- Authentically share insight and information.
- Encourage and support feedback.
- Take responsibility for developing readership.
- Invest the time in thoughtfully reflecting on blog topics.
- Post at least once a week.
- Outsource the writing task. Your own voice is critical.
- Be self-serving. Avoid corporate-speak.
- Be too formal.
- Abuse the trust of customers, employees or readers.
- Be boring.
The risks of CEO blogging are low but ever-present. Here are some of the potential downsides:
- Compliance. There is always the risk of saying something inadvertent that will create problems.
- Competition. It’s easy to predict who will be the most loyal readers of a CEO’s blog: the competition. They will pick the blog apart for clues on new products, company direction, etc.
- Posts taken out of context. The postings on a CEO blog may be used by anyone, reposted in inappropriate forums and otherwise taken out of context to distort the CEO’s position.
- Controversy. If a CEO expresses any point of view at all, it’s almost inevitable that he or she will offend someone from time to time.
- Critical comments. The most useful part of a CEO blog is the opportunity to have conversations with readers and requires comments. Many of these comments and conversations offer real value, but some will be critical.
- Succession planning. If a CEO has a personal blog, it must be considered in succession planning. What happens to the blog when the CEO retires or is fired?
A small but growing number of CEOs have decided it's a good investment of time to share their thoughts about the trends and issues they face, questions that bewilder them, and sometimes even their personal lives. Here is a list of the top 10 CEO blogs you might want to follow.
Alan Mulally had many stories from his time at Ford. In this anecdote, he discusses how he diagnosed Ford's problems and started to work to turn the company around.
According to a new survey by Spencer Stuart, the tenure of your Chief Marketing Officer is going to be brief -- the average CEO will go through two CMOs during their tenure. So, it's important to know how to make the time you have with each CMO as effective as possible.
What’s the career path for the typical CMO? If you think being a wizard at brand management, developing memorable ad campaigns or making a splash with social media is the predictable path, think again. According to a study conducted by executive search consultant and career expert Kathryn Ullrich, only 34 percent of CMOs and VPs of marketing arrive at the top post because of their experiences in marketing.Ullrich analyzed hundreds of resumes in her search database to categorize the backgrounds of executives reaching chief marketing officer or VP of marketing titles. Her database skews toward high technology companies and contains both marketing executives from major corporations as well as start-ups. About a quarter of CMOs/VPs of marketing have deep domain expertise in areas such as health care, high tech, consumer packaged goods, financial services and mobile applications. “A marketing executive with deep domain expertise understands the target customer extremely well, including how best to market the company's solutions to that target market,” she says.
Most CEOs have a bias toward action, says Daniel Patrick Forrester, author of Consider: Harnessing the Power of Reflective Thinking in Your Organization. "This instinct may not always serve their organizations well. Many leaders say they want results, yet what they're actually saying is that they want speed. But without time for reflection, they just get to a faulty destination that much faster.