Sure, there are a few CEOs that are really passionate about blogging and have the ability to create an effective blog. But the majority of CEOs do not fit into the mold of a successful blogger. Here’s why:
Seth Godin, a best selling author of business and marketing books, said that blogs work when they are based on six things: candor, urgency, timeliness, pithiness, controversy, and utility. Do these sound like traits of a typical CEO? Not really.
In a blog, a CEO would have to have the trust of the reader. I think this sounds like something that would be hard for a CEO to do. After all, many consumers view CEOs as always having an underlying motive. The six traits above are hard to find in a CEO. Consumers think that corporate blogs are designed only to advertise products or services; therefore, corporate blogs are seen to be the Communications department’s sneaky plan. The readers will not follow the blog if this is the case.
CEOs are busy and their primary concern is their investors, and they do not have time to blog. Shel Israel, social media specialist and author of “Naked Conversations,” said that, “a CEO is concerned with growth and profits, and therefore, should not be spending time trying to create an effective blog.” I agree with Israel that a CEO blog will most likely be a failure. CEOs do not speak the language of everyday people. They use large words and jargon that all readers would not understand. I know that I have read blogs before that I do not understand, and I haven’t gone back to read those blogs since.
Here’s an idea. If the CEO doesn’t fit the mold, why not have the product manager post a blog instead? Product managers are knowledgeable and passionate. They also are concerned with customer happiness, and speak the language of everyday people. That sounds like the makings of an effective blog.
