Measuring Internal Communication: What Really Matters in Large Companies

Measuring every aspect of internal communication might seem useful, but in large companies, it can easily distract you from the goal. On the other hand, ignoring data altogether is a fatal mistake. The solution? Measure what truly matters to achieve real results. As Peter Drucker famously said, “If you can measure it, you can control it.”

Let’s explore which strategic metrics you should focus on.

Why Not Measure Everything?

Measuring everything means wasting resources and time. Too much data can confuse and divert attention from what really matters: achieving your goals.

Not measuring anything, on the other hand, makes you lose control over your strategy and leads to poor decision-making. Without data, you can’t know what works and what doesn’t.

The key is to find the right balance and only measure what allows you to make informed decisions and optimize your internal communication.

The Metrics That Make a Difference

Here are the strategic metrics you should monitor to improve internal communication in your company, keeping in mind the importance of choosing the right medium for each situation. Using the most appropriate channel for the content you’re communicating can really make a difference in the effectiveness of your communication.

1. Reach and Open Rate: The Starting Point

Reach and open rates are among the first metrics to consider. These figures tell you whether your message was seen, but not whether it had an impact. It’s important to understand if the message led to concrete actions, such as clicks, shares, or discussions. A high open rate may seem like a good result, but without real interaction, the message may have missed its mark. The choice of medium plays a significant role here: for example, a well-designed newsletter or a podcast is more likely to be opened than a corporate bulletin that might feel impersonal or too lengthy.

2. Reading Time and Scroll: Attention Matters

The time people spend reading or scrolling through content is a key metric for assessing communication effectiveness. An employee who reads for just a few seconds or immediately abandons the content indicates that attention hasn’t been captured. The format of the content is crucial: short videos or visual messages are likely to hold attention better than long written articles. Furthermore, the type of content matters: a video might be more effective in explaining a complex concept, while a quick update may be perfect for a newsletter.

3. Real Engagement: From Likes to Dialogue

Likes are nice, but it’s dialogue that truly matters: comments, questions, and feedback like “How do we implement this?” are concrete indicators of engagement. Interactive channels are key here. Tools like company chat platforms, surveys, or live Q&A sessions (for example, webinars) foster active participation, unlike static posts that may not encourage conversation. In this case, the medium can be decisive: a live virtual meeting offers the opportunity for immediate interaction and direct responses, while a static post may not spark much dialogue.

4. Podcast Completion: Don’t Lose Your Audience

Podcasts are an excellent tool for internal communication, especially in environments with remote teams. However, simply opening the podcast isn’t enough. You need to track completion rates and identify at which point listeners drop off. If people are abandoning the content too soon, it’s time to reassess the length or structure of the episode. A strong introduction and well-structured content can increase retention. Choosing the audio format, compared to other channels, allows you to reach employees more personally and directly, but it requires careful attention to maintain interest throughout.

5. Sentiment: Read Between the Lines

Analyzing sentiment from feedback and comments is one of the most insightful metrics. Beyond just analyzing the data, the tone in which a message is received can reveal a lot. A comment like “Finally clear!” shows that the message was well understood, while more cautious or negative feedback can indicate misunderstandings or communication issues. The medium used can also impact sentiment: podcasts, for example, tend to evoke a stronger emotional response compared to formal written communications.

6. Operational Impact: The Results Speak for Themselves

Internal communication is truly effective when it leads to tangible changes: more sign-ups for projects, process improvements, and positive results. This is the true measure of success. Decisions on how and when to communicate, and through which medium, can significantly influence these outcomes. For example, a video tutorial or an interactive webinar can be much more effective in teaching new processes than a simple written document. Tailoring the content type to the communication’s complexity is essential for ensuring positive and measurable impact.

How the Intra.FM Platform Makes Analytics Easier for Your Team

To make the most of these metrics and optimize your internal communication strategy, Intra.FM offers a powerful platform that streamlines the entire process. With our platform, you can easily access real-time data on engagement, reach, sentiment, and more—all in one place. This allows your team to not only track key performance indicators (KPIs) but also to choose the right medium for each communication type. Whether you’re delivering a message through a podcast, a video, or a newsletter, Intra.FM helps you analyze which formats work best for your audience, giving you actionable insights that drive better results.