The Cubs had a long rain delay tonight, so I thought I’d read a few articles this evening so I felt like I did something productive while I waited for the game to start.

I came across an article written by Heidi Cohen about measuring ROI on blogs. This is an interesting subject since there are so few companies out there that can actually do this. From what she wrote, it sees blogs the same way Nebo does - a tool that fulfills different business objectives.

To place ROI measurements in context, you must first understand how blogs fulfill different business objectives. Creating and maintaining a blog is often part of a larger corporate communications effort

Heidi did get her formula on how she assesses blogs and how she measures ROI. As I looked at her formula, it seemed good. The one thing I looked for though was a full understanding of the operating model. If a blog is a tool to fulfill business objectives, then the objective must be understood in the context of the entire business if it is going to have lasting impact.

Since organizational impact is the goal, this is the reason Nebo Group has chosen to employ the Blog Readiness Assessment. It helps us understand where your organization is at today and gives us baseline to measure against. After we deploy the blog, we take a scorecard approach covering all the drivers of business impact. This helps our clients ensure the blog is achieving the impact on their organization in an ongoing fashion.

So kudos to you Heidi Cohen for being a blog pioneer and helping those of us sell the blog as an effective tool for organization and not a subjective “cool thing to have.”

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