Measuring ROI in the Blogosphere: Harnessing an Unregulated Space

To say the blogosphere has been growing at a locomotive rate the past few years is to make an excessive understatement. Consider these statistics culled from a March 2008 study conducted by Universal McCann: 77% of all Internet users read blogs; Almost half (45%) of all Internet users have started their own blogs; Almost 30% of blog readers spend most of their time reading news/current affairs blogs; Almost 25% of blog readers spend most of the their time reading opinions on products and brands; 36% of Internet users think more positively about companies that use blogs; and 32% of Internet users trust bloggers' opinions on products and services. Based on these findings, it is clear why the blogosphere is so important to marketers and PR professionals. It wields great power when it comes to influencing consumers. But the question is: How do you measure messaging and ROI in a space as largely unregulated as the blogosphere?

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