Steve Rubel has a post on his site commenting on how Forrester has created a model by which it thinks it is possible to measure the impact and hence forth the ROI of blogging for a corporate entity.
The diagram on his site could prove to be very interesting, certainly when trying to sell the idea of blogs in to a client - one of the biggest problems so far has been explaining what they’ll get back from a blog if they start one.
I do think the biggest issue with clients is often that they just think they’re going to get slagged off on a blog and they’re worried about the risk involved, but this report could, I hope, start to educate and help make this task easier for us.
Quote: In Forrester’s interviews, the most frequently mentioned benefits of corporate blogging were: greater brand visibility in mainstream media on the Web, word of mouth, improved brand perception, instantaneous consumer feedback, increased sales efficiency and fewer "customer service-driven PR blowups."
I’d love to read the report, but as I always find with these things, at $379 a go, it’s a lot of cash for something that, really, we could probably find in the blogosphere itself for a lot less.
Perhaps Steve will send me a copy? 
Howard
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