Comments on: What makes a successful corporate blog?

By: Bo Jacobson

Bo Jacobson — Thu, 19 Jun 2008 22:02:51 +0000

@ Linas

I really don’t think passion is at the heart of the matter when it comes to good/bad CEO blogs. What many CEO blogs lack is interesting content. Good bloggers find good content and share it. True, we have grown accustomed to the irreverent tone of great blogs, as the blogger’s position of authority on a given matter lets us overlook certain stylistic eccentricities or the putting on of characters. But it is the content we come back for, not the stand-up comedy. (well, sit-down comedy but you take my meaning) Often the responsibility of the CEO position precludes the willing and exuberant disclosure that makes a blog great. Sure, you can gain momentary attention with sarcasm or clever/topical writing, but that’s a stylistic decision that won’t yield a loyal readership and interest if it isn’t accompanied by dynamic and potentially valuable content.

If a CEO blog sounds dusty and stale, it is often as a result of their inability/unwillingness to share that interesting and valuable content.

By: Linas Simonis, PositioningStrategy

Linas Simonis, PositioningStrategy — Thu, 22 May 2008 12:07:25 +0000

Mark, it’s an interesting issue – whether a CEO should have a business blog or not.

If you look from the CEO perspective, you will find out that most CEOs’ don’t have the characteristics necessary for the successful blogger.

But if you look from the customer perspective you will find out that all (OK, almost all) CEOs’ must have a business blog.

I completely agree with you that a blogger needs to show enthusiasm, energy and commitment. More – I can add that passion is necessary. And most of the CEOs are not very good at doing it. Yes, you are right.

But is a CEO without passion a good CEO? Maybe the problem is that the CEO did not change enough with our society? Maybe it is time to make some changes – for the CEO or the company?

In fact, this is a complicated issue. I even wrote an entire e-book on this topic – “The New Rules of Business Blogs”. You are welcome to check it out in my blog at http://www.positioningstrategy.com. Please feel free to use it, post it on your blog or pass the e-book to whomever you believe might benefit from reading it.

By: Mark White, Blog Consultant

Mark White, Blog Consultant — Thu, 22 May 2008 10:05:29 +0000

Linas – thanks for your comment but I’m afraid that I can’t agree. A CEO blog is a very specific sort of business blog and is probably one of the hardest to achieve success with. Obviously there are some good ones out there – Schwartz and Edelmann come to mind – but time constraints and topic choice make it a difficult task for many companies and their bosses.

As for more authenticity, again I beg to differ. When I see the enthusiasm, energy and commitment that product managers and developers have for what they are doing, that is the type of passion and knowledge that I’d like to see in a blog which will push a company forward. The true CEO blog I see more as an aid to branding more than anything else.

By: Linas Simonis, PositioningStrategy

Linas Simonis, PositioningStrategy — Tue, 20 May 2008 09:59:55 +0000

I am suggesting to corporations to start not a corporate blog, but a business blog from the CEO of the company.

There is much more authenticity in a blog from the CEO than from any other person, so it helps to be more successful.

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