Your November 2021 Communications Measurement Reading List

Fran Lebowitz has given us all some good advice: “Think before you speak. Read before you think.” Which is why we constantly monitor the electrons to provide you with the most interesting, thought-provoking, and intellectually intriguing measurement-related stories of recent weeks…


2021 Global Human Capital Trends: Special report
Pandemic and societal pressures accelerated the worker-employer relationship’s evolution beyond anyone’s anticipation. How might it further evolve amid the uncertainties of a disrupted world?

The Language of Diversity
A really helpful and insightful report on how communication leaders are defining and discussing diversity, equity, and inclusion in organizations.

Your employees aren’t listening

Report Finds Steep Disconnect Between Internal Communication and Employees
PR News
Nearly 70 percent of communicators think they know what updates and information employees need. However, only 31 percent of employees think so, according to a survey from Axios HQ, an internal communications product.

Outputs vs outcomes: Why does the difference matter?
As comms teams prepare for 2022, they should measure employees’ change in knowledge and behavior.

How to measure

ROI—Looking Beyond Measurement and ROI
PR Week
A synopsis of what Barnaby Barron, head of insights at Cision UK, said at PRWeek’s  B2B forum. Pretty much anything Barnaby has to say is worth listening to. He’s been in the business almost as long as Katie Paine has, and is incredibly knowledgeable about how to do measurement right. He argues that focusing on a single metric like ROI (which is never a good metric) is a really bad idea. Single metrics don’t provide enough detail to know how to fix a problem.

Social media

Social Media Isn’t Just For Communications Anymore
Serna Social
Sue Serna does a great job explaining why social media should be (and increasingly is) used by every department in your organization.

We Hate Facebook 
Without Bullshit
CNN surveyed 1,000 Americans about Facebook. What they found will embolden regulators and legislators. Here are the top-line results: 76% say Facebook makes society worse. This finding doesn’t vary much by gender, age, race, or among frequent Facebook users. When Elizabeth Warren and Josh Hawley agree on both the problem and the solution, regulation is likely.

Social Media Use in 2021
PEW Research
A majority of Americans say they use YouTube and Facebook, while use of Instagram, Snapchat, and TikTok is especially common among adults under 30.

Social Media Trends 2022 Global Report
Driving success in the accelerated age of the ‘now’ consumer.

Measurement trends and standards

Facebook Announces Its Fake Ad Numbers Are Going to Get Even Faker
If you have both a Facebook and Instagram account, the company may have figured out a way to double the money you generate.

MRC Discloses ‘Gap’ Preventing Industry Standard Podcast Measurement
Media Daily News
Podcasting, one of the fastest-growing segments of the media marketplace, faces a big obstacle in terms of the validity of its audience measurement: it cannot meet basic ad industry standards.

Can’t buy me love—the receipts on Retail 2021
Retail reputation is on the decline. Once a strong contender, Retail has slid down the ranks and its daily necessity is not enough to maintain its usual reputational glow. Customers have increased expectations in product and in conduct.

Buzzfeed editor shares why brands should consider working with ‘editfluencers’
Freddie Ransome explains why journalists are leaving the newsrooms to create influence on social media, and what this means for brands.

MRC Nears Completion Of ‘Outcome’ Standards: Assessing Algos, Machine Learning, Etc.
Media Daily News
The Media Rating Council (MRC) has accelerated the standards, audits, and accreditation processes it oversees, rebooting some traditional ones like TV audience measurement, and moving into bleeding-edge areas such as algorithmic processing—as well as one of Madison Avenue’s Holy Grails, outcome-based measurement.


Adobe and news orgs are working on a new tool that could identify a photo’s origin — and combat misinformation
Adobe’s Content Authenticity Initiative is developing tools and standards that allow people to capture, store, and verify key details about a photo — its digital provenance — with an eye toward creating standards that can be used across the internet.

Facebook is blocking access to data about how much misinformation it spreads and who is affected
Leaked internal documents suggest Facebook — which recently renamed itself Meta — is doing far worse than it claims at minimizing Covid-19 vaccine misinformation on the Facebook social media platform.

Communications advice

Brands Can Boost Their Own Reputations and Sales By Praising Rivals
Duke/Fuqua School of Business
New research shows that complimenting a competitor makes brands seem warm and trustworthy, particularly with skeptical consumers.

Build a loyal community, not a big audience
What’s New In Publishing
Focus on your users’ needs, their problems, their values, their tastes. Any content creator that is trying to generate loyalty and engagement should keep these three things in mind:

  • Build a media community, not an audience

  • Focus on relationships, not scale

  • Measure engagement, not page views

Traackr x Glossy: State of Influencer Marketing
A deep-dive report about how top brands are building more successful, measurable, and integrated influencer marketing programs.

Image above based on a photo by Kyle Glenn on Unsplash.

About Author

Bill Paarlberg

Bill Paarlberg is the Editor of The Measurement Advisor. He has been editing and writing about measurement for over 20 years. He was the development and copy editor for "Measuring the Networked Nonprofit" by Beth Kanter and Katie Paine, winner of the 2013 Terry McAdam Book Award.