lead that has been generated" use metrics established to quantify leads generated
We've looked at a few clear examples of possibilities for measuring strategic communication plan effectiveness. I'd like to add one more suggested way to measure effectiveness that was not included in our assigned weekly reading but that I found both comprehensive and forward-thinking. The title was "The 5 Easy Steps to Measure Your Social Media Campaigns," by J. Davis (2012). In this illustration the author clearly defined the two types of social media measurements: "Ongoing Analytics - which is the ongoing monitoring that tracks activity over time" and the "Campaign-Focused Metrics - which is the campaign or event analytics with a clear beginning or end." I think this clear differentiation is important to effectively measuring the success of a communication strategy. Davis goes on to delineate between the two by saying that, ongoing analytics provide the "overall pulse of the general conversation about your brand or company," while campaign-focused metrics can help strategists "understand the impact of targeted marketing initiatives." In a similar list-format as Lucey's above-mentioned measurement illustration, Davis lists a few common measurement approaches based on some of the more common goals in a social media campaign. These are:
- Awareness - use metrics like volume, reach, exposure, and amplification. "How far is your message spreading?"
- Engagement - use metrics concerning retweets, comments, replies, and shares. "How many are participating, how often are they participating, and in what forms are they participating?"
- Drive Traffic - use metrics that quantify the clicks, URL shares, and conversion. "Are people moving through social media to your external site and what do they do once they're on your site?"
- Advocates and Fans - use metrics that track contributors and influence. "Who is participating and what kind of impact do they have?"
- Share of Voice - use metrics that can track your volume relative to the closest competitors. "How much of the overall conversation around your industry or product category is about your brand?"
Armed with the above examples of ways to get Measurements of Effectiveness (MOE) and a web full of application methods for extracting the suggested metrics a strategic communicator should be able to provide clear and quantifiable results to their clients with relative ease and confidence. However, when presenting result findings to clients I think I can add a bit from the other class I'm working on in San Francisco right now - MBTI. Quick overview, the MBTI was developed by Katharine Briggs and her daughter Isabelle Briggs Myers based on the works of Carl Jung, specifically related to innate personality preferences. It is a self-assessment tool that can provide a 4-letter preference type code result that demonstrates the client's innate preferences for personality functions. The course I'm in is really delving deep into the levels of the code not visible, the tertiary and inferior functions, but to keep it simple the second letter in that code deals with how someone processes information. It is the "perceiving" function. Suffice to say, not everyone is born with an innate preference for facts and figures when processing information. There are those who may process information with their preferred "intuitive" function. So let me leave you this week with this -- "know your audience" and speak their language.
Works Cited:
Author Unknown. (2016) AcqNotes. Retrieved on 7 December 2016 from
http://www.acqnotes.com/acqnote/tasks/measures-of-effectivenessrequirements.
Davis, J. (2012). "The 5 Easy Steps to Measure Your Social Media Campaigns". Retrieved on 6 December 2016 from https://blog.kissmetrics.com/social-media-measurement/.
Lucey, B. (2014). "5 Ways to Measure the Impact of a Digital PR Campaign." Retrieved on 5 December 2016 from https://www.marchpr.com/blog/pr/2014/04/ways-measure-digital-pr-campaign/
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