For Interactive Marketing Professionals (Length: 8 pages)

Executive Summary (This is a document excerpt)

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.