A client recently told me that after one of his top executives attended an industry conference, he again said he wanted to start a blog. However, when he asked, "Why?" it has no good answer, except that his friends at rival companies have their own blog, and he wanted one too.
Of course this is not ego-communication due to the results of the first ever made. And with more than 100 million blogs that exist today, it's easy to see how an executive can take the "me too" attitude.
But before venturing into the street, it is important to think about your communications strategy. There is a lot of hidden traps for the opportunity to succeed. These are the five common mistakes made when managing a communications executive blog and what you can do to avoid them.
Identifying a clear purpose and realistic and measurable goals, just as important when it comes to blog for a variety of other communications efforts. Think about what you are trying to accomplish. Is to raise awareness, change attitudes or to encourage action?
Despite the embarrassment caused by the fall of the published "fake blog," many companies still fail to appreciate the importance of maintaining an executive blog authentic. And so hard to develop fresh content on a regular basis becomes clear, easy to see how an executive will pass responsibility to someone to write his blog in the communications department. However, this is not just another writing job. The nature of the blog implies that the person to whom the blog is actually given to those who write blogs. With the confidence of workers at low (topic I will discuss in the next issue), it was not worth the risk of further damage. If the executive is not willing to commit to writing his own blog, it's better not having one at all.
Casual nature of blogs can make it easier to ignore the need for accurate information source. But this source of information is very important when collecting statistics, studies, anecdotes and the like, because it allows the reader to delve deeper into the topic if they wish. The copyright issue is still valid.
The attractiveness of the publication of a blog can wear off quickly for the busy executive. So before you start a blog, get your executives to be committed to issue, in order frequently. Hope to keep the blog up-to-date is far more stringent than for print publications. A blog should reflect the content of what is happening now-not a topic chosen months in advance.
Many internal blog from the perspective of what an executive wants to communicate, which is contrary to what readers are interested I do not know that an internal blog that encourages hard to understand the company, or an external blog that makes "hard sell," it is easy to turn off readers. Blog to share insights on the trends, give thoughts on the latest news or openly discuss the challenges and potential solutions-not to push a company agenda.
Tip: Find a good example of the executive blog done right? Check out Bill Marriott's blog. At 74-years-young, he was chairman and CEO of Marriott International. And while he claimed to be a "Neanderthal when it comes to technology," he makes a point to feel comfortable writing your own blog.
"The launch blog has proven very successful for me I can talk with our guests and our friends about anything I want. And those who can talk back to me. I think blogging brings people together. .. This is a conversation, exchange of ideas, "says Marriott.
You can read the blog here.
Mot Communications LLC Copyright © 2008 Bond
Reprinted from The Communicator of the Company, free e-zine dedicated to helping communications professionals and business owners to communicate more effectively with employees, customers and the media. For access to the best communication tools, study tips, and best practices, subscribe now at www.thecorporatecommunicator.net.
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