Don’t Measure Blogs … Unless They Matter to Your Company
KD Paine mostly gets it right in a recent column, except for the headline ("It Just Doesn’t Matter! Don’t Bother Measuring Blogs"):
If you know that your customers are generating buzz in blogs or chat rooms or newsgroups, then okay, pay attention. But if what happens in the blogosphere is irrelevant to the behavior of the people you are trying to reach, don’t waste resources trying to measure it.
Unfortunately, the headline gives the false impression that you should never measure blogs. But the conclusion of her article correctly notes that every company needs to evaluate blogs’ importance for them and act accordingly.
[via Media Guerilla]