Notes

5 Executive Blog Faults to Avoid
Picture this particular: After attending an industry conference, one involving your company's elderly executives returns in order to tell you that will she wants in order to start her individual blog. Yet , when you ask the girl, "Why? " the girl doesn't have a great answer, other than that the woman peers at rival companies get their very own blogs, and she would like one too.

Undoubtedly this isn't the very first ego-induced communications choice that's ever been made. And using more than hundred million blogs at the moment in existence, really easy to see how an executive can take a "me too" attitude.

But before venturing down this kind of path, it's essential to think through your communications method. You can find just as many potential problems as there are opportunities for success. Here are several common mistakes communicators make when handling an executive weblog and what an individual can do to prevent them.

1. Not really Setting Realistic : or Measurable -- Goals
Identifying a clear purpose, as nicely as realistic in addition to measurable goals, is usually just as essential in terms of a weblog since it is for just about any other communications energy. Think about what you're trying to achieve. Could more info be to be able to increase awareness, transformation attitude or inspire action?

2. Not really Keeping the Words Real
Despite typically the embarrassment brought on by the particular fall out involving highly publicized "fake blogs, " many companies still fail in order to appreciate the importance involving keeping an executive blog authentic. Plus once the afflication of developing refreshing content on a regular basis will become clear, it's simple to see precisely how an executive would likely pass the duty of writing his / her or her blog page off to somebody in the communications division. Yet , this isn't very simply another creating task. The characteristics of blogs suggests that the particular person who the blog site is attributed is definitely actually the person writing the blog. With employee confidence at an all time low, it's not really worth risking more damage. If your own executive is just not prepared to commit in order to writing the weblog him/herself, it's far better not to possess one at all.

3. Not Sourcing Content
The everyday nature of websites can make it an easy task to overlook typically the need to appropriately source information. Nevertheless providing sourcing data is particularly crucial when siting data, research, anecdotes in addition to the like, as it allows readers to dive deeper into the topic if they will wish. And copyright laws issues still apply.

4. Not Creation Regularly
The appeal of publishing the blog can wear off quickly with regard to the busy executive. So before starting up a blog, get an executive to commit to building on a regular, frequent basis. Typically the expectations for preserving a blog up to date are much even more stringent than with regard to printed publications. A blog's content have to reflect what's occurring now--not a subject which was selected several weeks ahead of time.

5. Certainly not Thinking from the particular Audience's Perspective
Many internal blogs are usually started from your perspective of what an executive wants to talk, as opposed to be able to what the readers are interested in. Whether it's an internal weblog that pushes company gobbledygook, or an external blog that will makes a "hard sell, " it's simple to turn off typically the reader. Blogs will be for sharing information on an emerging trend, providing thoughts about current news or openly discussing issues and potential solutions--not for pushing the corporate agenda.

Suggestion: Looking for a new great example associated with an executive blog site done right? Check out out Bill Marriott's blog. At 74-years-young, he's chairman and CEO of Marriott International. And although he admits in order to like a "Neanderthal any time it comes in order to technology, " he is made it a level to get comfortable writing his possess blog.

"Launching a blog has tested to be extremely successful for myself. I'm able to talk together with our guests in addition to our associates concerning whatever I would like, plus people can talk back to me personally. I believe blogging gives people together... It's a conversation--an change of ideas, inches says Marriott.

An individual can read his / her blog at http://www.blogs.marriott.com/

(c) Bon Vocable Communications 2008

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