ROI for corporate blogging

Posted November 21st, 2006 by admin

We’re finally coming full circle on corporate blogging. Or at least close to full circle. After the whirlwind of finding out what a blog is, and setting out the benefits of corporate blogging, Charlene Li of Forrester is questioning how corporations are measuring their efforts in blogging. She has an interesting post on corporate blogging measurement as she searches for the right process in helping companies calculate their blogging ROI.

Li suggests three main components for companies to consider:

• Potential benefits and measurement
• Potential costs and measurement
• Potential risks and measurement

Like any other marketing project, effective measurement can only come about when companies establish objectives at the outset. Corporate objectives may include strengthening customer relations, media relations, recruitment and testing ideas. Whatever the objectives, at the end of the day, it is not about traffic ranks or being the top blog on Technorati. It should be about speaking to your audience(s) and engaging in conversations with communities related to your business objectives.

Entry Filed under: Blogs