Social Media is Missing the Point

When you don’t know what to measure, you should know you’re in trouble. Many in the social media world might be wise to consider themselves in trouble. Not long ago I interviewed the head of marketing for a $20 billion company. “Our communication people are worried about the wrong things,” he told me. “I explain… Read more

Business Strategy Drives Communication Strategy

Communication measures must be aligned with an organization’s measures. Why should the two entities work at what could be cross purposes? Communication should be managed to improve results that the company, its customers and ultimately shareholders care about? And, it needs to do so with an acceptable return on investment, meaning the cost to create… Read more

Finding ROI in Communications Audits

Talk about teaching an old dog new tricks… The venerable communication audit has been repurposed and now is playing a critical role in how organizations are managing communication to improve results. The communication audit has been around for decades.  It has been used to measure the effectiveness of formal communication channels such as newsletters, wall… Read more

Engagement Surveys That Drain Value

Must your employee engagement survey drain value from your business because its cost was greater than any gain you could expect from flawed research?  I hope you never have to ponder that dilemma! Employee and customer experience research can serve up a mountain of data that can improve a business–if the people doing the research… Read more