Heidi Cohen puts together a most
interesting article about how the value of blogs can be measured. She outlines
the difficulty in quantifying the intangible benefits that blogs bring about, but
also comes up with some techniques that can be used to measure value inherent to the
content and traffic on a blog. Here’s a great take-away:
When assessing blogging ROI, put it in the context of your corporate
hurdle rate, the minimum ROI any project must achieve, or an industry standard. At
minimum, your blog ROI must be positive. The true value of developing a blog ROI is
to enable management to make an informed decision about the worth of blogging efforts.
Just because blogging is new, you can’t assume evaluating its effectiveness is impossible.
Like any other marketing component, blogging program performance can and should be