It's no news that the way we gather information has changed dramatically. With the rise of high-speed Internet, free and easy-to-use online publishing tools, and technology that can "push" information to the masses, everyday citizens are gaining a voice and becoming amateur journalists. In fact, Technorati currently tracks 79.2 million blogs, a number that increases by 175,000 new blogs every day.
Despite this dramatic trend, a debate continues to rage over about how important and influential digital communication vehicles such as blogs, podcasts and social networking sites really are. At the heart of this debate is the question: Is the blogosphere really an appropriate place for executives and others in positions of power, who have everything to lose? On the surface, the answer is NO, which is why fewer than 10 CEOs of major corporations currently author their own blogs.
Blogging, by its very nature, flies in the face of the conservative nature of corporate culture. In a sense you lose the ability to control your message as soon as you step foot into the blogosphere.
Furthermore, all effective blogs have at least one thing in common: They are free of self-promotion, a common theme in corporate marketing. In a recent survey of 200 marketing executives conducted by Peppercom, more than 70 percent of professionals found fake, hyper-promotional corporate blogs to be the biggest blunder companies committed while attempting to blog. More than half also criticized corporations for using "obvious ghostwriting" on a blog or starting one without determining its purpose.
With all these potentially negative outcomes, why should a CEO blog? And, most important, do the benefits outweigh the possible fallout should something (and there are many things that could) go wrong?
Outlined below are the top reasons why CEOs should embrace these new forms of communication now or risk being left behind.
Enhancing communication
By implementing these new digital platforms, corporations have the opportunity to bypass traditional media barriers and communicate directly with consumers and key constituents. Therefore, these new technologies can quickly help businesses gain trust, build credibility and break through the clutter by becoming a thought leader in their respective industries.
Trend-setting
According to a recent survey of 150 corporate executives conducted by Harris Interactive on behalf of Makovsky + Co., just 5 percent of executives said they were convinced "to a great extent" that corporate blogging is growing in credibility as a communication medium. When they were asked about blogs as a sales or lead-generation tool, the percentage dropped to less than one.
What these statistics boil down to is the chance for corporations to run circles around their competitors by entering the digital space first and diverting the consumer's attention to their brand. In an era of widespread distrust of big business, there's no better time to take advantage of the corporate digital disconnect and make strides to connect with your audience online.
Relevant audiences
There is a misconception that digital marketing can only be leveraged by consumer brands, and there is no place for the business-to-business segment in the digital world. In reality, the online community is vast, but it is also very targeted. More often than not, business-to-business consumers are making large purchasing decisions and will use online tools to gather information. There's no reason a CEO of a business-to-business widget maker can't leverage digital media in the same way as a retailer who sells directly to consumers does.
Internal benefits
Writing a blog can actually serve as a tool to enhance internal communication. How often is it that employees can have a conversation with their CEO? A blog allows the CEO to communicate with (and receive comments from) all employees, which leads to boosted morale and a sense of community within the organization.
Walk the walk
When it comes to innovation, big business leaders and CEOs should be leading the pack. Creative letterhead and fancy cocktail receptions just won't cut it anymore. The relationship-building and communication made possible through digital initiatives can truly differentiate a brand in today's marketplace.
All of this sounds good, but here's the dilemma: The qualities of an effective blog—unfiltered, highly responsive and commercial-free—pose inherent risks to companies in today's unforgiving, litigious, Sarbanes-obsessed world. One mistake in the blogosphere can wreak havoc on a company, its stakeholders and its reputation.
What questions should a corporate communicator ask to determine if a digital communication program is appropriate and beneficial for their organization?
- Does it work?
Evaluate the potential effectiveness of a blog or any other digital tool by determining your overall communication objectives. Will this medium help you achieve them? The answer will enable you to gauge whether a blog, podcast or other form of digital marketing makes sense as part of your overall communication strategy.
- What's the risk?
Do the research and evaluate the risks associated with digital communications, then determine if your organization is cut out to handle the unpredictable online environment. Take this a step further by doing a simulation (i.e., were a negative situation to occur in the online space, how would your organization handle it).
- Best practices.
Take a look at what other companies are doing right in terms of digital marketing. Two of the better corporate blogs are: Dallas Mavericks' owner Mark Cuban's and General Motors' Vice Chairman Bob Lutz's. Both feature open dialogues that solicit the opinions and feedback of key constituents. You may not always agree with what they're blogging about, but Cuban and Lutz "get" the format and understand how to create and sustain a dynamic and active discussion. Once you know what others are doing, determine what look, feel and touch best reflects your brand.
- Take it for a test drive.
Test the digital communication strategy and take the time to understand the landscape in a safe, protected environment. Experiment by first launching a corporate blog internally to see what works best before opening it up to the masses. And always, always involve the in-house legal team in beta tests.
- Face reality.
Most important, take a look at the information gathered and be honest with yourself and your organization. Will your company be able to play by the unwritten rules set forth by the blogosphere and online communities? Will you be able to consistently commit to generating fresh and objective content, and respond to less than favorable posts? If not, your digital tactics will fail and, potentially, do damage to the company's image and reputation.
Before taking the leap into the blogosphere, companies must break free from their own conventional—and conservative—wisdom and embrace the free-flowing nature of blogging. They must do away with the traditional "marketing speak" and come to realize the power and influence of an open dialogue with their most important constituents. Doing so will create content that has meaning, direction and influence.
Steve Cody is managing partner and founder of Peppercom, a strategic communications firm located in New York City, San Francisco, Chicago and London. Steve can be reached at+1.212.931.6114 or scody@peppercom.com.
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