A link to Paul Dunay‘s blog came my way from friends who hear this a lot — what’s the ROI for podcasting and blogging?  Every day it’s getting easier to answer.  Today we say there’s a price for not doing it.  Tomorrow, we’ll be able to better show the value of engaging people…of alloing people to engage on their own terms and time.

Hightlights from Paul’s post on Calculating ROI on Web 2.0 tools:

But there are ways to calculate return on your Web 2.0 investment. For example, for your blog, first get some highly targeted CPM numbers, such as you would when buying ad placements in any homogeneous community. Second, think about what it would cost to hire a dedicated company to just do WOM advertising for you. Next, think about the relative change in Net Promoter Score (NPS), and how that might be valued. Add these up, and it’s a compelling figure.

Another way to think about it is to start thinking less about ROI and more about Engagement. My theory here is I only care about 2 measurements: conversion events (like a registration, download of podcast, post to a blog or wiki) and the path a customer or prospect takes to get there. That’s all I care about right now. Why you ask? When a customer participates they become more engage and invested in your brand.

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