The following is an excerpt from a chapter in the manual "How to Measure Your Communication Programs" by Angela D. Sinickas
  copyright 2005 Angela D. Sinickas. All rights reserved.   ISBN 0-9661757-1-9
Measuring Intranets and Web Sites
      Organizations large and small are communicating with
employees through intranets and with potential customers through
the World Wide Web, part of the Internet.  While these electronic
tools serve many other purposes beyond communication, as
communication channels they have several advantages over more
traditional communication methods:
• They can provide access to volumes of information without
having to print and distribute it.

• They are fast.

• They can be easily updated.

• They facilitate two-way communication, both vertically and
horizontally through an organization.

• They can improve the bottom line, through increased sales when
part of an integrated marketing strategy and reduced internal
expenses over the long term as people begin to work together in
new ways.

• They can improve productivity through the ability of employees
to work together in virtual workplaces. These "communities" of
employees can share documents and maintain ongoing      discussion groups even when they aren't in the same places at the same times.
Many of the measurement tools that apply to print, audiovisual and
interpersonal communication methods can be applied to measuring the effectiveness of electronic communications as well. In addition to evaluating the electronic information sites themselves, you can measure the messages promoted within these media, as well as the desired actions you'd like these media to encourage (see the chapter on "Measuring Behaviors and Outcomes").
Some of the techniques described elsewhere in this manual that are highly adaptable to measuring intranet and Internet web site
effectiveness include:
• Content analysis  (see the chapter on "Measuring Messages").

• Including the site as one of the media being evaluated in a media
analysis (see the chapter on "Measuring Publications and

• Listing your intranet as a communication source when you ask
your audience their current and preferred sources of information
on various topics (as part of the pattern analysis described in the
chapter on "Measuring Messages").

• Distribution assessment for how many employees have access to an intranet site (see the chapter on "Measuring Publications and Audiovisuals").

• Grade level testing of the writing (see the chapter on "Measuring
Publications and Audiovisuals").

• Knowledge testing of sample content included on-line (see the
chapter on "Measuring Messages").

• Readership survey (see the chapter on "Measuring Publications and Audiovisuals").

• Study groups in which an intranet is demonstrated to employees
before they are asked their opinions of how they might use it if
their own organization developed one (see the chapter on
"Preparing to Conduct Focus Groups").
In this chapter, you will learn how to conduct several types of
measurements to determine the effectiveness of employee intranets
and World Wide Web sites, as well as explore ways of using the
Inter/intranet as a measurement tool itself:
• Measuring outcomes against your objectives for the site
  (for example, reducing printing and distribution costs,
  increasing timeliness and improving productivity).

• Measuring visits, domains, hits and bytes.

• Tracking the pathways users follow on your site.

• Using your site as a method of conducting measurements.

(End of Excerpt)

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  Table of Contents   (To PREVIEW excerpts CLICK underlined text below.)
  1. Communicate with a Measurement Mindset
    - How Effective are Your Own Communications?
    - Why Bother Measuring Communications?
    - How to Use the Manual
2. Section I: Measurement Tools a la Carte
    - A Beginner's Measurement Toolbox
    - Administering Various Tool
3. Measuring Messages
    - Content Analysis
    - News Release Content Analysis
    - Communication Pattern Analysis
    - Adapted Starch Test
    - Knowledge Testing
4. Measuring Publications and Audiovisuals
    - Objective Media Review
    - Reading Level Test
    - Readership/Viewership Surveys
    - The Semantic Differential
    - Distribution Analysis
    - Minisurveys
5. Measuring Memos, E-Mail and Phone Mail
    - "In-Box" Analysis
    - Content Analysis
    - "Memo Mania" Tracking
6. Measuring Intranets and Web Sites
    - Measuring Outcomes Against Objectives
    - Measuring Web and Intranet Usage
    - Conducting Research with Your Website Users
    - Using Intranets and Web Sites as Measurement Tools
7. Measuring Media Relations
    - Typical Analysis of Clips
    - Advertising Value Equivalency (AVE)
    - News Release Content Analysis
    - Track Avoidance of Negative Coverage
    - Surveying Reporters
    - Adding Questions to Existing Market Research Studies
    - Tracking Behavior Changes Against Media Coverage
8. Measuring Face-to-Face Communication
    - Analysis of Supervisor Communication Skills
    - Communication Diary
    - Analysis of Meeting Effectiveness
    - Network Analysis
    - Message Diffusion Tracking
9. Measuring Feedback Systems
    - Official Feedback Programs
    - Measuring Unsolicited Feedback
10. Measuring Communication Climate
    - Critical Incident Analysis
    - Communication Climate (Attitude) Analysis

11. Measuring Behaviors and Outcomes
    - Looking at Existing Data in New Ways
    - Tracking Behaviors
    - Identifying Sources of New Customers/Employees
    - Operational Communication Analysis
    - Decision-Making Communication Analysis

12. Section II: How to Conduct a Communication Audit
    - Beyond the Beginner's Toolbox
    - In This Section
    - Choosing the Right Research Methods

13. Getting Buy-in for the Audit
    - Doors and Windows of Opportunity
    - Shopping for Buy-in
    - Preparing Your Proposal

14. Working with Your Task Force
    - How Large a Task Force
    - Selection Criteria
    - Meeting Site Selection
    - Tools and Materials

15. First Task Force Meeting
    - Agenda for the first Task Force Meeting
    - Meeting Leader's Help Sheet

16. Developing Questions for Interviews and Focus Groups
    - Developing Your Own Unique Questions
    - A Starter List of Questions

17. Recording Responses from Interviews and Focus Groups
    - Inter-Departmental Information Flow
    - Effectiveness of Communication Media

18. How to Conduct Executive Interviews
    - The Purpose of Executive Interviews
    - Fulfilling Your Personal Objectives
    - Similarities to Journalistic Interviews
    - Differences from Journalistic Interviews
    - Announcing the Interview
    - Practicing Your Interview Technique
    - Conducting the Interview

19. Second Task Force Meeting
    - Agenda for the Second Task Force Meeting
    - Meeting Leader's Help Sheet

20. Preparing to Conduct Focus Groups
    - What Constitutes a Focus Group
    - Focus Groups vs. Study Groups
    - How Focus Groups Relate to Study Groups
    - How to Select Focus Group Members
    - How to Invite Focus Group Participants

21. Facilitating Focus Groups
    - Scheduling Focus Groups
    - Location and Room Arrangements
    - Note-Taking vs. Recording
    - Choosing a Facilitator
    - Tips for Facilitating the Sessions

22. Third Task Force Meeting
    - Agenda for the Third Task Force Meeting
    - Meeting Leader's Help Sheet

23. Constructing Survey Form Questions
    - Determining Topics to Include on the Survey
    - Phrasing Questions for Clarity and Impact

24. Developing the Format of Your Survey Form
    - Designing the Survey's Overall Effect
    - How to Record Answers
    - How to Structure Responses
    - How to Organize Responses

25. Administering Survey Forms
    - Who Should Be Surveyed
    - When to Conduct Surveys
    - How to Distribute Questionnaires
    - How to Collect Questionnaires
    - Administering Your Survey

26. Analyzing Your Results
    - Organizing Your Overall Results
    - Detailed Analysis

27. Reporting Your Results
    - Types of Reports
    - Sections of a Report
    - Some Guiding Principles

28. Final Task Force Meeting
    - Agenda for the Final Task Force Meeting
    - Meeting Leader's Help Sheet

29. Index

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