How do we plan monitoring activities for communication strategy implementation
How do we evaluate the process
Monitoring activities for communication strategy implementation serve to ensure that your YO’s efforts are effective and aligned with its objectives. The metrics can be planned at an early stage to evaluate the communication efforts. KPI’s – key performance indicators (such as number of followers, shares, participants in a training, partnerships etc.) are keeping a YO on the right track. Each communication channel has its analytical data and integrated metric. YOs need to take advantage of these if they wish to measure the effectiveness of their external communication. An example of a targeted objective when it comes to evaluation is – to increase the number of followers on Instagram for 30% each quarter, to increase event attendance by 20% on an annual basis and so on. Here is an overview of typical KPI to use:
KPIs:
- Social Media Metrics: Likes, shares, comments, follower growth.
- Website Metrics: Traffic, bounce rate, session duration.
- Email Metrics: Open rates, click-through rates, conversion rates.
- Event Metrics: Number of registrations, attendance rate, participant feedback.
How to learn based on our previous work
Learning from the past practices is essential for getting ahead and improving your communication efforts. It’s a milestone that shouldn’t be neglected. Every new strategy must take into consideration what you did before, what worked and what didn’t . By systematically learning from previous work, we can improve the communication processes, avoid past mistakes, and continuously improve our communication efforts and subsequently your YO performance.
Learning based on your previous work happens if you take into account the metrics and evaluation methods.Here are some ideas how to carry out this process by keeping an eye on the feedback and adjustment:
- Conduct quarterly surveys to gather audience feedback.
- Hold monthly team meetings to discuss feedback and make necessary adjustments.
- Implement changes and test new approaches based on feedback and data analysis.
What are the steps for improvement
Evaluation also serves other purposes than to know and understand what works and what doesn’t, where you overspent, where you underspent when it comes to communications for you YO. It can also serve as a content hub – you can track successes and failures, and also use them as content to reach out to your stakeholders. Real life issues in the work of a YO and follow up on both positive and less positive outcomes serve for strategic dialogue and continuous improvement of both our content and relations towards the stakeholders.
By learning from the previous work, we can focus on adapt and innovate communication strategy. Why is this important?
Because it can give you results which are not only more efficient but can also improve the quality of your programs and relationship with the stakeholders. As a YO, you need to be examining the trends when it comes to external communication. This is an ongoing process – what worked before might not work in the coming years.
What are the latest trends when it comes to external communication?
One thing that comes to mind is for example the use of AI for designing our social media communication strategy. The technology already offers and will continuously offer tools that will help our communication efforts whether we talk about content creation, language and audio-visual aid or data insights and analysis. Once you have the basics of the communication strategy and plan for your YO activities in place, you can consider benefiting further from these tools and learning how to integrate them for a wider and richer impact.