Weekly#2: Should CEOs blog?

Yesterday I bumped into – and twitted – the article “Report: most CEOs are mum online”, from PRWeek, and it was the perfect peg for me to make up for a blog post assigned three weeks ago. According to the article, the report Socializing Your CEO: From (Un) Social to Social found out that “64% of CEOs are refraining from engaging stakeholders through online mediums like Twitter, Facebook or LinkedIn, as well as even the company’s commercial website or sponsored blogs.” Also, the report says there are three reasons for this: 1) “the return on investment isn’t proved yet”; 2) “legal counsel advises against it”; 3) “in general the reputation of CEOs with the public is very low right now.”

I would say to my CEO…

Yes, go ahead, if:

1)   He’s a good storyteller

2)   He has time to dedicate to his blog

3)   He agrees to share “the stage” with other thoughtful, successful businessmen who would add to his blog

4)   He’s willing to share unique insights and advice on career, or the current market and its future

5)   He’s able to share relevant, and maybe funny, episodes of his daily life with a “human” voice

6)   He intends to be sincere – according to Scott Rosenberg, author of “Say Everything”, “sincerity in moderation creates trust” (p.258). He doesn’t need, though, to be authentic and “unfraid to reveal the chaos inside” – this would be too much

Noooo, keep quiet, if:

1)   He’s not a charismatic person

2)   He wants to post and analyze complex charts about which nobody cares

3)   He doesn’t want to join conversations and share what’s in the readers’ best interest


About dcexperience

Brazilian Public Relations and Corporate Communications specialist who loves writing, traveling, being among friends, and waisting time with my family. This blog was created in 2010, for a Social Media course from Georgetown University's MPS in PR and CC. I've lived two years and a half in Washington, DC, but since January 2012, I've been back in Rio de Janeiro, working in Communications.
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