An interesting quote from USA Today: “The blogosphere is today’s Wild West” - It againsts harmony, on a mission to air “dirty laundry”, where people respond and react with incivility, impatient with uninteresting or inauthentic posts. This “messy” blogosphere is probably why there are no Fortune 1000 chairman and/or CEO who blogs, as reported by UT. However, they are becoming aware the power and opportunity lies in the blogosphere. There’s an untapped opportunity for an early CEO adopter with the right touch according Corporate blogging consultant Debbie Weil. To Mark Cuban, owner of Dallas Maverick, honesty is key. Executives who blog - and doing it right - could enjoy large readership, ability to get “fine-grain” reports about who their readers are, and IMO, ability to speak directly to their readers with authority (i.e. no more misquote by press).
Moving a bit more in-depth, I noted interesting reasons from several high-rank executives who blog. Randy Baseler, vice president of marketing for Boeing Commercial Airplanes, wrote “I hope it [blog] will help solve one of my biggest frustrations - not being able to talk with everyone as often as I like about what’s going on in our industry and our company. Either I’m in a different time zone, or in a meeting or at another commitment, so this web space can be a place where you can go to find out my thoughts and opinions”. Rich Marcello, Senior Vice President & General Manager of HP Business Critical Servers wrote, “I hope you find this blog helpful and informative and occasionally, at the expense of our competitors, fun to read”. Nora Denzel, another HP Senior VP for Adaptive Enterprise wrote ” I just wanted a fun, informal, low maintenance way to communicate. Because if it isn’t fun, I’m not going to do it.” She takes it communication literally - by podcasting (recorded audio). Mark Cuban (you should know who he is by now) recently posted “One of the beautiful things about blogging is that I can present ideas, concepts, situations or hypotheticals about anything and then open it up to comments. Often I have found the comments offered by readers to provide more value and insight than what I originally wrote. Sometimes they prove me right, sometimes they prove me wrong. Either is a value add to the original blog post.” Bob Lutz, GM Vice Chairman, briefly described “After years of reading and reacting to the automotive press, I finally get to put the shoe on the other foot. In the age of the Internet, anybody can be a “journalist.” This is the first of many commentaries I will make on this forum, and I’d like to begin with, surprise, some product talk” in GM Fastlane blog, which is a “source for the latest, greatest musings of GM leaders on topics relevant to the company, the industry and the global economy…”. Finally, Jonathan Schwartz from Sun, posted (as early as June 2004), “I can offer perspectives, opinions, and insights, and I can link to others and their views, etc. Others can link to me and send me feedback, creating a massively connected community and open dialog… to change the format and fidelity with which what I say is transcribed, and to get unfiltered feedback from the community”.
It’s really about communication…