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Measuring the ROI of your blog

Tanya Goodin
Tanya Goodin
Founder & Owner
27 February 2007

Back in the office after a week of catching up on work after the
conference and I’m determined not to lose all of the momentum gained by
from the SES conference. After all the talk last week of social
networking I thought it timely to raise the issue of measuring the
value of social networking, blogs in particular.

My colleague Jessica mentioned that one of her take-home messages
from the conference was that SEO is like PR – jolly difficult to
measure. Back in the days we used to quantify PR efforts by column
inches – so quaint! A mere seven years down the line it’s a little bit
more complicated and even more important.
   

The PR value of a blog is obvious. It’s an opportunity to vet and
respond to customer opinion in an unprecedented way, but the SEO value
is less clear. Blogging is perceived as a bit wishy washy by corporates
who understandably need to know how a blog can serve their business
interests.

Charlene Li of Forrester posted an appeal for help in solving this issue while compiling a report that she has just published.

I haven’t yet read Charlene’s new study but I did review Likely, Rockland & Weiner’s paper on measuring ROI on PR and I liked one of their models.

Return on media impact model:

This is where you track media coverage against sales over time. You
measure online media mentions and put them against sales for the
corresponding period. Simple, but a bit rough and ready. How do you
pull out the effects of extraneous factors that are driving sales, and
how do you account for time lag in sales?

So in the spirit of learning to walk before we run – let’s get even less sophisticated.

Start by measuring:

  • The online mentions your blog generates.
  • The leads your blog generates – and leads coming from other blogs.
  • Brand lift over time after the launch of your blog. Adidas checked
    search frequency of the term "Jose" and "Pedro" the names of the boys
    who featured in their World Cup publicity. It was a term they
    definitely “owned” and there was massive growth in searches over the
    campaign.

The key point is that you should start tracking the success of your
blog right from the beginning. Like any other marketing effort, it can
be quantified.

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