One company getting it right is Google, whose official blog was was named one of Time Magazine's Top 25 Blogs "Top 25 Blogs." Another example: Whole Foods whose whole story blog shares recipes, and tries to educate readers about food in an engaging way. So what should you look for in a good executive blog? Short, clear, compelling, posts. These groups tend to sanitize, restrict, and script every word that comes out of executive mouths. Making matters worse, most company communications today are over-controlled by legal and public relations committees. These things are often long-winded and self-indulgent. Can't wait to read the next one.' I know. When was the last time you read a company newsletter and thought, `That was great. So most companies treat blogging at best, like an electronic newsletter. Never mind, how to author compelling blog entries.
Unlike Obama, most spend little time thinking about how to use the Internet to create a competitive advantage. Other than that, they are awesome.Ĭlearly most Fortune 500 CEOs and their marketing chiefs do not understand the new social Web world. These communications are full of confusing indirect language, business jargon, and legalese. Most make you wonder how stupid CEOs are if they think anyone with a brain would actually want to read their babble. What makes me think that? Just read the average company Web site or press release. The question is will this be compelling content or just a load of corporate PR crap? Unfortunately, chances are it will turn out to be the latter. Obama's Web success will surely cause a jump in executive and company blogging. ABC TV talk show host George Stephanopoulos just conducted a "twitterview" with Senator John McCain while Governor Sarah Palin is now a regular tweeter And the legendary Jack Welch (former General Electric CEO) recently penned an article on the virtue of using Twitter.
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