R.O.I of blogging

Posted on March 25, 2008 
Filed Under Blogs, Social Media

I found this chart off of Steve Rubel’s Micropersuasion. It’s from research done by Forrester’s Charlene Li and it was useful for a recent presentation on “Crisis Communications in the YouTube Age”.

Click to enlarge

Interesting excerpt:

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’ 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.


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