January 24, 2007

The ROI Of Blogging

The "Why" And "How" Of External Blogging Accountability

by Charlene Li, Chloe Stromberg

with Jeffrey North, Tenley McHarg

Executive Summary (This is a document 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'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.

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