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CEOs shouldn’t blog

Overzealous blogger types get all uppity on the topic of corporate blogs.  They insist that a company hasn’t passed some unstated credibility test if their CEO isn’t blogging.

I don’t think CEOs should blog.

I would rather have the CEO of Dell working on faster computers and better service.  I want the CEO of American Airlines to focus on getting me places on time with better service. 

I do not want them thinking about something clever to write on their blog.

Companies absolutely should blog.  But the CEO is almost always the wrong person to do it.  The correct people to blog at a big company are people who love to do it and who are good at it.

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Comments

  1. Jeremy Epstein October 11, 2007 at 8:46 pm #

    That may be true now, but as the NetGen matures, you’re going to have a lot more CEO’s who can blog well. Besides, it’ll drive the open conversations throughout a company as more orgs see the culture emanating from the exec suite.

  2. Sean Cheyney October 12, 2007 at 7:04 am #

    I agree with Jeremy’s comments. We are going to see more blogging coming from the executive suite over the next few years.
    When is it most appropriate for a CEO to blog? I guess that this depends on the topic of the blog and whether or not the CEO brings expertise and an enhancement to the conversation. When the CEO is viewed as an industry expert on a blog topic, then the CEO is absolutely the right person to be participating in the conversation.

  3. jon burg October 12, 2007 at 11:31 am #

    CEO’s should do their jobs, period. This includes being responsible, ethical business practitioners that care about their customers and constituents. Outreach Blogging is a great way to communicate, but this is an added layer of topping on the cake.
    The issue here isn’t so much that they are blogging, but that they don’t have a cake to put the topping on.

  4. Cammie Morrow October 12, 2007 at 1:59 pm #

    While I think that may be the case for really large companies I think that isn’t the case for all-we’re a small credit union.
    Our President and CEO started a blog about a month and a half ago-he keeps up with it-enjoys doing it, and it really has allowed us another avenue to get in touch with our members. He likes being accesible to them-but then again, he’s not Steve Jobs or something of that nature so I think there’s exceptions to every rule.
    Love your site and you gave a wonderful presentation in Ohio!

  5. Andy Sernovitz October 14, 2007 at 10:42 am #

    Cammie — Thanks for your thoughts (and kind words about my speech!). I think I was trying to say that “CEO’s shouldn’t feel pressure to blog.” When it’s the right choice for a company, it’s a great thing to do.
    Blogging is all about openness and genuineness, so I bristle every time I hear a blogger telling us “this is how it must be done.” The blogospher is all of ours, do use for our own appropriate personal/business expression.

  6. Matt Blumberg October 14, 2007 at 2:12 pm #

    I was just going to say “what about CEOs who love to do it and who are good at it?” — but your recent comment answered that. I think there’s a big difference between small company CEO blogger and big company CEO blogger. For a small company, CEO blogging can be an essential part of culture building and marketing. And those things are very valid parts of an entrepreneur’s job!

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