What would constitute success metrics for a corporate blog?

Sort of a rhetorical question, but this comes down to answering the age-old question asked by senior management everywhere: what are the key performance indicators that should be applied to a corporate blog to determine its success, failure, or general indifference from the audience?

I took a crack. There is the obvious “gross tonnage” statistics of visits to the blog itself, then there are RSS hits — filtering out the crawlers of course — and then there is the rankings — Technorati, etc. …

What else should and could be enumerated? Number of post comments? In-bound links? Bloglines subscriptions? Happy comments vs. angry comments? Google juice?
I need to dig more into blog metrics/analytics. It’s one thing to monitor external blog activity around a brand, but another to measure activity on one’s own blog. And again, I mean more than the old “hit” crap.

I did find some qualitative measures by Jeremiah Owyang from last November and I am too lazy to go dig out my copy of Naked Conversations to see what Scoble and Israel recommend — gauging from the b—h slapping they got from Amazon’s CTO earlier this spring, I don’t think they had an answer at the tip of their tongues either.

Subscribe to Blog via Email

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 1,864 other subscribers

Exit mobile version
%%footer%%