Charlene Li is a Forrester analyst who often writes about user-generated content and social media. This week she's written a new Forrester report entitled The ROI of Blogging: 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.
It sounds really interesting, if the chart and associated notes on Charlene's blog are any indication.
Tags: blogging, online+marketing, Forrester, roi