| Benefit | Appropriate Measurement |
| 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
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