Cereal Buzz is a consumer-centric blog. These guys are passionate about there breakfast cereal.
Ecoli blog broke our story with richer detail than you get in the newspapers
Probiotics blog
Tuesday, July 1, 2008
Value of Blogging - Return on blogging
It's challenging to mark the exact return on a blog. IBM thinks of it this way:
- Blog ROI comes from the individual relationships and affinities built through communities and conversations
- Value is added via the knowledge retained, lessons learned, and viewpoints infleunce from blogging
I think of it this way. If your investment to blog is zero, as this blog was, isn't your return then infinite?
What do external Blogs do?
External blogs do the following:
- solicit feedback
- build up "thought leadership" credentials
- build community
- evangelize
Stoneyfield farms runs 2 blogs - one for moms with babies and one for fans of Stoneyfield. While they don't get the most comments in return, Stoneyfield is able to carry a dialogue with consumers that is closely aligned with its brand identity.
GE's Edison's desk blog connects GE's technical community to the world. Scientists and Engineers openly discuss leading edge technology.
Let's lament thought leadership. If we seek to be a world class company, shouldn't we engage in world class best practices, like blogging?
What do internal blogs do?
In a quick snapshot, internal blogging peforms the following functions:
- knowledge sharing
- collaboration
- project management
- search
There are some anecdotal examples of internal blogs being used successfully. Some organizations, like IBM use blogs as project diaries. Information that is often lost in email is always available via blogs. The blogs are easily reviewable and searchable by senior leadership.
MIT Sloan uses blogs to facilitate cross-communication and quicker top-down review of projects.
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