Susan Getgood has recently written about the importance of cultivating actual relationships with bloggers.  The post contains a link to some notes she has written up about Do’s and Dont’s with regard to pitching bloggers, which is a great list of best practices that I wish all companies and PR firms would internalize.

It is particularly apropos in light of a webinar I moderated yesterday on social media.  One of the questions that kept popping up was how to measure ROI of blogging and engaging with bloggers.

It is a tricky subject and there are certainly indicators you can point to: traffic, SEO rankings, backwards links, hits, etc.

Not to sound too cheesy/feel-goody, but the most important ROI is the relationships that form from engaging in social media.