Is your intranet doing what it’s supposed to do? With the right data in a statistics dashboard, we know the answer to this question. You know what works, where there are still opportunities and which buttons you can turn to bring about a change. In four steps we help you on your way to clarify this, so that you get a complete picture of the use of your (social) intranet.
The purpose of your social intranet
When you ask about the usefulness of a social intranet, many people will respond with a bit of laughter. That speaks for itself, right? It can be a way to collaborate with colleagues, it can be a news medium, a knowledge base or even a full digital workplace. But which of these functions is most relevant to your organization right now? And does the practice match the plans and goals you set in advance? They may be very logical questions, but they are questions to which many organizations do not have a concrete answer.
This is apparent from, among other things, the social intranet research that Evolve did in September 2021. Organizations rarely formulate concrete objectives and KPIs when it comes to a social intranet:
It is also remarkable that there are very few concrete objectives compared to the hefty goals set for the intranet. Because when asked about the KPIs that organizations have for the various components, an average of 77% of the participants indicated that they had not drawn up any KPIs. In short: these organizations have ambitions, but they do not have any indicators with which they can find out whether the intranet is also able to realize these ambitions.” – Evolve
Many organizations therefore use a (social) intranet to meet certain needs, but it is rarely checked whether the desired effect is actually achieved. People mainly work on gut feeling and suspicions to adjust or stimulate the use of the platform.
Not only is it possible to get to grips with the use of your platform, it is actually very important! Because clear data brings you new insights into both your organization and your employees. It gives you the opportunity to expose pain points that may have gone under the radar before. You also see where it is necessary to adjust, in order to better align your social intranet with your objectives.
This has everything to do with the role that your platform fulfills within your organization. The aforementioned Evolve-rapport speaks of the following main goals for using a social intranet:
– Increasing awareness of strategy
– Increasing involvement
– Stimulating knowledge sharing
– Stimulating cooperation
– Dissemination of work instructions
The right tool for a clear purpose
When the goals – and therefore the reason for using an intranet – are clear in advance, you would expect it to be easy to see whether these goals are being achieved. This still proves difficult in practice. Often a platform serves several purposes at the same time and different functions overlap. As a result, it can be difficult for even an experienced community manager or platform administrator to substantiate gut feelings. And that’s exactly where analytics helps. A good analytics system is the key to better insight. If you dive deeper into the data, you quickly discover a piece of improvement potential that you could not have imagined beforehand.
You often see that an organization already uses external analytics tools such as Google Analytics or Matomo. These tools measure static content on a social intranet. But there is more: it is also important to know how dynamic content is doing. How well is a profile filled? How many messages are posted and how many comments are there? How many groups have been created and what kind of groups are they?
At Embrace we use Social Analytics Pro for this. From this you can, among other things, deduce to what extent profiles are filled, which flexible widgets are often added to or removed from the personal dashboard. You can also often download views, both from static content and from groups. External analytics tools do not measure this. With Social Analytics Pro you only need one tool to analyze both static and dynamic content.
In short: an analysis of both static and dynamic content means that you can measure and control well. If you have insight into this, you can create a nice report for the management team.
More grip on your social intranet thanks to these four steps
Is your intranet really doing what you want it to do? Discover it with the step-by-step plan below.
Step 1: Formulate clear KPIs
With clear KPIs that match your objectives, you make them measurable and insightful.
For example, do you want to increase the involvement among your colleagues? See how often an important message is read or how many responses are given. For example, you can set a goal where 85% of your employees must have read the message. With analytics you can then see exactly how close you are to this goal. Are too few employees reading the specific messages? Then investigate what is causing this and make adjustments. Has your target been achieved? Congratulations! Then your gut feeling has been confirmed and you can substantiate the conclusion that your intranet does what you want it to do.
Step 2: Make sure you can actively track and analyze the KPIs
You can generally easily see the number of responses to a message or the number of users on a platform. However, for the additional data and insights it is important to have the right tools. Not only does the right tooling make data visible that was not visible before, handy dashboards enable you to see at a glance whether the KPIs you have drawn up are being achieved.
Step 3: Give your insights context with input from users
By setting up KPIs and actively checking them, you get new insights. It is also important to provide these insights with the right context. And who better to deliver this context than the end users of your platform?
For example, you can post polls with questions about platform use or talk to a select group of users. Analytics show you the behavior of your users and with the right questions you can find out why they exhibit this behavior.
Are your news items read less? It could just be that your colleagues get their news elsewhere or don’t find the time to read the news. These are all useful starting points that give you insight into which buttons to turn and which can help you achieve the goals of your social intranet.
Step 4: Make someone responsible
Ultimately, of course, you are jointly responsible for the use of a joint platform. However, to monitor progress and make improvements, it is important that someone is actively involved in progress. Some organizations have a permanent community manager or administrator for whom this is a core task, in others it is a task that is performed part-time by a number of colleagues. Which choice you make depends of course on the size and structure of your company. What is important is that someone is responsible. You can have the best analytics in the world, if there is no one to regularly view the results and adjust accordingly, it will be of little use.
A complete picture thanks to analytics
The combination of a static analysis and the analysis of the ‘social’ aspect of your intranet means that you have a complete picture in a dashboard. Ready to get started? Then ask your software supplier about smart analysis applications, such as Analytics Pro at Embrace. Then you can finally measure, control, change and report!
Source: Frankwatching by www.frankwatching.com.
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