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Forrester has released a research report “The ROI Of Blogging: The “Why” And “How” Of External Blog Accountability”.
It's got some very insights on the kind of metrics brands should use, when it comes to evaluating their corporate blogging initiatives:
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I saw the report, and while I thought it was a great attempt at quantifying the *potential* benefits of blogging, the case study about GM really raised some questions in my mind about how much of that potential ROI firms would actually realize. For my take on that see:
http://marketingroi.wordpress.com/2007/01/26/the-unrealized-roi-of-blogging/
Posted by: Ron Shevlin | January 27, 2007 at 04:03 AM