Why should there be? Why can’t we do things for sheer good will and candid communications, enabling our customers to deal with us directly?
ROI or Return On Investment is an accounting problem, where you try to determine if the money you've invested in something is paying off. You don't want to dump funds into technology or personnel or training, and get no financial payback from it. That's logical.
But it's illogical to expect ROI analysis of every little thing a business does. It's insane, especially when there is no investment to begin with, at least no money invested. Ever since me and Bennett Theissen invented Zero Budget Marketing in NYC, initially for our music band Camouflage Danse and his avant garde theatre promotions, we've proven over and over again that it works.
You can start a business on the web and not pay a single penny...EVER!
I do it all day, every day. My wife Andrea is an accountant. She keeps track of what is spent on my consulting business. Nearly nothing. I travel almost not at all. I conduct most business via email and free VoIP (Skype). Computer related expenses like broadband, Norton Anti-Virus, toner, paper, and hard drive upgrades would be incurred anyway, for our personal use.
This rage for ROI is what Theodore Levitt (former editor, Harvard Business Review) calls a “harsh and narrow discipline” in Thinking About Management (The Free Press, 1991, p. 111).
What’s the ROI on new carpet? new office furniture? business cards? company cars? conference attendance? Speaking engagements?
Some things we do simply because it’s the right thing to do, or a wise thing to do, and we should not need to justify everything to accounting departments.
Since a blog can be created and hosted for FREE, and many smart business people are using free hosting at WordPress or Blogger, what’s the ROI on Zero Investment? Pretty good, I’d imagine.
No, no, no. If some company is stalling around like idiots about blogging, while their own teens are all over the map with it, what gives? Where is the visionary leadership required in this volatile business climate where many giants are collapsing?
You blog, not for revenue streams, but for enhancing customer relations, telling your side of a controversial story, and establishing your innovative orientation.
Blogs are antiques already.
The real pioneers and entrepreneurial leaders have already moved far beyond the simple text blog, into videocasting and podcasting, super-interactivity, massive customer empowerment, technical support chat modes, videoconferencing, the multi-media Web 2.0 blog realm.What needs evaluation is not ROI, but rather ROT.
Return On Time.
The time required to publish posts on your own blog and post comments at other blogs, can be prohibitive for many CEOs and others. If you think you can just dash off a quick little diary entry a few times a week, and call yourself a "blogger", that's idiotic and self-defeating. Bloggers must interact with other blogs. And that can involve a large amount of time, which you may not have. You'll find out soon enough, once you get started.