Charlene Li over at Forrester has completed a report on ROI for corporate blogs. I need to be at work to access the full report but looking forward to reading it.
The metric is not cut and dried, it never can be for something as subjective as opinion leading and conversations, but the framework is a great starting place that can be adapted based on the business objectives.
It’s something I’m struggling with on a number of different clients, both the value of being online and for the different aspects of it. Proving ROI for a website that is all about engagement and not about ecommerce is not always the easiest. And I don’t think it’ll ever become clear, you just move towards standardisation across the industry. As with TV advertising, the numbers aren’t necesarily accurate it’s just that everyone believes the same set of numbers.