CEOs and top officers lose so much for NOT blogging!

Should senior officers spend time blogging?


Natural question.

Someone who has not applied his/ her mind to this question would perhaps give a straight answer, 'NO'. And there would be many reasons for that, e.g.
  • It is a sheer waste of time. The time you would spend on your blog can get you much better gains if you spend the same on your business/ career.
  • People in higher positions cannot afford to indulge in gossiping or writing a diary or a low-level hobby such as blogging.
  • It does not serve a business interest, not definitely in my area of work.
  • Blogging is for people who have too much time in hand and no productive work to do.
  • It is boring. You cannot sustain it.
  • My company advises not to be on the web except for promotion of the company and its products.
  • I have not seen many CEOs or Chairmen blogging. The few old guys who blog have lived their life and use the blog for sermonizing.
  • Blogging would hurt if you showcase your talent and ideas on the blog and the bosses don't like that. It has the potential to damage one's career and reputation if accidentally something unwanted gets posted.
So, why indulge in something that gives no earth-shaking dividends and is a recipe for accidental disaster?

Well, if you applied the same amount of skepticism to many other things you do, including networking, hunting for the next job, socializing in after-office hours, making presentations and speeches, etc, you'e find them even more risky. Since you are likely to get direct results due to such activities, the risks are worth taking, isn't it?

Let me show you that blogging is even more paying, some of it indirectly. Let me show how it acts as a multiplier of other actions that you take for career promotion, building a personal brand, creating a fan following, improving employee relationships and so on - what can be assets for senior managers, CEOs and thought leaders in general.

In the linked article, Peter Aceto, ex-CEO of Tangerine Bank, has made this beautiful observation about blogging by CEOs:
But perhaps we're asking the wrong thing—whether CEOs should "blog."
Instead, how about this question: As leaders, are we reluctant to see the value in transparency and embrace it?
If you're thinking this is about social media, you’re wrong: This is about finding a better way to lead, to govern, and to do business. It's about transparency.
I tossed this question around and got another remarkable argument about blogging by senior managers:
Blog if your competition is not blogging. That will keep you ahead as a leader with content. Blog if your competition is already blogging. And do that right now.
Bill Gates blog: global leadership, social good

As a senior functionary or thought leader who is not blogging yet, I would request you to please take a walk with me, slowly, step by step.

What type of a blog you are talking about?

I am talking about a professional blog, which can be part of the company portal or a stand-alone one (better). It can have a personal section or (if you already have a big following, e.g. you are Chairman/ CEO of Facebook, Apple, Infosys or L&T) you can sometimes share your personal experiences for others' benefit.

I am also talking about a personal blog not directly related to your company. It can be an extension of your thinking side, sharing side, human side.

How big should the blog be?

It can be a free blog on Blogger or Wordpress (Amitabh Bachan, 76, runs a blog on Tumblr, a platform reported to be more popular among juveniles, and posts daily). Better is to have a standalone blog. Maintaining a Blogger blog and mapping it to an independent URL costs just $10 a year; maintaining a Wordpress blog in the same way costs $25 a year or so. A self-hosted blog costs $30 a year onward. Active politicians who have a big blog (personal website) with many sections have to go for self-hosted option but others can manage with simple blogs.

The blog can indeed be very simple in structure and much of its secondary data can be automated, so that it does not need much maintenance.

Any type of blog can easily be integrated with social networking accounts such as Twitter.

How frequently should I write articles?

Not too frequently. Once in a week might be good enough. Even lesser.

What type of articles should I write on the blog?

If you are the top guy, you should write articles with meat, articles that people would refer, articles that give insight into the industry or a social/ socio-economic development; posts that give the direction to future.

Your articles (called 'posts' in blogging parlance) should usually be on professional matters. Once in a while you can think of sharing an experience.

You could sometimes be announcing some new thinking or development within your company.

Your association with company's social activities could also be shared once in six months or so.

If you are in the middle rung of the ladder, a personal blog would suit you quite well. Participate in the company's internal blogging if available. Write progressive articles and avoid sharing any information or thoughts that your bosses will not like.

If you already are a thought leader, sky is the limit for your blogging. But do not make the blog a loud-speaker or a place to sermonize. Rather, share ideas.

What about internal blogging?

That is an option, and is much better than the routine, customary messages from the top brass. You could be writing a blog on the company intranet and encourage other top officers also  to blog. That is a good way to communicate on managerial and professional matters and/ or connect with employees.

Effectively done, internal blogging can help develop a trustful and participative corporate culture. It can help reduce tensions, factionalism and mistrust if already there.

Well, you can have an internal blog for communication with employees in a more informal way, and another for yourself. Remember that internal blogs have limitation in terms of what you write and who all read it.

My company website does have a Chairman's section, and I have a social media team. I ask them to write in this and other social places on my behalf. They show the draft to me so it has my stamp. Is that not enough?

That depends. Most CEOs seem to be satisfied with it. If your online personality is to remain limited to that, at least be informal and write the stuff yourself (or re-write the draft submitted to you) so that it shows your own thoughts and perspective.

Is a LinkedIn account not good enough?

LinkedIn is supposed to be the social network of choice for professionals, and LinkedIn itself now allows you to post articles. However, since a stand-alone blog is a much more valuable property, I propose that you write posts on your blog and post their extract on LinkedIn, and then link the two.

Do CEOs really blog?


Most top executives have some sort of online presence including those of Fortune 500 companies. However, very few of them maintain a blog and their blogs tend to be uni-directional and dull. Uni-directional in that the guy talks so that others listen and follow, and there is no conversation. Dull in that the talks do not inspire, they do not come from a thought leader... in most cases the boss's talk is as if he/ she is reading the annual report or a press release.

Yet, a good number of senior functionaries blog, and their blogs inspire. Among those who regularly blog, I give here a small list of blogs of top company executives and sundry thought leaders:
  • Bill Gates, the founder of Microsoft, maintains a very resourceful blog, gatesnotes.
  • Matt Mullenweg, the founder and CEO of Automattic, the company that runs Wordpress, maintains a personal blog.
  • Kevin Roberts is the founder of Red Rose Consulting. His blog KR Connect is a free blog on Blogger!
  • Tom Glocer is ex-CEO, Thomson Reuters and started blogging when he still was CEO of the world's largest news agency. His blog: Tom Glocer's Blog
  • George Colony's blog: an example of a CEO writing regular posts on the blog section of his company Forrester's portal.
  • Reid Hoffman, the co-founder of LinkedIn and now a Partner in Greylock, maintains a blog.
  • Richard Branson, the head of Virgin group of companies, also writes a blog regularly on his company's portal.
  • Bill Mariott, Chairman of Mariott International, maintains a blog, Mariott on the Move.
  • Larry Gaynor is President and CEO of TNG Worldwide. His blog: The CEO's Blog
  • Matt Cutts, the head of Google's US Digital Service explains technical matters and developments relating to his company and else, in his blog, Matt Cutts: Gadgets, Google, and SEO. The entire SEO community looks forward to his next post.
  • Erna Solberg, Prime Minister of Norway, very regularly posts on her personal blog.
  • Amitabh Bachan - voted as the actor of the century, he finds time to publish a post every day on his blog, Bachan Bol.
  • Arun Jaitley, India's finance minister, writes regularly on financial and policy matters.
  • Dharmesh Shah, co-founder and CTO of HubSpot has a blog on startups and related matters, OnStartups.com.
Dharmesh Shah blog: serious industry talk

Can you tell me what advantages I will have and after how much blogging?

There can be different scenarios and one size does not fit all. The type of online presence you should have depends on your personal and company's goals from such a presence. As the list above shows, even very busy CEOs can blog if they decide to, and their blogs are indeed quite insightful.

Again, your goal would decide whether you should write about personal thoughts and experiences or on company and industry matters. You might have sensed that there are advantages of both, in different ways. So, it is your call to choose one of them, or - if you have so much to share and can get time to compose posts - you can choose both!

The above discussion would give you a fair idea that blogging is useful in more ways than one, for the officer/ manager/ CEO as well as the organization he/ she is a part of. Let me sum up the gains that the top brass and his/ her organisation makes by blogging:

  • If you are the top functionary, it gives your organization a face. You, the head, talking with the people your company wants to address makes a direct contact and high impact. Your explaining a difficult situation or preparing staff/ clients for a new development is much more genuine and carries much more weight than a press release, even a conference.
  • Your blog becomes a great communication channel for you and your organization. And for you, it can remain so beyond your narrow official position.
  • Blog, inherently being a refreshing web entity, gets good search engine optimization (SEO), thus helping in web-discovery of your company.
  • Nothing beats a blog - not a Facebook, LinkedIn or Twitter account, nor an occasional speech on the company website - in establishing you as a leader, an expert, a brand. Over a long period, the blog can multiply your potential as a thought leader in your field or in general. You can make your blog the fulcrum of your brand-building and integrate Twitter etc with it; that way, you leverage the best qualities of different media. 
  • The blog acts as a repository of wisdom, as against information. If you can think beyond the topline and bottomline in the balance sheet, you would know the importance of such an invaluable resource.
  • Contrary to the general impression among professionals and senior officers about blogging, it has been found empirically that blogging can boost one's business and career in many ways. The space here is not enough to show the surveys and studies, or go into the arguments. I have given a full chapter on business blogging in The Manual of Blogging (Forgive me if it looks like self-promotion, but the chapter is really relevant for those undecided about the importance of blogging for businesses.)
  • Blogging, let me repeat, need not be a burden on your time and energy. It should be a natural extension of yourself. You can blog once in a while or everyday depending upon your busyness and your creative urge. If it is part of the company's blog, be regular. Never forget to acknowledge good suggestions and feedback; never take offence to criticism; yet, never allow people to take you for granted.

When you - the CEO or a senior officer - should NOT blog


Blogging is likely to be counter-productive:

  • If you think of the blog merely/ primarily as an instrument for PR or career progression.
  • If you would use the blog for one-way communication, i.e. use it as an additional channel to make speeches or send routine messages to employees. 
  • If do not have a commitment towards your company; you are not prepared to be authentic.
  • If you would depend upon others to write posts on your behalf.

Blogging best practices


Blogging needs patience. It needs self-discipline. It also needs, especially when it is CEO's or an officer's blog, restraint in sharing information and making commitments. It also needs that you shed a bit of your ego and sometimes share your defeats, pains, achievements and special moments of happiness - especially on personal blog. Well, it also needs a bit of time and resources for sprucing it up. The last part is the least important. For the blog on company portal, your company can sure help you in that. For personal blog, you can invest a few dollars a year on it, can't you?

Richard Branson blog: as bubbly as it can get, yet thoughtful
This article on Forbes has some good ideas on how to make posts that make an impact, so instead of copy pasting them, let me give a link to the original article: The 17 Rules of CEO Blogging
This is another article, on OrbitMedia, telling how to blog as CEO.

Happy blogging!

No comments:

Post a Comment

I would love to hear from you. However, if you post SPAM, that won't show up.
Thanks and regards
Manoj Pandey