The CEOs role in Blogging
27th April 2006 by Natasha Nicholson
One question that I hear lately is “What role should my CEO play in blogging?” In the Branding Commons, Anders Gronstedt’s post brings up an interesting example from Sun Microsystems’ new leader, Jonathan Schwartz, who is apparently the first Fortune 500 C.E.O. blogger. He includes this quote from Schwartz that appeared in the Harvard Business Review (Nov. 05), :
“For executives, having a blog is not going to be a matter of choice, any more than e-mail is today. If you’re not part of the conversation, others will speak on your behalf.”
What role does your CEO play in blogging? Do you have plans for her/him to get involved? I’d be interested in hearing some thoughts around this. I suspect that are some landmines out there waiting to blow up for the CEO blogger. Am I right?
June 6th, 2006 at 10:59 am
A provocative question, the CEO-blogger, given top executives’ historically slow adapatation to new technologies — though I strongly suspect that up-and-coming CEOs today are far less intimidated by, and reluctant to engage, new communications technologies (particularly given the changing “instantaneous” marketplace environment).
Anders Gronstedt’s comment in HBR shows an enlightened top dog, to be sure. But he’s, of course, right: CEOs remain on the sideline of ongoing cyber-discourse at their own, and their organization’s, risk. Probably best to view the blog as a new and emerging opportunity to communicate — directly, and unfiltered — with key constituencies (especially some, like critics, who aren’t apt to want to listen via traditional media). However, the CEO’s voice is unlike any other, carries the enormous weight of policy and ultimate decisiveness (not to mention “insider” status), and thus, a top executive must take care with not only what he/she says, but also how, how much and when. To who is irrelevant, since it’s a public forum and available to any and all. And I would expect that a CEO’s comments will attract strong reactions from many quarters, both supportive, opposing and otherwise. In other words, when “the” top individual talks in such a conversational manner as happens on a blog, Pandora’s box is likely to open — definitely good, possibly not, but certainly a “bigger deal” for the CEO and the organization compared to almost any other voice.
Should the CEO consult, and involve, his/her top communication professional BEFORE posting a blog comment? Hmmmmm, an intriguing question, don’t you think? Nothing in this world of communication is as simple as it seems . . . JDP