Measuring the reach

Good communications don't just end once the messages have been shared. You need to analyse the effect they have had.

What is it you want to achieve from your communications? Raise awareness of a key issue? Encourage people to do something different?

There are a whole host of online tools that can be used to assess if these objectives have been achieved. As mentioned in the above video, examples of analytics that can be useful in measuring your reach are:

  • Google analytics (to measure your website stats and referrals from social media)
  • Twitter analytics (to track the popularity of your tweets and campaigns on Twitter)
  • Facebook analytics (provides stats on your Facebook posts)
  • Marketing email analytics (looks at engagement levels which recipients of your marketing emails)

Measuring the reach - glossary

Here is our glossary to give you a useful insight into the terminology around measuring your social media reach and digital presence.

  1. Measuring The Reach Glossary Of Terms [.pdf, 308.52 kB]

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To give you a flavour of what to expect when logging into Google Analytics here is a short video that shows you how to access Google Analytics and how to navigate around the site.