Outcomes and impact should be identified for stakeholders, society and the organization

When you measure organizational performance in specific, AMEC’s measurement framework stresses how communication can and should impact brand reputation. In understanding this impact, it is essential to gather both quantitative and qualitative metrics.

Such measures could include sentiment analysis of your social media and internal channels, in-depth interviews and focus groups with your stakeholders. The impact of communication on different levels is an important part of principle 3. When measuring impact, data availability can be a challenge. To fulfil your goal be prepared to use both internal and external data sources. Further, where possible, AMEC suggests that you consider metrics that highlight quality, and not just quantity of communication.

Using media data for measuring impact on societal level

Some organizations work towards structural change on a societal level, and these effects can be hard to measure. But traces of events, understandings and change can all be found in media data. As an example on how principle 3 can be carried out, we want to show how two Retriever clients use media data to measure impact on a societal level.