Doing something doesn’t mean you’re doing it well. Especially in the digital world… You may be producing content, sharing it on social media, making updates to your website. But the real question is: Which of these works?
Visibility is important in corporate communication, but development is even more important. And development is only possible if it is measured, monitored, and analyzed. Therefore, “reporting” in digital communication should not only be a technical process, but also a strategic reflex.
If an institution does not know why it does what it does, if it cannot distinguish between what is useful and what is a waste of time, it cannot get anywhere by repeating the same things. Even if it does not go back, it will remain stagnant. However, in digital, standing still is synonymous with falling behind.
Why Should Performance Be Measured?
Communication is a whole; not only producing content, but also being able to see how effective this content is is part of this whole. When performance analysis is not done, the institution continues to speak without hearing its own voice. This reduces interaction, trust and interest over time.
Measuring performance is not just about collecting numerical data. It is also a process of making strategic decisions, developing content and optimizing communication language. The more you measure, the more accurate your decisions will be.
Communication that is not measured cannot develop
An institution may publish its content weekly. However, if the reading rate, duration of stay on the page, and number of clicks are unknown; these efforts are not strategic, but random.
Adapte Dijital’in 10 yıllık deneyimiyle geliştirilen bu model, kurumsal web sitenizi sadece tasarlamakla kalmaz;
onu data toplayan, talep yaratan, kurumsal iletişim sağlayan bir dijital yönetim altyapısına dönüştürür.
Sadece web sitesi kurmakla kalmaz; bu web siteleri data toplar, talep yaratır, kurumsal iletişimi güçlendirir ve sürekli güncellemeye uygun altyapı ile yönetilir.
Performance Tracking Improves Resource Management
Which content is worth spending time and budget on, and which is inefficient? Unless clear answers are given to these questions, waste of resources in digital communication is inevitable.
Required for Institutional Security and Transparency
Management wants to see the tangible output of the digital work done. Therefore, every content, every campaign, every action should be supported by a metric and should be reportable.
In Which Areas Should Performance Be Measured?
Everything can be measured in digital. From website visits to social media engagement, from content click-through rate to form conversion rate, all communication activities can be made measurable. The important thing is to know what you are measuring and why, and how it relates to your business goals.
Organizations often focus on superficial data such as “how many likes we got.” Effective performance analysis, however, produces insight with numerical indicators. And insight is the key to improvement.
Website Performance
The website can be continuously improved thanks to data such as the most visited pages, the most exit points, and the content that converts.
Social Media Performance
Which content gets more interaction? On which days and at which times is it more efficient to share? Is visual or text more prominent? This data will help clarify your sharing strategy.
Form Conversion Rates
The difference between the number of visitors and the form fill rate shows how persuasive the content is. This also measures the power of CTAs.
Corporate Promotion and Social Sharing Management Model: Our Model is a Digital Communication Model that Tells Your Brand, Creates Trust, and Creates Demand.
Adapte Dijital’in 10 yıllık deneyimiyle geliştirilen bu model, kurumsal web sitenizi kurumunuzu/markanızı anlatan, tanıtan, güven yaratan, talep oluşturan bir dijital yönetim platformuna dönüştürür.
Adapte Dijital, bu modelde bir konumlandırma ajansı olarak çalışır. Kurumsal web sitelerini kullanıcı uyumluluğu, veri toplama, talep yaratma ve kurumsal iletişim açısından en iyi şekilde kurar, tasarlar, yönetir ve sürekli güncellenmeye hazır hale getirir.
Reporting Is Not Just Numbers, It’s Comments
Many institutions prepare reports, but these reports cannot go beyond plain data such as “number of page visits”. However, real reporting includes not only numbers, but also meaning. If there is no answer to the question “what should we do?” at the end of the report, that report is just a statistic; not a strategy.
Therefore, the corporate digital reporting culture should guide not only the marketing team; but also all managers, strategy boards and content producers.
The Report Should Produce Actionable Information
If a metric indicates a problem, it should be reported along with a suggested solution. Instead of “page visits decreased”, it should be said “page visits decreased because the title is not interesting; it should be improved with the following suggestions”.
Reports Should Be Comparative
This month’s performance should be compared to last month. Comparative graphs should be created with targets. This way, development or regression is clearly visible.
Visual Expression Should Be Used
Administrators want to receive information with clear graphics, not long tables. Therefore, graphs, heat maps, and summary boxes should be used in reporting presentations.
Tools Used in Performance Analysis
There is a lot of data in the digital world, but little meaningful data. The way to reach meaningful data is to choose the right tools and to be able to interpret the outputs from these tools. The needs of each institution may be different; however, the basic data collection and analysis tools are largely similar. These tools strengthen corporate digital reflexes.
Analysis tools in corporate communication are resources that should be actively used not only by technical teams but also by content producers, managers and decision makers.
Google Analytics (GA4)
It provides basic metrics such as website traffic, user behavior, page interactions. It is especially valuable in terms of target conversions, traffic sources and user journey.
Meta Business Suite
Facebook and Instagram campaigns, content engagements, and audience analytics. Organic and sponsored content can be tracked separately.
Looker Studio (formerly Data Studio)
Used to visualize data and make it easy to read. Simple but powerful analysis reports can be provided to administrators with customizable dashboards.
Hotjar / Microsoft Clarity
They are tools that track users’ movements on the website. Provides heatmaps, click reports, and session recordings to enable user experience analysis.
How Does the Communications Team’s Performance Analysis Culture Develop?
Producing data is a habit; but working with data is a culture. Communications teams of institutions are responsible not only for producing content, but also for monitoring that content and evaluating its results. Unless this culture develops, teams produce but cannot find direction.
For this culture to develop, an environment that speaks to data must be created within the organization. It is necessary to discuss data, discuss development, evaluate content according to its performance, and consider “measured” results rather than “felt” results in content planning.
Weekly Content Control Meetings Should Be Held
What content was published that week? What interaction did it receive? Where did the demand come from? If these are evaluated together, the analysis reflex develops within the team.
Performance Data Should Be Presented Visually
The easier the data is to read, the faster the team will adapt. Clear graphics should be used, not complex tables. It’s important for the team to understand and own it.
Content Creators Should Get Feedback
How many reads did a blog post get? How many views did a video get? This information should be conveyed not only to management but also directly to content producers.
Monthly and Annual Communication Evaluation Meetings
Institutions evaluate their financial reports, monitor their sales, but often evaluate communication as just “doing it.” However, communication is not an expense, but an investment item. For this reason, monthly and annual communication performance meetings should have an important place in corporate decision-making processes.
In these meetings, not only the numbers but also the strategies behind the numbers should be discussed. What did we do and why? What content yielded what results? Where did we make mistakes? Where did we miss opportunities? Seeking answers to these questions as a team will level up corporate communication.
Monthly Evaluations Provide Operational Transformation
Errors or opportunities that cannot be noticed during daily workload emerge in monthly evaluations. Quick actions can be taken with these reports.
Annual Reviews Determine Strategy
The impact of communication efforts throughout the year is analyzed. This analysis forms the basis of the following year’s communication budget, team structure, and content strategy.
Evaluations Contribute to Team Motivation
Showing success with data motivates not only management but also teams. Saying “This content was the most time spent on the page” shows the value felt towards the content owner.
How to Update Strategy Based on Reports?
Performance analysis provides a roadmap. But if that map is not translated into action, data remains just data. Reports should be used effectively in content planning, budget distribution, team scheduling and corporate priorities.
Corporate communication strategy is not a static structure. Constantly changing user behaviors, industry trends and digital tools require regular updates to the strategy.
Content Should Be Renewed According to Target Audience Expectations
As a result of the analysis, content types with decreasing interest should be identified. It should be seen which topics the target audience spends more time on and the content plan should be renewed with this insight.
Goals Should Be Revised According to Performance
If the goals set at the beginning are not met, either the goals are unrealistic or the method is wrong. This difference is revealed by analysis and the new plan is made accordingly.
Communication Channels Should Be Optimized for Performance
Some channels pay off, some don’t. Data tells you this. Ineffective channels should be restructured or investment should be shifted to another area.
Corporate Promotion and Social Sharing Management Model: Our Model is a Digital Communication Model that Explains Your Brand, Creates Trust and Creates Demand.
Most Common Mistakes
Frequent mistakes made during the performance analysis and reporting process render the process ineffective. Here are the most common traps that organizations fall into:
- Looking only at “reach” data, not focusing on interaction and conversion
- Just “preparing” reports but not reading them
- Presenting data without interpretation
- Not providing feedback to content owners
- Not sharing the reporting process with non-marketing units
- Not taking action
Avoiding these mistakes will make the reporting process not just a “job to be done” but the engine of development.
Corporate Promotion and Social Sharing Management Model: Our client managed with our model: Link Bilgisayar
Conclusion: Communication That Does Not Develop Falls Behind
Communication is not just giving voice in digital. Hearing the voice you give, understanding its echo and determining your direction accordingly is real communication. An institution that does not measure cannot develop. An institution that cannot develop will quickly fall behind in digital.
The Corporate Promotion and Social Sharing Management Model that we developed as Adapte Digital makes content production not only creative but also measurable and manageable. Because in our opinion, sustainable digital communication; but it is possible with performance, reports and insight.
Let’s Take Action
Can’t you measure your communication processes? Aren’t your reports turning into strategy?
As Adapte Dijital, we establish performance monitoring infrastructures for you and turn your reports into strategic decisions.
Our first consultancy meeting is free.
Contact us now; Let’s power your digital communication with data.
