Should CEOs blog? It's up to them

You are forgetting one major problem and that is the vast majority of CEO's (in the UK at least)don't even know where the computer 'on' switch is let alone what a blog is and how to do it!

Even if they wanted to they wouldn't know how!

Phil Crowshaw

Steve,

Living in Michigan, I can tell you that if Ford had a blog, I would have a few comments.

Does that make me a troll?

One CEO blog I love to read (ironically a UK CEO) is Richard Charkin's blog.

http://charkinblog.macmillan.com/default.aspx

I think it's a shame more CEO's don't blog. They could even do it as part of a team. Perhaps, they other people blog and the CEO shows up a few times a month with his or her views on things.

I agree, I wish more CEOs blogged. I think blogs are very useful tools but of course they need to know how to use them. I wonder what it will be like when the people who grew up blogging are CEOs??

Good question as there isn't a single right answer. The appropriateness of CEO blogging is really dependent on factors like their type of business, the communication culture of their organization, and even their customer support model.

In my personal, unbiased opinion (READ: I think I'm right here), the core benefits of CEO blogs are overshadowed by the possible negative effects. While CEO blogging can develop a sense of transparency and perceived access to a large company CEO, you could achieve those same results with some targeted customer meetings, involvement in social/community initiatives, or webcasts.

The key is to create a controlled environment in which perceived intimacy can still happen.

That's a good point, Nelson. We often discuss blogging as something new that people might be incorporating into their lives and jobs. But for many in the coming generation, the question won't be whether to blog, it'll be how to fit their blogging into their lives, as they change, and whether or not to quit.

I was talking to a journalist intern at the Mayo Clinic a couple of weeks ago. She speaks Chinese and is thinking about becoming a foreign correspondent. I asked her if she considered blogging. Turned out that she'd blogged for years as a teenager, and now was wondering how to adjust it to her current goals.

Even if a CEO got with the program, his or her blog sadly may look like this: donaldtrump.trumpuniversity.com

Trump's own entries are OK, nothing exciting (how much is actually written by him is questionable)... the rest are "Trump university"ish. Most of the comments are "Hire me" or "I want to be on The Apprentice" or "Look how I already know this, so hire me already".

What happened to a blog being a conversation? Or an enrichment? CEO (any?) blogs need to have some sort of a manifesto, a purpose, a "job description".

Or if you're Trump, just build it (anything) and they (everyone/$$$) will come.

CEOs should blog. It take minutes to write a blog. Of course it takes longer to think of the content but this can be done anytime, anywhere.

Writing a blog shows, at the very least, an attempt to create a dialog between brand and consumer. It's important though to have comments allowed otherwise it just turns into a message pushing device.

CEOs and their respective brands have long been scared about blogs because of their inherent open nature. Because they are forever preserved on the internet. Because they may have comments that are less than complimentary. So what? Through engaging you build relationships. Through relationships you do business. Through good busines you build advocates. If you've done this, you have a successful business.

Coincidentally, I'm moderating a discussion this week over on the IAOC blog on the topic of CEO blogging.

The first question I tossed out was: "Is it OK to ghostwrite a CEO blog?" Some interesting responses have been posted. The general consensus is "yes"!

You can read the discussion here: http://www.iaocblog.com/blog/_archives/2006/9/18/2337404.html#comments

My Mac OS X Safari still can't see the comments. I used to be able to. I haven't changed any settings. Usually if there's a problem, it is with being able to post comments, not read them.

Today it's uncommon for a CEO to blog. But there is a change. Blogging is a form of a conversation with people who are interested in your company. You have the chance these people may recommend your company to a friend or colleague? So, why would you not to speak to them as a key manager? As far as you are authentic in your language and thoughts.

And YES, it's up to the boss if she/he wants to blog.

I've already commented about Ghostwritten CEO blogging on Debbie Weil's blog.

And I'm not keen on large company CEO's themselves blogging. After all do they write their own press releases, adverts, brochures or even meeting minutes?

They usually have a lot more to do with their time. Spare moments tend to be irregular and a key to a blog is regualr posting with the ability to have a conversation with people who comment.

In addition I suspect there's more pressure on a CEO because everyone is waiting for them to let slip that vital uknown fact that will depress or improve their share prices.

Look at Gerald Ratner's unguarded press conference remark - it cost him the company.

Jim

It's really not a case of asking (or stating) that ALL CEO's should or should not blog. A statement like that presumes ALL CEO's are the same kinds of people, have the same time commitments, and feel the same way about employees and consumers.

Not so.

In my experience, it makes more sense spending time telling 'CEO's (or any other leaders in companies) about the reality (challenges and opportunities) blogging presents and then offer insight and guidance provided he/she is keen to pursue it.

No one told me I had to blog, and that's why I blog.