Public Relations: Blog ROI

Blog Benefits & Measurement

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