At the New Communications Forum a couple of weeks ago, we started a discussion about the ROI of blogging. My point was that we cannot begin to measure "return" on investment until we know what the "investment" is.
As business leaders who blog, the members of this club have invaluable information on this topic. Therefore, I was hoping to start a discussion here that may turn into a formal research study down the road.
When I talk about "investment" I don't mean just the technology costs (which are, honestly, pretty negligible, and easy to discover). Rather, I want to understand what the elements of the real cost of blogging are:
- Time spent
- How do you know? Do you set aside an hour a day? Do you blog in 5 min. increments throughout the day? Are you substituting blogging for another activity or is purely an addition to your tasks?
- How do you measure the cost of this time? Billable hours? Percentage of salary?
- Individual vs. group blogs
- Are you the only one blogging? Are there other authors on your blog? Or do you have multiple blogs?
- Employee blogs
- Do your employees blog on their own time? Company time?
- Do you cover the cost of their blogs?
- How do you measure the cost?
Are you actually measuring the investment in your blogs in any kind of systematic way? Have you been thinking about ROI at all?
I know there are a lot of questions here, but I would appreciate it if you could begin to share your thoughts below, as I think we can all benefit from this discussion. If you would prefer a private conversation, please contact me at ealbrycht at gmail dot com. Thanks!