Chief Blogging Officer?
Interesting article in Advertising Age recently about the mainstreaming of corporate blogging [60 of the Fortune 500 have corporate blog(s)] and the rise of the chief blogging officer title. Apparently corporate blogging is so prevalent, its practitioners even have their own association http://www.blogcouncil.org/.
While it’s admirable that companies are starting conversations with their customers, I’m not so sure about having one CBO whose responsibility is the corporate blog. It almost seems too much focus on the tool (blog) itself and too much risk to take on aligning the company’s voice with one person. This might work for certain companies such as GM and Mark Cuban of the Mavericks but it is by no means suitable for every brand.
Instead, perhaps companies should focus on how its overall social media strategy fits in with its brand strategy and how various social media touchpoints can enhance customer engagement with the brand.
One Response to “Chief Blogging Officer?”
While I don’t believe the concept of a ‘chief blogger’ is right for all brands, blogging can offer some real benefits.
I’ve been an active blogger since 2006, at a time when just a handful of Australian business leaders had blogs of any kinds.
My blog is my personal views on a range of topics related to talent - the attraction, retention and management and other issues which impact on how people make decisions around jobs, employers and lifestyle.
I think the most important thing about a corporate blog is that it’s a tool to generate discussion. As a business leader, it’s a great way to find out what your stakeholders think about an issue.
Comment made on June 12th, 2008 at 12:31 amLeave a Comment