I reviewed the GM Fastlane blog http://fastlane.gmblogs.com for a review of the content created and its conversion rate, and authority rating.
The first calculation is the Raw Author Contribution of Posts per Month. I reviewed the last two months of content on the site to get a number of posts created. This number is 22 posts of new content, they we divide this by the number of months counted (2). This calculation generates a RAC of 11 posts/month.
The next calculation is the Conversation Rate. This is calculated by visitor comments divided by the number of posts. I reviewed the 22 posts that were made in the last 2 months and counted each of the replies to those posts. The number of comments was also 22, this calculates out to a coincidental rate of 1. (22 comments/22 posts). Some of the posts had 4-5 replies, while others had zero replies.
The last item was to find the Authority rating for the blog using Technorati. I did several searches and browsed the listings but couldn't fine this blog listed. This leads me to believe that it is a lesser recognized blog and has a lower authority.
They may want to analyze the cost effectiveness of this particular blog. They first would need to calculate the cost of the actual blogging (time to post, research, hosting, etc) then compare to what they are benefiting from it. The traffic may be better suited to redirect to another of the GM blog sites or to try and increase the exposure to try and make this one relevant. Such steps might include having links directly from the home page, or to link to it from another high profile location.
It seems to me steps need to be taken to make the blog more relevant, otherwise it's not being used to its full potential. In today's environment it's not the best idea to fall behind in anything Internet related, though at the same time organizations have to be careful in order to maximize their returns.
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