This is not a fad: Corporate Blogging
Saying she wanted to write the "uncool" blogging book, blogging consultant Debbie Weil set out to write a "how-to" book for corporations who have heard about the power of blogs but not sure how it fits into their business model. Released in August 2006, Weil says her books is targeted to corporate-minded people.
While she is a obvious proponent of corporate blogging, Weil says that there are some pitfalls--particularly if a company promotes customer service on their blog and then customer's actual experiences don't match up.
Weil recently chatted about the book, blogging and where she thinks corporate blogging is headed.You can re
You can read more about Weil's blog on her blog:BlogWrite for CEOS
Corporate Blogging does have its detractors. Amy Gahran, on her blog The Right Conversation links to a post called Why Jonathan Schwartz should not be blogging by Dave Taylor and then shares her thoughts on why most CEOs should not blog.
"As anyone who's worked in or with corporations for more than five minutes can attest, often CEOs are the last
people who can speak to the public in a relaxed, human voice. This is
especially true for text blogs where you're dealing with the written
In my experience, most top-level executives are horrible
writers. Worse, they loathe writing and they aren't emotionally
prepared to handle open comments. They're more comfortable giving
speeches and interviews -- which might make them better candidates for
As for Taylor's rationale for CEOs keeping being nonbloggers:
The most important issue, however, is that the CEO is not the person in a company responsible for communicating with customers and the marketplace. Indeed, the traditional role of a Chief Executive Officer is to raise money. That's it. They're responsible for contributing to the strategic direction of the company, but most typically not the tactics.
Look at this another way: quick, how many CEOs can you name? How many from companies with more than $10 million in sales or more than 500 employees? I thought so.
This is cross-posted at FunnyBusiness, Elana's blog on business culture.