Comments on: How Do You Measure the ROI of a Business Blog?

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By: Kathy Herrmann

Kathy Herrmann — Wed, 23 Sep 2009 12:02:10 +0000

“[T]he first step of a blog is to establish an audience and a brand.”

I agree, Brad. One thing anyone building a business case for a blog needs to understand is it’s a long-term strategy. Thus, any determination of an ROI should reflect that. Increased visitation and buzz precedes ROI.

By: Brad Shorr

Brad Shorr — Wed, 23 Sep 2009 11:50:36 +0000

Robin, Disqus seems to be gaining in popularity, but it makes the comment format on a blog somewhat complex. I’ve shied away from it because I fear some readers will be intimidated and not leave a comment.

By: Robin Dickinson

Robin Dickinson — Wed, 23 Sep 2009 11:47:48 +0000

Thanks, Brad. I will keep my eyes open.

I did notice that disqus (sp?) have a facility where you can see all of the comments you have made across all sites with them. This is of very limited use, but signs that someone is indeed noticing the value of comment tracking.

Best, Robin

By: Brad Shorr

Brad Shorr — Wed, 23 Sep 2009 11:43:13 +0000

Robin, It’s very hard to keep up with the various search tools, because it seems like new ones are being introduced every day. Backtype Connect is a way of consolidating Tweets and comments on your own blog, but as far as monitoring comments on other blogs, I still rely on comment subscription. This doesn’t allow for easy statistical analysis, but it gives you a very good feel.