As B.L. noted in her post about a CBS MarketWatch interview on the subject, Forrester Research’s analyst Charlene Li has released an 18-page report that concludes blogs are an effective business tool. From the executive summary:
Although Weblogs (blogs) are currently used by only a small number of online consumers, they’ve garnered a great deal of corporate attention because their readers and writers are highly influential. Forrester believes that blogging will grow in importance, and at a minimum, companies should monitor blogs to learn what is being said about their products and services. Companies that plan to create their own public blogs should already feel comfortable having a close, two-way relationship with users. In this document we recommend best practices, including a blogging code of ethics, and metrics that will show the impact of blogs on business goals.
Forrester: Blogging: Bubble or Big Deal? When and How Businesses Should Use Blogs
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