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| UPDATED: 2006-07-07 |
 ROI Of Corporate Blogs 
By: Sally Falkow 2006-07-07 Measure against your objectives. In a recent post Charlene Li of Forrester said she often gets asked about the ROI of blogging. Link: recent post ...a blogs ROI is built around building a closer relationship with your blogs readers, be it your most ardent customers or your employees. Its that investment in the relationship that turns intangible, unquantifiable blogs into hard metrics.Charlene makes the point in this post that you can't use just one thing to measure the success of a blog. Her blogging affects many aspects of her position at Forrester. When I spoke about the ROI of blogs at the Blog Business Summit and other conferences, I stressed that unless you know where you are going, you probably wont get there. A content strategy and a goal is vital to the success of corporate blogging. To know if your blog is working you have to know what you'd like to achieve. And while there are some generic benefits - the human voice, better relationships, interaction etc - companies can have a specific goal for a blog. Every other marketing or PR action has a strategy and a goal. So should a corporate blog. About the Author: Sally is the author of Website Content Strategy blog: Information about the shifts in media consumption and the use of technology in marketing and PR so business can stay in touch with their rapidly moving audiences. |
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