Notes

Five Executive Blog Mistakes to Avoid
Picture this particular: After attending a market conference, one of your company's older executives returns to tell you of which she wants to start her own blog. Yet , whenever you ask your ex, "Why? " your woman doesn't always have a great answer, apart from that her peers at rival companies have their individual blogs, and she desires one too.

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

But just before venturing down this specific path, it's crucial to think through your communications strategy. There are just as many potential problems as there are really opportunities for achievement. Here are several common mistakes communicators make when managing an executive blog site and what an individual can do to stop them.

1. Not necessarily Setting Realistic - or Measurable - Goals
Identifying a definite purpose, as properly as realistic and measurable goals, will be just as crucial when it comes to a blog site since it is for any other communications energy. Think about just what you're trying to achieve. Would it be in order to increase awareness, transformation attitude or inspire action?

2. Not really Keeping the Tone of voice Genuine
Despite typically the embarrassment brought on by the fall out involving highly publicized "fake blogs, " many businesses still fail in order to appreciate the importance regarding keeping an business blog authentic. In addition to once the punishment of developing fresh content on some sort of regular basis becomes clear, it's simple to see precisely how an executive might pass the responsibility of writing their or her blog site off to someone within the communications division. Yet , this basically simply another creating task. The actual mother nature of blogs suggests that the person to whom the blog page is attributed is definitely actually the man or woman writing the blog site. With employee trust at an all time low, it's not worth risking further damage. If your own executive is not really prepared to commit to writing the blog site him/herself, it's far better not to have one at just about all.

3. Not Acquiring Content
The everyday nature of weblogs can make that easy to overlook the need to properly source information. Yet providing sourcing information is particularly crucial when siting figures, research, anecdotes and even the like, as it allows readers to dive deeper in to the topic if they will wish. And get more info utilize.

4. Not Posting On a regular basis
The attract of publishing a blog can put on off quickly intended for the busy exec. So before starting a blog, get your executive to commit to building on a normal, frequent basis. Typically the expectations for preserving a blog advanced are much a lot more stringent than with regard to printed publications. Some sort of blog's content need to reflect what's going on now--not a matter that was selected weeks beforehand.

5. Not really Thinking from typically the Audience's Viewpoint
Several internal blogs are usually started through the point of view of what an executive desires to communicate, as opposed to be able to what the readers are generally interested in. Whether it is an internal blog that pushes company gobbledygook, or an external blog of which makes a "hard sell, " it's not hard to turn off the reader. Blogs are for sharing understanding on an trend, providing thoughts on the subject of current news or perhaps openly discussing challenges and potential solutions--not for pushing a corporate agenda.

Suggestion: Looking for a great example regarding an executive blog done right? Check out Bill Marriott's blog. At 74-years-young, he's chairman in addition to CEO of Marriott International. And although he admits to be able to as being a "Neanderthal when it comes in order to technology, " your dog is achieved it a level to get comfy writing his possess blog.

"Launching the blog has tested to be extremely successful for myself. I am able to talk using our guests and even our associates regarding whatever I would like, plus people can talk back to us. I do believe blogging provides people together... It's a conversation--an exchange of ideas, inch says Marriott.

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

(c) Bon Mot Communications 2008

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