By What Measures?

In the old days, circa Web 1.0, most online marketers measured the success of a Web site with a few different metrics. Many of these yardsticks are centered on site traffic and opt-in subscribers. (Others track online leads, time spent on the site, and of course, sales.) However, when it comes to a blog marketing campaign, I am not convinced that these same statistics are the best measures of a blog's success. As most bloggers can attest, for even the most successful sites, traffic figures are low by the standards most are accustomed to. Let's sample some of the sites in the 4300 daily uniques - many of them from Google. gets 237,000 visitors per day, while Andrew Sullivan (#42) sees Google Juice, mindshare, relationships generated, etc.) there's a happy medium when it comes to benchmarking your blog. This is a market of niches that together have mass influence. Why do you think I called the blog Micro Persuasion? Let's not lose sight of that as we try to measure it. Senior Vice President with Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.