Why Read This
Forrester used the process outlined in the associated Best Practices document, "The ROI Of Blogging," to calculate the ROI of General Motors' FastLane
blog; but, this is not merely an exercise to generate a number. Using scenarios, General Motors can understand the risk and impact of increases and decreases of a key metric — the number of press mentions — on the value of the blog. With this knowledge in hand, General Motors can make critical businesses decisions, such as whether to invest heavily in innovations that will rekindle press attention.
Tags: Customer Experience Management, Customer Relationship Management (CRM), Digital Marketing, Direct Marketing, Emerging Methods, Enterprise Collaboration, Enterprise Web 2.0, Information Management, Marketing Measurement, Marketing ROI, Packaged Applications, Social Marketing, Social Media, Web Analytics, Web Design & Usability