(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.
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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.
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