Notes

5 Executive Blog Faults to Avoid
Picture this specific: After attending a market conference, one associated with your company's older executives returns to be able to tell you that will she wants to be able to start her personal blog. However , whenever you ask her, "Why? " the lady doesn't always have a fine answer, other than that the woman peers at competitor companies get their own blogs, and he or she wishes one too.

Surely this isn't the initial ego-induced communications decision that's ever recently been made. And along with more than a hundred million blogs presently in existence, it's easy to see how an executive could take a "me too" attitude.

But just before venturing down this path, it's essential to think by way of your communications strategy. There are just as more info as there are really opportunities for good results. Here are 5 common mistakes communicators make when managing an executive blog page and what an individual can do in order to avoid them.

1. Certainly not Setting Realistic -- or Measurable instructions Goals
Identifying an obvious purpose, as effectively as realistic and even measurable goals, is usually just as essential when it comes to a weblog since it is for just about any other communications energy. Think about precisely what you're trying to achieve. Would it be in order to increase awareness, modification attitude or motivate action?

2. Not necessarily Keeping the Voice Real
Despite the particular embarrassment caused by typically the fall out involving highly publicized "fake blogs, " many businesses still fail to be able to prefer the importance regarding keeping an exec blog authentic. Plus once the rigors of developing refreshing content on some sort of regular basis turns into clear, it's easy to see exactly how an executive might pass the accountability of writing the or her blog page off to an individual in the communications department. However , this isn't very simply another publishing task. The particular nature of blogs indicates that the man or woman to whom the weblog is attributed is actually the person writing the blog page. With employee confidence at an in history low, it's not really worth risking even more damage. If the executive is simply not ready to commit to be able to writing the blog him/herself, it's better not to include one at all.

3. Not Sourcing Content
The casual nature of website s can make this an easy task to overlook typically the need to appropriately source information. Nevertheless providing sourcing info is particularly crucial when siting stats, research, anecdotes in addition to the like, because it allows readers in order to dive deeper in to the topic if they wish. And copyright laws issues still utilize.

4. Not Building Regularly
The attract of publishing a new blog can use off quickly regarding the busy executive. So before starting up a blog, make your executive to agree to building on a regular, frequent basis. The expectations for trying to keep a blog up to date are much a lot more stringent than for printed publications. The blog's content ought to reflect what's occurring now--not a subject that has been selected weeks in advance.

5. Not Thinking from the particular Audience's Perspective
Several internal blogs are started in the perspective of what the executive wants to speak, as opposed to be able to what the readers are generally interested in. Many people an internal blog site that pushes business gobbledygook, or the external blog of which makes a "hard sell, " it's simple to turn off the particular reader. Blogs are for sharing information on an emerging trend, providing thoughts on current news or openly discussing problems and potential solutions--not for pushing a corporate agenda.

Tip: Looking for a great example involving an executive blog site done right? Verify out Bill Marriott's blog. At check here -years-young, he's chairman and CEO of Marriott International. And when he admits to be able to like a "Neanderthal if it comes to technology, " she has managed to get a level to get comfortable writing his possess blog.

"Launching the blog has confirmed to be really successful for myself. I am able to talk with our guests and our associates about whatever I would like, in addition to people can talk back to us. I believe blogging provides people together... Really a conversation--an trade of ideas, very well says Marriott.

A person can read his blog at http://www.blogs.marriott.com/

(c) Bon Expression Communications 2008

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