The ROI of corporate blogging
In a post I did on ROI of a corporate blog last summer, I based myself on a paper from the University of Massachusetts Dartmouth to come up with 5 metrics for measuring the KPI (Key Performance Indicators) of a corporate blog:
- Time saved: using the blog as efficient knowledge-management tool
- Linklove: the number of external links that refer to the blog
- Advocates: the number of people who subscribed to our RSS-feed
- Network effects: the PR-effect of the blog, based for instance on the number of presentations it generates
- Interactions on the blog: the number of comments and (to a lesser degree: trackbacks)
Digimedia dedicated a post today that included a schematic by Charlene Li, the blogging expert at Forrester Research. In this schematic she came up with a similar list of KPI's. She talks about it on her blog in this post.
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