Monday, June 27, 2005
Coax CEOs to Blog?
Want to coax CEOs to blog?
I don't. I feel it's somewhat demeaning to plead with business people, or anybody, to "get into blogging".
If you believe in a company, and want to help them establish better or more personal relations with consumers, fine.
But to attempt to push businesses into blogs: heaven help us. I don't really care if most businesses have a blog or not. There's something strange about the big promotional push to convince corporations to start blogs. Weird.
I don't get it.
Unless you want to sell that company the services of your brilliant "blog consulting" genius. LOL.
Or you have a Business Blog Book you need to sell to as many business people as possbile. Double LOL.
I can tell an individual person: "It's fun to blog. You ought to start one and try it. You could blog about your hobby, your struggles, your goals, your religion, your philosophy, your expertise, your social concerns, your political opinions, whatever you're passionate about."
For a CEO or business person to ask, "How could my company use a blog?" seems a bit "out of it". Blogs are not that mysterious anymore.
Business Week, Forbes, Wall Street Journal, The Guardian, USA Today, MSNBC, C-Span, CBS, ABC, New York Times, plenty of MSM and other media have discussed blogs. There are several good books on blogs, with many more coming, including mine.
So why is there such hype and even exaggeration, such inflated notions, about Business and Blogs, like they're a match made in heaven? They're not. No way.
Blogs are ideal for honest, authentic, enthusiastic people ONLY. Not boring, dry, dull people. Unless they're so dull, the dullness becomes fascinating.
(See The World's Dullest Blog in my blogroll).
At Robert Scoble and Shel Israel's blog The Red Couch/Naked Conversations, a blog devoted to writing a book about business blogs, there is a new post relevant to this topic:
"Ch 9 - Thorns in Roses"
posted by Shel Israel.
This post is very intelligent, exhaustive, and grandiose. Almost a One Post Pitch to businesses to blog. Admirable. Except...I don't fancy seeing every business having a blog.
Such phrases as these may be found in this well-written post:
"just take the plunge"
"people simply respond better to conversations than to shouted or contrived messages"
"blogs are faster and cheaper than any alternative for spreading word-of-mouth and they are more credible"
I agree with most of Shel's post. He is very smart and articulate. He kindly answers every email I plague him with. Very responsive and friendly fellow.
But I wonder about "more credible" and "faster".
I know some conversations I bow out of quickly. Some conversations bore me to tears. Conversations per se are not the final and ultimate answer to marketing. This seems a bit extreme to me. I also do not enjoy telephone conversations, I prefer email.
A blog has many attractive aspects and advantages...
...only IF it is a high traffic blog, has a reader audience that is your company's target consumer audience, and is very well-written.
You also have to enable comments, and respond to reader comments within the comment thread, and not just in a summarizing post.
I'll bet you know what's coming next.
My comment that I just posted to this post of Shel Israel.
[QUOTE: my comment posted at
The Red Couch/Naked Conversations]
This is nice, but don't you tire of coaxing businesses to blog?
I mean, lots of CEOs are just plain stupid. Greedy. Unresponsive. Arrogant. I don't want them to blog. I don't want them to do anything but study ethics and dig a ditch to get in touch with the real world.
This whole plea and analysis reminds me of trying to convince people 100 years ago to get a telephone.
To go into lengthy detailed explanations of What You Could Do With a Blog and Who Should NOT Blog and Why Business and Blogs are A Match Made in Heaven...
...nice, but rather tiresome.
It's like trying to sell them on Yellow Page ads or billboards.
Another point is your perspective seems to be always Business Blog.
Some CEOs could blog about other things, their hobbies, their favorite jokes, their gardens. Why do we always assume a blog has to be business-like, focused on customers, addressing the industry? This is old fashioned pragmatic bottomline blogging.
Why can't a CEO just be natural and post about personal interests, to appear more approachable, a regular guy, one of us?
I wonder about all this emphasis on the blog as a business tool.
Again, it reminds me of coaxing businesses to use postal mail to conduct sales presentations.
Result? Junk Mail.
Posted by: Steven Streight aka Vaspers the Grate | June 26, 2005 11:09 PM
your feedback makes the blogosphere go round
Posted by steven edward streight at 6/27/2005 01:15:00 AM