CEOs seem to have it harder with social media’s rise in
popularity. People want to hear what organizational leaders have to say, and
now they are actually able to. Twitter and Facebook are just two mediums people
can connect with CEOs around the world.
Corporate blogs have been recent examples of CEOs asserting
their attitudes and company news to various publics. These company leaders have
embraced the benefits of effectively communicating and are not scared to do so.
For whatever reason, many company leaders shy away from
opening the door to two-way communication. Many may see two-way communication
as an opportunity for shareholders or disgruntled customers to take revenge and
fight back using their words.
A quick look at BIC Pens being attacked after releasing pens
targeted to women is a great example. The company was mocked and embarrassed
when consumers became upset at the description of the pens. The pens were
marketed as being more sleek and had colorful ink options for women to write
with. Al in all, sarcastic comments on Amazon gained popularity, poking fun at
the stereotypical nature of the product. Now an entire Tumblr page has been set
up just for these comments to be displayed. The page can be viewed here.
The point is: people are talking about your company either
way. The benefits of a CEO operating a company blog far outweigh not having
one. Blogs enable CEOs and other organizational leaders to directly get a point
across to multiple priority publics. Blogs even humanize a company. Consumers
can connect with a company better when they actually know a little bit about
the man or woman behind it all.
Bill Marriott, CEO of Marriott International, operates a
fantastic blog. The blog connects readers with the heritage and family values
Marriott Hotels was built upon. Blog entries from Bill Marriott uncovering his
father’s diary entries from the 1920s to Marriott International’s breaking news
gives readers a great look into Marriott’s brand.
Blogs give company leaders like Bill Marriott the freedom to
post whatever they want. Mr. Marriott chooses to focus on family values and
corporate social responsibility, like investing in sustainable products and
behaviors.
Mark Cuban, owner of the Dallas Mavericks, is the epitome of
a CEO not shying away from attention. His blog breaks many of the unspoken
rules other business leaders live by: not speaking about politics. His blog is
filled with business tips and opinions on political policy and political
parties. For better or for worse, Mark Cuban has made a name for himself, and
blogging has certainly supported this.
Visit this list
to see more examples of CEOs operating blogs.
Whether it is addressing a crisis, announcing news or just
reinforcing a company’s brand, blogging is worth the effort for CEOs and
business leaders. People have easier access to a greater range of media and are
connected now more than ever. There is no better time for business leaders to
step up and give a company a voice.
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