Forrester Research - Two Takes On Internal ROI ?

Thanks to the Scotsman On A Horse for pointing to  this recent information from Forrester Research, and its brief interpretation.

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Forrester: Blogs in the Enterprise? Good, not Great.

There are a lot of info nuggets in this article about Forrester’s update on the value of corporate blogging. Its being adopted slowly and there is a business case to be made for corporate blogging.

Paradoxically, they assert that it doesn’t seem to live up to the incredible hype of the Enterprise 2.0 fanboys and then go on to say that the investment required is practically nil. To me that says that the ROI should be nearly infinite

Firms mull over blogs, but doubt business value

Forrester Research Inc. surveyed 275 IT decision makers at U.S. companies with 500 or more employees and found that while 54% of those polled said they are blogging at some level — or at least considering an investment — 46% have no plans to invest in blogs.
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Forrester asked adopters of blog technology to list the business reasons for using it. Sixty-three percent said they use blogs for internal communications, and 50% use them for internal knowledge and content management. Forty-seven percent said they use blogs for external thought leadership and 46% said they use them for marketing to customers and prospects.

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If you’re an acolyte in the school of "you can’t manage what you can’t measure (I am not), then I’d argue that a measurement to be invented and refined is ROII … Return On Investment in Interaction (or ROHI - Return on Human Interaction), as I suggested a couple of years ago) … or some such, and that the most useful and important reason for using blogs and social software inside the enterprise is the cultural change they may occasion.  

Many organizations pay many consultants much money to address culture change, towards greater responsiveness, flexibility and innovation, often in ways that more-or-less ensure that most of the expressed desire for change does not happen much.

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Tags: Enterprise 2.0, Forrester Research, ROI of Corporate Blogging

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