Notes

Five Executive Blog Faults to Avoid
Picture this particular: 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 , if you ask the woman, "Why? " the lady doesn't always have a good answer, apart from that the girl peers at competition companies have their own blogs, and she wants one too.

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

But ahead of venturing down this particular path, it's important to think via your communications approach. There are just as many potential issues as there are generally opportunities for good results. Here are 5 common mistakes communicators make when managing an executive blog page and what a person can do to stop 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 crucial with regards to a weblog since it is for any kind of other communications work. Think about what read more trying to achieve. Is it in order to increase awareness, transformation attitude or inspire action?

2. Certainly not Keeping the Words Real
Despite the particular embarrassment caused by the particular fall out associated with highly publicized "fake blogs, " many companies still fail to appreciate the importance involving keeping an business blog authentic. And even once the afflication of developing fresh content on the regular basis gets clear, it's quick to see how an executive would certainly pass the duty of writing his or her blog page off to an individual in the communications section. Nevertheless , this basically simply another composing task. The very nature of blogs suggests that the particular person who the blog site is attributed is actually the person writing the blog. With employee confidence at an all time low, it's certainly not worth risking more damage. If your own executive is not really prepared to commit in order to writing the weblog him/herself, it's far better not to have one at just about all.

3. Not Sourcing Content
The informal nature of weblogs can make it an easy task to overlook typically the need to appropriately source information. But providing sourcing information is particularly crucial when siting data, research, anecdotes in addition to the like, as it allows readers to dive deeper in the topic if these people wish. And rettighed issues still use.

4. Not Building On a regular basis
The draw of publishing a new blog can put on off quickly intended for the busy exec. So before beginning a blog, get an executive to invest in creation on a standard, frequent basis. The expectations for maintaining a blog up dated are much a lot more stringent than intended for printed publications. The blog's content should reflect what's taking place now--not a matter that was selected months before hand.

5. Certainly not Thinking from the particular Audience's Perspective
Many internal blogs are generally started from the point of view of what a great executive really wants to communicate, as opposed to what the readers are generally interested in. Bocawebsites that pushes business gobbledygook, or an external blog that makes a "hard sell, " it's not hard to turn off the reader. Blogs will be for sharing perception on an emerging trend, providing thoughts on the subject of current news or even openly discussing issues and potential solutions--not for pushing some sort of corporate agenda.

Idea: Looking for a great example regarding an executive website done right? Check out Bill Marriott's blog. At 74-years-young, he's chairman and CEO of Marriott International. And although he admits in order to becoming a "Neanderthal any time it comes to technology, " your dog is achieved it a stage to get cozy writing his have blog.

"Launching some sort of blog has verified to be really successful for me. I am able to talk along with our guests plus our associates regarding whatever I need, and people can speak back to us. I do believe blogging gives people together... Really a conversation--an trade of ideas, " says Marriott.

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

(c) Bon Expression Communications 2008

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