|Consumer self-education||Higher conversion rate for blog visitors|
|Greater visibility in search results||Increased traffic from search to blog|
|Lower the cost of public relations||Generate the same level of awareness as PR|
|Reach an enthusiast community||Lower cost communication tool|
|Address criticisms on other blogs/news stories||Measure the slow down of bad news spreading|
|More responsive to consumer concerns||Track customer satisfaction and retention|
|Improve employee innovation and productivity||Track employee satisfaction and retention|
|Improved stock price with greater visibility into the organization||Connect improved investor sentiment to blog readership|
It was about time to put it this clear: blogs need to deliver results when use for corporate purposes.
Charlene Li is in the right track and has offered -along with Chloe Stromberg- a framework to measure blog ROI.
From my point of view, blogs causes differente effects compared to traditional PR, taking into account that the old way was a third party endorsemente (media) and corporate blogs struggle for its own credibility and relevance.
Good job, Charlene and Thanx, Kevin.
Tags: PR, RRPP, Public Relations, Relaciones Públicas, Comunicación Corporativa, Corporate Communications