Blog Measurement

For this blog, I will select a company with a blog and evaluate it in comparison to its own industry. I will also calculate the Raw Author Contribution in “posts per month” and the content created; the conversion rate; and provide the Authority rating provided by Technorati. For this exercise I will use Jeep as my company.

1)   Post the name and link to the blog you are evaluating.

http://blog.jeep.com.

2)   Report on your metrics for the blog:

This blog is archived back to November 2010. Jeep “lovers” can find blogs organized by six categories: Adventures, Company, Events, Heritage, Models, & News. With 2.8 million friends on Facebook and over 91 thousand followers on Twitter, this blog has a great chance of capturing visitors

3)   Raw Author Contribution: Posts per Month & Content Created

The RAC for this blog, Posts/Months (for this exercise I only viewed data from the last three months), would be:

40 post / 3 months = 13.33

The Content created, Word / post (average) / the # of posts would be:

200 words / post avg. / 40 post = 5 words per post. This low number could be attributed to the number of post that consisted mainly of pictures.

4)   Conversation Rate

The Conversion Rate, comments / posts, would be:

175 comments / 40 posts = 4.375

5)   Technorati Authority

I was unable to obtain an authority rating using http://technorati.com. The Jeep blog was not listed in the “Blog Directory.”

6)   How might they measure the cost & benefit of their blogging?

Jeep could consider finding out the Comparative value of its blog. In order to identify this value tools like BlogCalculator (http://www.blogcalculator.com) can be used to do value analysis. Some factors that would be taken into consideration are: # Unique Visitors; RAC; Content created; and Conversion rate. This tool will also factor in the amount of money (average) brought in and the amount (average) spent for the blog.

7)   Do you have any recommendations on how they might improve their blog?

I do not have any recommendations for improvements at this time. This blog is well organized and easy to navigate. Even though the Content created is low (5 word/post) the conversion rate is at a decent number (4.375 comments/posts).  The fact that over 2.8 million followers on Facebook can access this blog indicates a strong following for anything associated with the Jeep name.