Your blog’s ROI: priceless

Here’s an interesting post by Charlene Li of Forrester on the ROI of her blog:

I tried to address this question recently in a speech at the New Communications Forum where I said my blog could be associated with $1 million of revenue at Forrester.

The ROI probably is worth a million dollars, because it places a human face on the company. Companies consist of people, but unless the company has staff who blog, we look on a company as a vast faceless entity.

The way I quantify a blog’s ROI to my clients is to emphasize the CRM benefits, and the (potential) crisis-management benefits.

A blog may never be needed for crisis management, but if it is, a blog lets a company put its own point of view. If a company gets into trouble and has a blog, it can present its side of the story on the blog — it doesn’t need to rely on the mainstream media, which may or may not be sympathetic.

And that’s priceless.

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