How can you measure the ROI when you launch a corporate blog? Someone says it is impossible, but Heidi Cohen on ClickZ does not agree and provides readers with several hints to understand the blogs' ROI. First of all you need to ask yourself what's the business objectives a blog will fulfill, then you can develop a set of metrics to assess your blog success (or failure). I particularly enjoyed two points in the article:
Blogging is a form of strategic PR to raise your brand's or company's salience, not a carefully timed marketing promotion.
Just because blogging is new, you can't assume evaluating its effectiveness is impossible.
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