Steve Rubel had a peek into a recently-released 15-page white paper from Forrester Research entitled The ROI of Blogging. It explores various quantifiable ways of justifying the returns on corporate blogging efforts, depending on the objectives of the corporate blog.
The stated objectives being:

Increased brand visibility
Gaining consumer insight
Reduced impact from negative user-generated content
Increased sales efficiency

Basically, the [...]

Pay attention to this blog on the Forrester Research site. It deals with a movement online they call Groundswell in which people engage in sharing activities that can change the way people look at your brands and products.
Already news giants like the BBC Corporation are investing millions to reach out to these social networks to [...]