When coffee was first brought to Europe it caused a sensation. And as coffee houses sprung up across Europe, they became viewed variously as dens of iniquity and places of underhand dealings. Gradually though, coffee became respectable, and now I can hardly string two words together without a cup. Underlying this is, of course, a powerhouse global business that revolutionised the economies of the great trading nations of the 1700s.
Mario Sundar has a great post today over at MarketingProfs, talking about the ROI on blogging for businesses.
He draws on some very interesting analysis from Charlene Li at Forrester. Of course, when it comes down to quantifying the potential or real returns of blogging it is very difficult. Sure we can track user traffic, we can monitor the flow of users from a blog to other parts of a site and we can count comments, subscribers or feeds. But how do we measure engagement?
Mario’s view is that you start with an understanding of “ownership” … which is a great concept. But it presupposes that your corporate content is worthy or, or in a state ready, for sharing/co-ownership. However, it is a very interesting topic of conversation, and one that is many corporate and non-corporate bloggers are interested in — my friend Lewis Green recently started a conversation on exactly this topic.
And while Blog ROI is a great topic, it is just like a great cup of coffee — we know what we like and have a taste for particular brands. And while we may not know why some of the metrics make sense (we may even prefer to go with gut feel) … there is no doubt that the team that cracks this code will be worthy of the millions that will be bestowed upon them.