In today’s digital landscape, effective corporate communications is no longer a luxury, but a basic requirement. With countless channels and metrics, it’s crucial to identify the key performance indicators (KPIs) that truly matter. These guiding lights illuminate the path to building brand awareness, fostering engagement, and ultimately, driving business success. 

By focusing on these Key Performance Indicators, brands can gain valuable insights into the effectiveness of their communication efforts and make data-driven decisions to build stronger relationships with their audience and achieve their business goals.

Brand awareness

One of the core and most important KPIs that every company needs to keep track of is brand awareness. It helps companies understand whether the target audience recognizes and remembers the brand. To measure it, brands need to track website traffic, social media reach, and branded search queries. A rising trend in these metrics signifies increasing brand recognition, like a climber steadily ascending a mountain peak.

Brand sentiment

This KPI is all about how people feel about a brand. Think of it as the emotional temperature gauge. Analyze social media mentions, online reviews, and customer surveys to understand public perception. A positive sentiment reflects a warm embrace from the audience, while a negative one indicates icy disapproval.

Social media engagement

Social media engagement is all about whether the social media posts the company is sharing are sparking conversations. Track likes, shares, comments, and replies. High engagement suggests the content resonates, creating a lively forum where the brand interacts with its fans.

Website and email engagement

This KPI is helpful in figuring out whether the company’s corporate communications are capturing attention and driving action. Monitor open rates, click-through rates, and time spent on the business website or emails. Strong engagement signifies that the communication is not just heard, but actively consumed and acted upon.

Net Promoter Score (NPS)

This is all about whether the customers would recommend the company to a friend. This metric measures brand loyalty like a loyalty card, with a high NPS indicating strong advocacy and customer satisfaction.

Media mentions

Media mentions track whether journalists and influencers talking about a brand. Track the number and quality of mentions the brand receives in news articles, blogs, and social media. Positive mentions in relevant publications act as megaphones, amplifying the brand message.

Share of Voice (SOV)

Share of Voice tracks whether the company is dominating the conversation in its industry. SOV is similar to the volume knob on a radio. A high SOV indicates that the brand is drowning out the competition, establishing itself as the thought leader in its field.

Customer satisfaction and loyalty

These two KPIs keep track of whether the customers are happy and coming back for more. Measure customer satisfaction through surveys and feedback mechanisms. Improved satisfaction and loyalty indicate successful corporate communications leading to positive business outcomes.

Return on Investment (ROI)

Lastly, ROI shows whether a company’s corporate communications efforts are paying off. Calculate the ROI of campaigns to understand the financial benefits of the invested efforts. A positive ROI justifies investment in communication and proves its value to the business, like a treasure chest overflowing with golden coins.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.