The ROI on Blogging
This was on Micro Persuasion today Forrester Creates a Model to Measure Blogging ROI
The highlights from Steve:
In Forrester’s interviews, the most frequently mentioned benefits of corporate blogging were: greater brand visibility in mainstream media on the Web, word of mouth, improved brand perception, instantaneous consumer feedback, increased sales efficiency and fewer "customer service-driven PR blowups."
Those are some pretty persuasive points, we haven't read the report yet, but for Enterprise 2.0 bent companies it's probably worth the $379.00
This is the summary of the report:
Many large companies stand on the brink of blogging, yet they are unwilling to take the plunge. Others, having dove in early, now face the challenge of managing existing blogs without the ability to show that they effectively support business goals. While blogging's value can't be measured precisely, marketers will find that calculating the ROI is easier than it looks. Following a three-step process, marketers can create a concrete picture of the key benefits, costs, and risks that blogging presents and understand how they are likely to impact business goals. This, in turn, enables marketers to answer the key questions, such as whether to blog or not to blog, or to make smart choices about an existing blog.