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:

1. Increased brand visibility
2. Gaining consumer insight
3. Reduced impact from negative user-generated content
4. Increased sales efficiency

Basically, the methods they use are based on how much the corporation would have to pay to achieve similar results.

I felt that there was a glaring omission from the objectives.

5. Improved search engine rankings.

But following Forrester’s method, I would argue that the ROI of that objective would be how much a SEO consultancy would charge for similar results.

Read more about Steve Rubel’s opinions and Forrester’s ROI methods.

Tags: blogging, Forrester-Research, micropersuasion, roi

This entry was posted on Monday, January 29th, 2007 at 12:00 am and is filed under Business Blogging, Corporate RSS Communications. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.