How Top Management Uses Blogs To Increase Business
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How Top Management Uses Blogs to Boost Business
Overview
Top executives from major companies like Sun Microsystems, Boeing, General Motors, and Hewlett-Packard are diving into the world of blogging. Why are these busy leaders making time for the blogosphere? The answer is simple: they aim to foster a culture of openness with employees, shareholders, customers, prospects, and the public?"ultimately enhancing business with a more human touch.
Why Executives Blog
For companies like General Motors, blogging has evolved from an experiment into a vital communication tool. Vice Chairman Bob Lutz described it as a way to connect more closely with the public. His blog attracts over 5,000 visits and 13,000 page views daily, showing significant engagement from readers.
A blog acts as a public journal, enabling management to communicate directly with their market segment, associates, stockholders, and staff. It allows executives to set agendas, guide discussions, and shape perceptions. CEOs and top executives are especially suited to represent the company’s voice because they provide insights and commentaries on important issues.
Blogging offers a rapid, cost-effective means of two-way communication. Management can interact with audiences through comments or related blogs, gaining insights into public perception to enhance products and services. Engaging with the blogging community can effectively reveal the company's standing, turning feedback into opportunities for improvement.
Transparency is crucial. Unfavorable comments aren't filtered out; instead, they are evaluated and addressed. Lutz emphasizes the importance of including negative feedback to maintain credibility, as authenticity is key in the blogosphere. Filtering detracts from meaningful conversation and rectifying misperceptions.
Business Benefits
By blogging, top executives aim to increase sales and business growth. These platforms help cultivate a human voice that resonates with customers, prospects, shareholders, peers, employees, and the public. Building relationships is as essential as pricing and benefits, facilitating two-way dialogue that fosters business and community ties.
Crafting Effective Executive Blogs
Creating a compelling executive blog requires passion, expertise, wit, wisdom, and writing skill. It must go beyond company press releases to engage readers personally yet professionally. Executives should provide insights on business concerns and industry issues, maintaining their authentic voice without PR or legal filters.
Blog entries should be concise and regular, avoiding lengthy or dull narratives. Short entries with links to related content can be highly effective, focusing on key points to maintain reader interest. Planning content and using relevant keywords can improve search rankings and blog coherence.
Regular updating is essential; blogs should have new posts at least two to three times weekly to keep readers engaged. Some executives collaborate with PR firms or in-house teams for technical support, but many write their own posts for authenticity.
Handling feedback gracefully, owning up to mistakes, and maintaining transparency is vital for credibility. As marketing expert Seth Godin highlights, effective executive blogs are candid, timely, and useful.
Conclusion
With the growing audience engaging with blogs, expect more top executives to leverage this platform for business growth.
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