Broadcast vs. Interaction Metrics

The Broadcast vs. Interaction Metrics framework is a method for categorising community performance indicators to distinguish between two fundamental types of activity. Broadcast metrics measure the reach and consumption of content pushed from an organisation to its members. Interaction metrics measure the value, knowledge, and connections created between members themselves. This distinction is critical for moving beyond vanity metrics to understand and report on genuine community health and member-created value.

Why it matters — Broadcast vs. Interaction Metrics

Many community programmes, especially those in their early stages, default to measuring what is easiest to track: their own output. This includes metrics like email open rates, webinar attendance, and content downloads. While these broadcast metrics are useful for gauging the effectiveness of organisational communication, they fail to capture the unique value proposition of a community, which is the network effect of members connecting with and helping one another.