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For Marketing Leadership Professionals

Calculating The ROI Of Blogging: A Case Study

A Look At The ROI Of General Motors' FastLane Blog

January 24, 2007

By Charlene Li, Chloe Stromberg with Tenley McHarg

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Why Read This Report

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), Direct Marketing, Emerging Methods, Enterprise Collaboration, Enterprise Web 2.0, Information Management, Interactive Marketing Strategy and Process, Marketing Measurement, Marketing ROI, Packaged Applications, Social Marketing, Social Media, Web Analytics, Web Design & Usability
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