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Yehuda Berlinger

Debbie,

The sites measure only traffic to the corporate blog. Yet you call the post how to measure the "success" of your corporate blog.

A corporate blog is not like a personal blog which depends on advertising. My own corporate blog can have no hits at all and still be successful, if people are subscribing to it.

The job of the corporate blog is not to sell itself, but to sell the company: whether that means service, personality, products, or position is dependent on the choice of the company.

So these locations will not measure the success of a corporate blog, except tangentially.

Yehuda Berlinger
http://withoutawire.blogspot.com

Ryan Sasaki

Hi Yehuda,

While I agree with you, these are still some useful tools. Specifically feedburner, it doesn't measure your traffic, but your subscribers by both RSS and email.

Further while not directly measurable, I think traffic suggests how successful your blog is. If no one is visiting, chances are things aren't really going well. And good luck justifying to your boss that blogging is worth your "company" time if google analytics shows that no one is visiting.

I think it's one of the biggest issues in corporate blogging. So many people in a given company just don't get it, and they think that traffic means all. Therefore if you don't have hits, people think it is a waste of time.

Easton Ellsworth

Good point, Yehuda. Yet, Debbie's right in saying that these and other free tools can help businesses understand whether their blogs are worth the time and money.

Toby

Debbie - thanks for the recap of these "tools" and concepts that can certainly help determine if "success" was met. However, as savvy marketers well know, determining what is "success" (e.g., establishing goals and objectives tied into a master marketing plan) is the first step.

So while Yehuda is right that the statistics may not be a direct measure of success, they are definitely an important indication. For example, if one of your goals is to establish the CEO blogger as a topic expert in France it would be important to know how many people from France or French bloggers are visiting/linking to your site. If there are few referrals from France and no communications from French companies, than you at least understand that a challenge is how to increase visibility with French bloggers who may be influential to helping meet your goal. It might indicate that you should be more engaged in those communities where you can develop relationships.

Stephan Becker - Intelegia

Dear Yehuda,

Thank you for pointing out the “non-tangibles” that helps determining the success of a corporate blog. Your comment hits home as you are addressing the essential question of ‘quantitative’ (tangibles) versus ‘qualitative’ (not-so-easy to obtain tangibles) marketing analysis. In an ideal world, you would try to get both, budget permitting. From a marketing-centric point of view, the easiest and probably first tools to use to get an idea if corporate blogging activities are successful is to focus on the quantitative metrics - and then to take this as an indicator for improvement, if necessary (and where possible). In my opinion, metrics are an important part of the ‘corporate blog success equation’ or as Debbie puts it: “And good luck justifying to your boss that blogging is worth your "company" time if Google analytics shows that no one is visiting.” Its a tough world…:-)

I wish you a pleasant day, Stephan.

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