With the rise of social media, companies are now forced to be transparent. It becomes obvious then why CEO blogs have risen to such popularity. Companies have come to learn that publics value organizations that have a voice and communicate openly with them and therefore CEOs, as the face of the company, are being forced to have these blogs. Don't get me wrong I think CEO blogs are wonderful, but in order for them to be effective, the CEO must be willing to take an proactive approach and embrace the blog as a natural extension of his/her communication strategy. Simply having a blog that is never updated, having a blog that someone else ghostwrites or having a blog that does not contribute to the goals and values of the organization is useless.
Follow this post across the break to learn what you know before starting a CEO blog...
Take for instance the blog of Dallas Mavericks CEO, Mark Cuban. Great blog, lots of personality, and great use of personal stories that tie back to issues that would concern his target market. For example, Cuban mentions his recent colonoscopy, which could have been a little too personal for a CEO blog, and turns it into a chance to tell guys out there that its okay to be nervous about a colonoscopy, but it shouldn't stop them from having it done. In essence, what Cuban did here was show that he is human, but that he is also a CEO who has to push the goals of his organization.
In looking at a few of these CEO blogs, I realized that organizations are really getting better at using them to their advantage and so I came up with these few questions to ask before deciding on whether to start a CEO blog:
Follow this post across the break to learn what you know before starting a CEO blog...
Take for instance the blog of Dallas Mavericks CEO, Mark Cuban. Great blog, lots of personality, and great use of personal stories that tie back to issues that would concern his target market. For example, Cuban mentions his recent colonoscopy, which could have been a little too personal for a CEO blog, and turns it into a chance to tell guys out there that its okay to be nervous about a colonoscopy, but it shouldn't stop them from having it done. In essence, what Cuban did here was show that he is human, but that he is also a CEO who has to push the goals of his organization.
In looking at a few of these CEO blogs, I realized that organizations are really getting better at using them to their advantage and so I came up with these few questions to ask before deciding on whether to start a CEO blog:
1. Why are you deciding to have a CEO blog now?
2. What will be the purpose of the blog?
3. What do you hope to achieve with this blog?
4. Does the blog fit in with your organization's strategic communication plan?
5. Does the CEO have the training to use the blog to its fullest potential?
6. Will the CEO have the time and/or dedication to keep the blog up to date?
If you answered "no" or "I'm not sure" to any of the above questions, then perhaps this type of blog will not be very beneficial to your organization and/or your organization will need to give this a little more thought before implementation.
All in all, CEO blogs can be very beneficial to the communication plan of an organization as they:
If you answered "no" or "I'm not sure" to any of the above questions, then perhaps this type of blog will not be very beneficial to your organization and/or your organization will need to give this a little more thought before implementation.
All in all, CEO blogs can be very beneficial to the communication plan of an organization as they:
- establish a special network between publics and the organization
- open communication between the CEO and stakeholders
- give a voice to CEO, who sometimes may seem unreachable or disconnected in the eyes of the public
Just remember, a CEO blog must serve a purpose that benefits both the organization and its publics without infringing on the time of the CEO. Make sure your CEO blogs appropriately and effectively and your organization is sure to benefit.
I hope you guys enjoyed the ride...Drive safely!
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