Should you make your CEO blog?

No.  Unless they really, really want to.

•It takes a huge amount of energy and time to blog. You have to be really enthusiastic about the medium, or it’s really not going to work.

•Your CEO may not be your best spokesperson. Perhaps you have a volunteer, another staffer or a constituent that can speak better to what you’re attempting to accomplish through this mode of communications.

•You’re welcome to blog yourself, but others may be doing it already! If you don’t want to start a blog yourself, what bloggers in your community are talking about your issue that you could reach out to and engage so they’re spreading the word on your behalf?

It really comes down to the commitment and the purpose behind the blog. You need someone who will continually contribute and enjoy the process as it’s happening. And, it’s a great opportunity to think about whom you have helped, or what other champions or advocates you have who could blog to advance your mission.

Posted by on 09/05 at 04:08 PM


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    Comments


    Great post.  It is definitely true that CEOs should not blog if they are not open to the technology.  However, many CEOs simply don’t have the time to put their thoughts into written words.  Many others prefer talking to writing.  A CEO in this situation could bring a ghostwriter on board (either a full-time writer with the company or a freelancer).  The writer could put the CEO’s thoughts into words, and the CEO could approve each post before publication. 

    Megan Tsai, Freelance writer
    http://www.RedWagonWriting.com

    Posted by Megan Tsai  on  09/30  at  01:23 PM

    Katya,

    Depending on the culture of the non-profit (and to the degree that they use social media for marketing), Twitter may be a good alternative for the CEO.

    The upside of having a CEO blog with Twitter is that is creates a perception that the NPO is very transparent, customer-focused and egalitarian. When the CEO of Zappos started using Twitter, other Twitter users were impressed at his openness and desire to hear from his customers.

    But again, this all depends on the culture of the organization (Zappos is a very hip, online retailer).

    Take care,

    John

    Posted by John Haydon  on  10/03  at  09:59 AM
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