— 17 December 2004 —

The Schwartz is With Them

Great interview on Rick Bruner’s blog on Stonyfield Farm’s many blogs.

Apologies to Rick for the big steal, but here’s the answer to the “Yeah, but what’s the ROI,” question that many are asking about business blogging.

We are measuring things like page views, visitors and subscribers. Much like any public relations effort (and we are part of the public relations department), the “benefit” is somewhat intangible, but we have faith that there is one. Somewhere out there, we have created a positive response to our brand by virtue of someone reading something that tickles them, or interests them, or inspires them in one of our four blogs. If we gave them a bit of information they wouldn’t otherwise have, or inspired them to an environmental action, or asked them for an opinion–we assume they remember us when they stand in front of the many yogurts in the dairy case at the local grocery store. We assume that relationship, that contact, causes them to reach for our product, not the competitors’, when given a choice.

Stonyfield’s ROI is very specific to their needs as a company. Yours should be too. While there are many things you can measure that relate to blogging, most likely it’s going to come down to you “having faith” that it’s the right thing to do.

Rick’s post is also a good example of when you want to know something, ask. A lot of people are more than happy to talk about their company, especially if they are doing something successful. So, thanks to Stonyfield having blogs, someone interested is talking about it.

Now we pick up the story. And Steve Rubel posts about it. And Stonyfield blogs were mentioned positively in the Blogging for Business (just fill in the empty fields and it should give you the ability to download the talk) webcast yesterday with Anil Dash and Jim Coudal.

For a couple of days at least “everyone” is talking about yogurt.

Side note: No other yogurt enters our house but Stonyfield.

5 Responses to The Schwartz is With Them