CEO Blogs: Pros and Cons
While there is increased popularity in the concept of CEO blogs, the whole idea is a tactical discipline that must fit with an organization’s overall strategic purpose. Blogs are nothing more than a tactical interactive online delivery platform to share ideas.
So, if a CEO recognizes the importance of achieving unique differentiation in today’s fiercely competitive world, and is willing to roll-up his or her sleeves and actively work and invest the time to share the vision of a business or organization through speeches, roundtables, conferences, and the media, then a blog might be a natural extension of that strategic outreach initiative.
On the other hand, if a CEO is more insular or uncomfortable to get out in front of his or her organization as a leader, a blog might not be appropriate.
In my consulting work, the first questions I believe must be asked when considering a CEO blog are …
- Why? Why have a CEO blog?
- What’s the purpose, and
- What’s to be achieved by a CEO blog?
Resist marketing, selling and promoting
If a CEO (or the organization) wants to use a CEO blog to market, sell and promote through a CEO blog … or if a CEO expects that someone else in the organization will write the blog … or if a CEO only intends to get involved with the blog every couple of weeks or so … then I might strongly recommend against the whole idea of a CEO blog because today’s online audiences will quickly see it as contrived or disingenuous.
If the corporate marketing or PR departments want to “brand” the look and feel of a CEO blog to be seamless with the rest of the organization, it risks detracting from credibility and transparency.
Be distinctive
A CEO blog should, I believe, reflect the uniqueness of a CEO’s personality. As an example, look at the style of the popular CEO blogs of Zappos’ Tony Hsieh, and Mark Cuban’s BlogMaverick.com.
A CEO blog is a place where the human side of a CEO is displayed, where ideas and vision are candidly shared. It’s a timely and active place where buyers, customers, stakeholders and others can vent frustration, complain or praise directly to the person in charge … and where the CEO must listen, engage in conversations, and demonstrate affirmative responses. And, it’s all out there in the open for everyone to see.
Develop a network of ambassadors
One of the great values of a CEO blog is the opportunity for the chief executive of an organization to connect directly with the audiences that matter most to a business or organization, and establish a powerful network of … let’s call them, “ambassadors,” or involved people who will carry forth favorable impressions of the CEO, and his or her organization to others.
Listen
Use a CEO blog to listen to which way the wind is blowing in your marketplace. Listen to buyers and customers. Listen to the media. Identify opportunities for growth by listening to feedback to a CEO blog.
Take genuine action
Consider the importance of a CEO directly interfacing publicly with someone who has a complaint, responding promptly to the concern and taking immediate action to resolve that person’s complaint. All the people who witness that blog conversation are left with a positive impression and inclined to share that positive experience or story with others. It’s how the image and reputation of distinctive and authentic leadership is defined and achieved in today’s online world.
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Dear David: Nailed it. Excellent post. I have noticed a trend for business leaders (VP and up) wanting to have their blog posts and Twitter accounts ghost-written for them. I always suggest to them that it’s “bad idea.” In fact, if I was less politically correct I’d say it was dumb. Because it is. Authenticity.Listening- Specificity – Genuineness- Reaching out. You nailed it. Thanks for this post.
Common sense thinking; something that too often does not occur or gets heard in the CEO’s office. Persistence is necessary here. The beauty of David’s counsel: It’s really, really simple, straight-forward and oh so true.
Love the post on story. Brilliant. I always say tell your story like you would across a cup of coffee. We all miss that connectedness when everything is too marketing-speak. Look at how Jackie Novogratz tells her story about founding the Acumen Fund. Brilliant, true, inspiring, and wonderful.
The Cons: Unless the blog is managed by communication pros it can be a recipe for failure. If the CEO is not an adept communicator or if ego is motive for blogging, the results can be disastrous.
The Pros: The Corporate blog should be used as a tactical marketing vehicle. The beauty of a blog is that it can be interactive and provide the company with immediate and very cost-effective feedback from consumers. To be successful, it should support the corporate mission and message and not deviate from it.