The ROI of Blogging
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.
I’d love to take a look at this report, but we don’t have a Forrester account because, well, they’re hideously expensive. If anybody does, and wants to slide this badboy my way, I’d appreciate it, and promise I’ll keep it to myself.
On a related note, Dave Olson wrote a great-looking paper on Blogging for Retailers for Elastic Path. Give it a read. More dubious, however, is writing a press release about writing a whitepaper.
UPDATE: Thanks to Charlene, who kindly sent along a copy of the report. She’s sending out a few copies to foster further conversation about the subject.
darren 
