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9 <br />Measuring Success <br />Our communications mission is to have trackable, measurable goals to evaluate and refine the impact of our <br />messages to our community. Having data allows us to refine our messages and the channels we use. The City <br />of St. Anthony monitors workload numbers related to communications. Workload includes items such as <br />number of newsflash items posted to website, and number of social media posts. We also monitor the impact <br />our communications are having with our audience by way of reach, penetration, level of engagement, <br />experience and opinions. Below are some specific ways we measure the impact of our communication efforts. <br /> <br />Engagement <br />Engagement is connecting with our audience through various activities and messages, and measuring <br />opportunities for each individual communication channel. As we compare the data to actual participation, we <br />can evaluate various media and messages, and tailor delivery to build interactions and interest. <br /> <br />Ways we measure engagement: <br /> <br />• Attendance at events, forums, and meetings <br />• Participation on boards and committees <br />• Conversion or click through rates on calls-to-action <br />• Bounce rates for outbound emails <br />• Growth rate of opt-in email list <br />• Participation in online polls and voluntary surveys <br />• Impact of content (surveys) <br />• Sharing web resources that we've produced <br />• Media coverage <br />• Internal staff feedback <br /> <br />Reach & Penetration <br />A tool we use to gauge effectiveness of our communications is to measure how many people see the content <br />we produce, how they interact with us and the frequency of interactions. Those metrics determine our <br />engagement (how many people see our content), reach (how broad is our audience that is seeing our content) <br />and penetration (how deep are our communications based on the community’s interaction). <br /> <br />This is an estimated metric of the number of people who saw any content from our page or about our page. <br />Impressions or penetration are the number of times any content from our website (or social media) entered a <br />person's screen. <br />