(REPEAT) Welcome to the second installment of Social Media Today, the official podcast of the Social Media Collective. In this episode I interview Charlene Li, fellow collective member and Vice President and Principal Analyst at Forrester Research, about her recent research on the ROI of Corporate Blogging.

Do subscribe to our feed – we’ll be interviewing a new member of the Social Media Collective each week, and the podcast will be published fresh every Wednesday. You can even leave us audio comments right here using the handy tool below.

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Show Notes:
Charlene explains the model at the heart of her research, reminding us that “you can’t manage what you can’t measure”, she runs us through the methodology (benefits, costs and risk), what benefits GM has seen as a result of their FastLane blog, gauging engagement, the challenges of maintaining an existing corporate blog audience, B2B companies need to get on the social media bandwagon, what the blogosphere thinks of Charlene’s research, the risk perspective on blogging, the transition from “us” to “you”, how often do you need to post, staffing requirements, responding to comments, will GM be launching a Camaro Community around the launch of the car in 2007? The notion of “community suites” (blogging, RSS reader, social networking, profiles, etc.), CMS, contact Charlene if you have feedback on her research at cli [at] forrester [dot] com.

To leave an audio comment, use the “my voicemail” tool to record direct from your computer’s microphone, or leave a text comment (which we will read aloud on the show in a voice that we imagine to be like yours) simply leave a comment on this blog.

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