Saturday, August 05, 2006

CEO blogging style

How can a CEO behave in blog? Or a podcast? Or a video post (vlog)?

What overall technique works best?

What type of charisma and persuasive chemistry is recommended?

What strategy produces the fastest and best and most enduring results?

Well, really, it depends on the CEO's personality, industry, and purpose for blogging. You cannot blog just because it's been recommended, nor should you endeavor to provide amusement for a sensation-seeking public.

A current experiment is to take what the masses are already interested in, incorporate it in your blog, and use it to pull them into deeper, more serious subjects. This nearly never works, it's called pandering. The public is fickle, mercurial.

You must ignore what is popular, and just be yourself, in a manner that conforms to your ultimate goal for the blog.

While some favor the Entertainment Tonight online celebrity magazine approach, this is a dubious route. The increased traffic is coming from frivolous web surfers who, like butterflies, flit from one juicy bit of gossip to the next.

Some go the book chapter way: each lengthy post reads like an installment in a serial text production. Many times this is done in a daily journal style, or a dry technical manner.

Others take a questioning approach, posting dreamily what they are pondering from time to time. Topics can meander all over the place. A human factor is operating successfully in this type of CEO blog, but the information/inspiration value may leave much to be desired.

My favorite CEO blogging methodology is creatively blending:

* personal observation
* industry expertise
* business savvy
* philosophical insights
* private details
* futuristic predictions
* community connectivity
* passionate authenticity
* discrete strategic transparency
* aggressive eccentricity
* graceful memorability
* reader-oriented simplicity
* self-confident proficiency
* altruistic sensitivity

This mixture yields a persona who is a regular guy, a skilled professional, and a trustworthy information source. A bit of humor now and then won't hurt anything. Keep in mind the golden rule of relevant brevity, and use a tone that projects soft authority and tranquil intensity.

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