Notes

Five Executive Blog Errors to Avoid
Picture this kind of: After attending an industry conference, one involving your company's elderly executives returns to be able to tell you of which she wants to start her personal blog. Yet , whenever you ask her, "Why? " the girl does not have a good answer, besides that the girl peers at opponent companies get their own blogs, and she wishes one too.

Undoubtedly this isn't the initial ego-induced communications decision that's ever already been made. And along with check here than one hundred million blogs at the moment in existence, is actually easy to observe how an executive could take a "me too" attitude.

But prior to venturing down this kind of path, it's crucial to think by means of your communications strategy. You will find just as many potential issues as t here are generally opportunities for accomplishment. Here are several common mistakes communicators make when controlling an executive blog and what you can do to stop them.

1. Not really Setting Realistic instructions or Measurable -- Goals
Identifying a purpose, as nicely as realistic in addition to measurable goals, is just as crucial when it comes to a blog as it is for just about any other communications hard work. Think about exactly what you're trying to be able to achieve. Is it in order to increase awareness, change attitude or motivate action?

2. Not really Keeping the Words Actual
Despite typically the embarrassment due to the fall out regarding highly publicized "fake blogs, " many businesses still fail to be able to appreciate the importance associated with keeping an business blog authentic. And even once the afflication of developing refreshing content on the regular basis turns into clear, it's simple to see just how an executive would certainly pass the accountability of writing their or her blog page off to someone inside the communications office. Nevertheless , this basically simply another composing task. The very mother nature of blogs indicates that the person who the blog site is attributed is usually actually the individual writing the blog page. With employee confidence at an all time low, it's not worth risking more damage. If your executive is just not inclined to commit to be able to writing the blog him/herself, it's much better not to include one at just about all.

3. Not Finding Content
The everyday nature of websites can make this simple to overlook the particular need to properly source information. Yet providing sourcing info is particularly crucial when siting statistics, research, anecdotes and even the like, since it allows readers to be able to dive deeper into the topic if they will wish. And rettighed issues still implement.

4. Not Posting Regularly
The attract of publishing the blog can have on off quickly for the busy exec. So before beginning a blog, get the executive to commit to creation on a normal, frequent basis. Typically the expectations for keeping a blog up dated are much a lot more stringent than with regard to printed publications. Some sort of blog's content ought to reflect what's happening now--not a topic that has been selected several weeks before hand.

5. Not really Thinking from the particular Audience's Viewpoint
Many internal blogs are generally started through the perspective of what an executive desires to talk, as opposed in order to what the readers are usually interested in. Be it an internal blog page that pushes corporate and business gobbledygook, or an external blog of which makes a "hard sell, " it's easy to turn off the particular reader. Blogs usually are for sharing perception on an emerging trend, providing thoughts on the subject of current news or openly discussing difficulties and potential solutions--not for pushing some sort of corporate agenda.

Suggestion: Looking for some sort of great example of an executive website done right? Verify out Bill Marriott's blog. At 74-years-young, he's chairman plus CEO of Marriott International. And although he admits to like a "Neanderthal any time it comes to be able to technology, " she has managed to get a point to get secure writing his own personal blog.

"Launching the blog has tested to be quite successful for us. I am able to talk with our guests plus our associates about whatever I need, and people can speak back to us. I do think blogging brings people together... It's a conversation--an exchange of ideas, inches says Marriott.

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

(c) Bon Vocable Communications 2008

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