Five steps to set up your integrated communications measurement dashboard  

May 4, 2008

1. Determine audiences and key stakeholders, online and offline
2. Deciding what's important – the most useful metrics
   • Messaging
   • Positioning on key issues
   • Visibility of spokespeople
   • Recommendations
   • Brand visibility
   • Brand benefit mentions
3. Select your benchmark – what are you comparing your results to?
4. Picking a tool
   • Do it yourself vs outsourcing
   • Pros and cons of automated analysis
   • Low-end products for limited budgets
5. How to use the data
   • For strategic planning – case studies
   • For tactical planning – product roll outs, press tours
   • In a crisis – case studies
   • For spokesperson management
   • For competitive advantage
   • To set realistic expectations