“Should our CEO be blogging?”
I can’t tell you how often I hear this question these days. Last week it came up in a meeting with the CMO of a global hotel chain. I have summarized the criteria down to four simple elements and if the answer is yes to each, then there is a chance your CEO should consider blogging.
1. Personality
Is your CEO personable? Is he or she eloquent? Does he or she inspire and mobilize great ideas? If your CEO has a personality that translates well and is open to being a collaborative communicator, then a blog may be a great vehicle.
2. Point of View
Does your CEO have a solid vision? Are opinions part of his or her discourse? Does he or she challenge ideas or concepts that may be sub par? If so, you have a real opportunity to leverage his or her personality and point of view to offer a unique and engaging perspective.
3. Substance
It’s one thing to say something. It’s another to prove it. Does your leader have access to the research, the customer insight and competitive analysis that supports his or her perspective, point of view and personality? Aligning the facts with the opinions gives people something to consider as they read the blog.
4. Time
I can’t tell you how many blogs I’ve seen come and go. I even think my blog is on life support because I have such limited time to keep it alive. But I hope that insight like this is enough to offer some value to those of you that still pay attention to what I say. A CEO’s time is at a huge premium. Does a blog really make sense to your business? Will your shareholders, business partners or customers really find value in it? If so, then it may be worth the time, but it’s a commitment.
My Point of View
I also think there is an important consideration in answering whether or not your CEO should blog. A blog levels the playing field. It makes your most senior professional incredibly transparent and approachable. Do you want this type of egalitarian access? Or do you want to retain an authoritative position for your CEO? I have suggested in the past that having your CEO comment on a thought leadership blog and acting as a guest contributor may give him or her the mystique and leverage desired of the top executive.
