Executives on blogs

So, if you are explaining the pros and cons of blogging to your boss, what are the kinds of things you might suggest?
  1. Creates a dialogue; you can have two-way conversations via the blog.
  2. Your voice, your platform; it’s like having your own column in a paper.
  3. Reach a wide audience, internal and external; it’s important to remember that you can use this tool to broadcast to people inside your company as well as outside.
  4. Create a large library of thoughts and content; useful for the SEO boffins, because you are building a large library of content that will be indexed by the search engines.
  5. Develop yourself into a known thought leader; more important these days than the modest may think, people get hired because of profile.
But what are the downsides? What are the doubts…? Here’s the kind of push back you might hear.
  1. I’m not sure what to say
  2. I’m not sure if I have time to update this
  3. I’m not sure how to create debate on a blog
  4. I’m not sure if Corp Comms will allow me to say what I like
  5. I’m not sure how to write in an engaging way
Having editorial support can ensure the leader writes blogs that are engaging, and helps with the time issue, but every leader is different. Each has a different primary objective to be blogging. It’s important to weigh up these pros and cons when considering how to approach the project, but don’t allow statements such as ‘I don’t have time’ to push the entire programme off the agenda.
The most important thing is that the boss needs to be willing to share. To share ideas, thoughts, activities, and even to compliment others. Doing all that in public, rather than on private emails can be a significant mind shift for many.

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