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Measuring digital communication

Digital communication has transformed the way we communicate and interact with our stakeholders. It gives us the means to share our goals, news, products and services in real-time to the whole world.

We can now publish presentations, videos, images and many more digital communication tools across a vast selection of digital platforms. Reaching our target markets with the right information at the right time has become easier and easier.

But how do we measure our results so that we can analyse our communication initiatives? How can we ensure we continue to target the right people with the right message? The digital sphere can become very complex and frustrating when a campaign needs to be measured.

There is unfortunately no clear cut answer, but these four easy points can help you build a measurement strategy and help you focus on reaching your goals:


Reach is the potential audience you could reach with a message based on the total amount of followers or friends you have. For example, if your account has 100 followers on Twitter, then a tweet could potentially reach 100 people.


Exposure magnifies your reach (potential audience) as it includes your reach and the number of followers each of your followers have.

So, every time a follower shares one of your messages it could potentially be viewed by their list of followers as well. Each occurrence is called an impression and is integrated in a message’s exposure.


Engagement is a very important measurement. It explains how many individuals actually acted on your message; for example by sharing it, commenting on it or retweeting your message.


When measuring influence you take into consideration the metrics mentioned above and analyse if they are positive, negative or neutral in sentiment. Was your audience excited about your message or did they dislike it? Unfortunately this measurement is subjective and can therefore be influenced by personal opinion and perception.

In this digital age we are responsible to create relevant and quality content that our audience will enjoy and engage with. Ensure your messages achieve their goals and objectives so that your company’s reputation continuously improves.

By Janneke Scheepers