Knowledge Management in Technical Support

A blog about knowledge management in Commercial Technical Support - part of tech support for Enterprise and Developer customers at Microsoft.

Is ROI really that important for blogging?

Is ROI really that important for blogging?

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MPj03029980000[1] Microsoft is arguably at the forefront of corporate-sponsored blogging. We have thousands of blogs, ranging from some of our support-based blogs, to blogs managed by marketing groups, to blogs managed by developers. With such a wide breadth of authors and content, is it really worth trying to figure out the "value" of that content?

With the inception of Web 2.0, and the conscious decision to not include ads on our blogs (with some rare exceptions), do metrics like hit counts, etc really matter?

One of blogging's goals is to provide a voice of the author to talk about what they personally think is important. Why would a company want to measure what someone thinks is important? If no direct guidance is given to authors to force them to blog about specific topics, why would people care about metrics generally about that content?

In our area of technical support, we're in a unique position - we express the value of our Support Engineers through utilization (the amount of time they're working on stuff). Since blogging can be considered "stuff," we have to make sure that we're getting the right value out of our investment.

The issue is that many of the traditional ways that we measure content today don't really apply very well to blogging. Overall satisfaction is harder to measure, and the mushy metrics of audience commenting, linking through services like digg, etc, and other metrics are new, more marketingish ways to look at the value of content. This will be hard for many organizations to swallow in a numbers-rich business.

Should we just accept that blogging is generally good, and therefore be okay with the general amount of time we're "paying" people to blog (through utilization)? What would the perfect number look like? How do we manage to a number when we don't manage the content output?

Does your company deal with blogging and worry about the utilization of your people? If so, drop me a comment and tell your story.

Hunter Donald
Program Manager - Knowledge Management Strategy
Commercial Technical Support

Comments
  • Knowledge Management in Technical Support : Is ROI really that important for blogging?: http://blogs

  • Thanks SBS Diva. I posted a reply to your thoughs on your blog. I hope that additional insight is helpful.

    Hunter

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