Today I found an interesting piece about why blogging isn’t an integral part of senior executives, published by Brazilian magazine Época Negócios.
The article is based on research carried out by
, marketing and communications director at IBM Brazil. He wrote a blog post about it too, and I translated his 10 reasons why senior professionals are so reluctant about using social media tools below:
1. Lack of time
According to the research, involvement with social networking, and blogging in particular, requires an ever-increasing time commitment managers cannot make.
2. Fear of entering into polemic discussions
Many bosses think staff will use blogs to complain about their work set-up, whether it has to do with pay or resources. According to the author, eveidence shows that the majority of blogs and social media channels are actually used as a means to positively and constructively collaborate.
3. Perception that blogs aren’t relevant
The research adds that there is a general feeling amongst management that blogging isn’t relevant, which only exacerbates the point about lack of time. Segura says that in reality, one of the major benefits of social media is to highlight the subjects that are of interest to the community.
4. Fear of never-ending conversations
Some executives fear that the banter taking place in the blogosphere will lead to very specific and personal debates. Insecurity around when to end the conversation seems to be an issue, according to the author.
5. Lack of confidence in writing
A handful of senior professionals told the author they lack the confidence in writing, adding they would appreciate extra help in fleshing out copy for their blogs, as long as the content is supervised.
6. Image risk
Another barrier to progress in terms of blogging is a concern about image risk. Some of those surveyed mentioned that staff blogging could potentially put any negative aspects of the organisation under the spotlight.
7. Information security
This was also cited as another reason why many executives will not write blogs, however the author pointed out that in companies hwre there is a culture of data protection, this was less of a concern.
8. Fear of admitting it didn’t work
A double-edged sword: if the blog works out, it is likely to demand more time and attention from the executive, which is one of the concerns described earlier. If it doesn’t, the executive in question will need to admit he/she made a mistake somewhere. According to Segura, that’s is a challenging task: imagine having to admit defeat in terms of maintaining dialog and engaging with your audience?
9. Perception by other executives
Segura admitted of his suprise with this piece of feedback: executives usually see colleagues who are active bloggers as folk with time to spare. The author added that senior managers are keen to portray themselves as extremely busy, anxious and rushing all the time.
10. The community isn’t prepared
According to the report, executives claim that their target audiences isn’t prepared to use social media tools appropriately. In this blame game, such managers seem to forget they are often not ready for these tools themselves.
According to Segura, while senior professionals are very aware of the fact that is no longer possible to avoid or neglect social media, their current reluctance to become more active in that space boils down to two reasons: fear they will waste time and fear of the dialog. What do you think?
The full magazine article can be seen
and Segura’s full blog post can be found
(both in Portuguese).