Should Your Boss Be Blogging? – Forbes.com
Anil Dash at Forbes.com:
“If you’re an online retailer, there’s truth to the fact that blogging drives traffic. But if you’re another kind of company, the real return on investment comes from simple scenarios: You can collect community feedback, but surveys can be expensive and time-wasting; the expense associated with getting 100 comments back can be great. But with a blog, you can do it in 24 hours. You can also measure the success of delivering information. There’s an expense associated with e-mail that gets lost via spam filters or bounced-back. With a blog, you can insure delivery and then track metrics to see who read the information and clicked through. That’s a quantifiable improvement over the communication tools most companies are using today.”
