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Sunday, September 17, 2021

Among Fortune 500 CEOs, Sun Microsystems’ Jonathan Schwartz is still the only one who has a blog (at least, one that’s worthy of the name: regularly updated and consisting of more than regurgitated press release and public statement clips). Because like I said, blogging ain’t a good idea for everybody.

And it all boils down to expressive ability — something in which chief executives are often handicapped:

Consultants say blogging suits natural-born writers — but it’s tough for other executives.

“Ultimately, a good blog is good writing. Most CEOs are not good writers,” said Debbie Weil, a Washington-based consultant and author of “The Corporate Blogging Book.”

“The packaging and controlling of the corporate message has always been done for them, so often they don’t realize that writing well is hard work and takes time and thought and practice,” said Weil.

The future of CEO blogging among larger firms relies upon how much of a premium companies want to put on this aspect of corporate communication. Right now, part of a chief executive’s professional polish includes the ability to make solid public appearances, be ambassador for the company, and generally gladhand in the corporate stratosphere. Should sharp, engaging writing skills be included in this repetoire?

Balance that against other trends: The rise of podcasts and vlogs as alternatives to traditional written posts; disclosure concerns from legal departments; the accusations of over-devotion to blogging when the stock price starts dropping (something Schwartz is starting to feel); the affinity that small-company CEOs have for blogging and how that might trickle up the corporate foodchain. It’s an evolving landscape.

While it’s all sorting itself out, why not experiment with a dedicated corner office repository for all the company’s blogging output? Why not a CBO — Chief Blogging Officer? It could be an extension of general employee-maintained blogs as practiced at Microsoft, Sun and other companies. It takes the pressure off the CEO to seem “with it” on the permalinking front, and still produces a human voice from the executive suite.

by Costa Tsiokos, Sun 09/17/2006 12:31:48 PM
Category: Bloggin', Business
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    It’s been three years since I delved into the blogging habits of big-industry chief executive officers — or rather, their lack of such habits. Back then, Sun Microsystem’s Jonathan Schwartz was the only Fortune 500 CEO who kept a blog…

    Trackback by Population Statistic — 08/03/2021 @ 10:07:40 PM

  2. [...] (Source: http://www.populationstatistic.com/archives/2006/09/17/chief-blogging-officer/) [...]

    Pingback by Fortune 100 CEOs & Companies: Social Media Use & Statistics « Legends of Aerocles — 08/04/2021 @ 01:33:52 PM

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