Why measuring your intranet is critical
Measuring your intranet performance in different ways is critical for the success of your platform. Using data that reflects how employees use your intranet, what they feel about it and how the intranet impacts your organisation is the best way to deliver a modern, relevant channel which will keep on improving.
Having a robust intranet metrics strategy and program allows you to:
- make informed decisions on how to improve your intranet, right down to the page level
- improve the performance and impact of content and internal communications
- engage and motivate site owners and community managers to optimise and advance their own areas of the intranet
- demonstrate the success of your intranet to senior stakeholders, which can reflect ROI and contribute to making a business case for more investment
- drive a process and culture of continuous improvement
- help your intranet to deliver strategic benefits to your organisation
- reveal insights about your workforce
- fit in with standard reporting processes already in operation in your organisation
- validate decisions which might be unpopular with some stakeholders
8 ways to approach intranet metrics
Intranet metrics doesn’t come with a hard and fast set of rules. However, there are some smarter ways to measure your intranet performance which can help you get the most out of measuring your intranet.
1. Measure before, after and ongoing
If you’re introducing a new intranet, delivering a new capability or experimenting with new content and want to show the impact, don’t forget to measure before you start. You can’t compare the impact of a new intranet if you don’t have the equivalent numbers for the old platform! Similarly, to track trends you’ll need to continue to measure the same elements in a consistent way over a set period of time, likely to be years. Be sure to use the same platforms such as the intranet itself, business intelligence tools and Google Analytics, to measure your intranet.
2. Get the right mix of measures
Don’t just focus on a single set of metrics. Some sets of numbers give valuable context to others. You will need a mixture of different types of metrics to give you a more accurate picture of what’s really going on with your intranet. Also compare and understand intranet metrics on mobile, tablet and desktop. For example, if employees are visiting your form pages on mobile, but few fill in a form, that could indicate that your form design needs to be revised to optimise the experience on mobile.
3. Allocate the right amount of effort
We know how busy intranet teams can get. Intranet metrics is important, but there are other equally important tasks and activities to carry out in the everyday management of an intranet.
It’s important to allocate an appropriate amount of effort to measurement based on your level of resourcing. If you’re spending lots of time reformatting your beautiful monthly intranet metrics PowerPoint deck and that’s at the expense of posting important content, then you may need to rethink core activities.
4. Add stories, analysis and context
Intranet metrics only tell half a story. Numbers on their own do not give the whole picture and can be misinterpreted or be taken out of context. Sometimes an anecdote or story can be more illustrative and impactful in demonstrating the value of your intranet platform. Adding stories, analysis and context to your intranet reporting will give a more rounded and complete view of what’s happening with your intranet.
5. Look for trends, not absolutes
Intranet metrics can be open to interpretation. You can get some one-off strange anomalies that can be hard to explain. Different conclusions from the same set of results can be drawn. Before making any decisions make sure you’re interpreting the numbers in the right way.
You can be more objective by looking at trends which have been happening over a number of months and across more than one set of numbers, or by digging deeper to find out what’s been happening. Avoid jumping to conclusions based on one single metric or number.
6. Map back to your intranet strategy
There’s a lot you can measure on your intranet platform and it’s worth having a sense check to ask “is this worth measuring?” Mapping the numbers you choose to capture back to your intranet strategy and related objectives is a good way to find those metrics that reflect your deeper intranet aims.
Likewise, you can identify areas which you’re not really measuring.
7. Use metrics at the site or community level
Part of the remit of central intranet teams is to support site and community managers, helping them to achieve standards, improve their sites and deliver best practices. Using metrics at the site level is an excellent way to prompt individual managers to improve their own sites, especially if benchmarked against other similar sites or communities across the platform.
8. Act on what you measure
There’s no point measuring for the sake of measuring. Metrics should suggest interventions and actions, or help you make decisions that can improve your intranet. The numbers may validate your decisions or show what resonates.
It’s important to act on what you measure, otherwise, all value from the exercise is gone. To make sure this happens, record regular reviews of metrics and associated actions as part of a formal review process. Your intranet metrics will then deliver real value.
Measuring Intranet Success Guide and Workbook
For more information on how to improve intranet ROI while maximising workforce efficiency, read our Ultimate Guide to Measuring & Improving Intranet Success.
The guide outlines what you should be measuring with a focus on 7 different areas:
2. User satisfaction
3. Engagement and participation
4. Mobile usage
5. Usability and productivity
6. Impact on other channels
7. Organisational KPIs