If you’ve been following our monthly internal comms reporting series, we’ve covered how to determine which content is most popular on email and the intranet. In this post we’ll look at how to get comparable monthly metrics for enterprise social networks like Yammer or a social intranet. We’ll also show you how to use those numbers and a formula to measure overall social engagement in a single metric, factoring in the unique way these channels are used by employees.
How internal social is different from other comms channels
Social inside the organization is different than your other internal channels! Unlike reading an internal email or clicking through to an article, social actions and metrics show investment into content.
Because these actions require more effort from employees, there’s often a lot less activity on internal social compared to other channels. But, the specific actions being taken (liking, commenting or sharing content) demonstrate that not only was your message read and received but met with enthusiasm
Not only is there a difference in weight between different channels, individual social metrics: likes, comments and shares show different levels of engagement, which should be considered as well.
If we report on all actions as equal, we’re selling social short and not looking at an accurate picture. So when reporting and presenting the data, it’s important to factor in how valuable each type of engagement is in your reporting.
Here’s how to accomplish this in Excel with a clever formula.
Structuring monthly internal social data in Excel
The basic data you need to report on is no more complicated than the total number of each engagement (visits, likes comments and shares) that happened each month on the platform:
Creating a quick graph of the table, it’s becomes a lot easier to visualize the activity. However, we’re still missing a critical component by treating these social actions as equal to one another.
A formula for calculating weighted employee engagement on social
The formula below (adopted from external social media marketing) is a good approach to creating a single weighted social engagement metric, by assigning a multiplier to likes and comments (over the initial activity--visits).
You can modify the weight that each metric (i.e. likes and comments) influence the overall score. For example, if your team finds the value (and frequency) of a comment being posted to be twice that of an employee clicking ‘like’ and 10x that of a visit, you should factor that in (as done above).
A note on ‘shares’: If your organization's social channel allows for posts to be shared on the platform, you’ll want to add this metric to the formula outlined above, in the same part of the formula with likes and comments. Don’t forget to weigh this as well! (We used the same weight of ‘10’ as for comments).
If you input the total size of your intended audience, the formula will spit out your social engagement score as a single number (see the screenshot below for an example with sample data).
Pretty useful, right?
You can include your weighted social metric to to give your team and anyone you share this data with a single metric for social engagement, as in row 19 above.
Bonus: Combining engagement metrics from all channels
Combining the weighted social data outlined above with the internal email and intranet reporting methodology we covered last week gives you one additional way to visualize employee engagement in your organization.
Here we’ve created a graph of the weighted social actions, stacked on intranet page visits, stacked on emails viewed:
Together, these metrics show you all of the actions that employees are taking on your internal content, and provide a single graph of overall employee engagement.
Note that this method counts multiple actions from individual employees as separate events, and will include the total (not unique) actions.
Want a reporting template that’s already set up with this and everything else you need to start looking at your own data? Join our upcoming webinar, which will also get you a download of our new Excel + PowerPoint monthly IC reporting templates!