Companies: To blog or not to blog, that is the question.
I just finished reading a blog about company blogs. That is, what companies can and should do regarding blogging. All of the advise was spot on. Corporate blogging is an easy and inexpensive way to communicate to and with all the stakeholders, the media, and customers. It’s a terrific tool that far too many companies fail to use.
The blog, though, left me with a couple of questions: how do you get senior management to sign onto the idea of a blog and, second, how do you get them to contribute on a regular basis? While the under-50 CEOs and senior executives are pretty tech-savvy and conceivably would easily accept the case for blogging, what about older, less tech-savvy executives? Would they accept blogging? What case needs to be presented to them to cause them to see the benefits of this new social medium?
For older senior executives who have little to no experience with social media, perhaps the best case to make is financial. By presenting company information regarding sales, profits, new product introductions, company changes and future plans directly from the CEO, stakeholders and customers would feel more directly connected to the company. Moreover, a blog enables two way communications. In other words, stakeholders have the opportunity to ask questions that escape regular communications channels. They would develop a closer bond to the company and its success would become more personal as a result of the connection with senior management. Certainly, the financial case for blogging needs to be presented in much more detail than I’ve related, but it could be done.
The final question is will older senior management see the value of blogging and actually use it?