Should CEOs Blog?
Earlier on this month, my good friend, Euan Semple wrote a short blog post on the topic of how tough it is to put together that initial first blog entry, if you are new to blogging, and even more so if you are an executive. It’s just like the whole world is watching you for that first article and you just want to do things right. You certainly don’t want to look like a fool, never mind that feeling of being ridiculed by your peers if things don’t work out. You just can’t afford to go through that and that’s where most of your reluctance to blogging comes from nowadays. You know how it goes, the longer you leave it, the stronger the pressure on you and when you, finally, decide to get things started with your own blogging you realise it’s not going to be as easy as you thought it would have been, but will it be worth it? Well, for the sake of bravery, authenticity, honesty and openness, yes, it surely will. Even for you as a CEO.
Blogging is coming back, in case you may not have noticed. Even for senior executives it’s becoming one of the most empowering opportunities to engage in an open, direct dialogue with your audience(s) about whatever the subject matter you may decide to write about. The thing is nowadays most executives feel like blogging is something that their communications & PR teams should be doing for them. After all, it’s just another publishing platform, right? Well, that may well not be the case, perhaps. Euan defined it as a “slippery slope” and I couldn’t have agreed more with him. To quote: “First they help you, then they start to write the posts for you, then you get busy or bored, and the next thing you know it is not your blog but someone else’s“.
That’s probably one of the best descriptions of why I have never believed in ghost writing myself either over the course of the last 10 years that I have been blogging already. It just doesn’t work. And that’s probably one of the main reasons as to why blogging is so tough. It requires lots of energy, hard work and good effort to make it happen and for that you may need more time than just posting a tweet, or a short message on LinkedIn, Google Plus or whatever the other social networking tool. And we all know how tough it is nowadays to make time for your social interactions, even for blogging, in between your ever increasing workloads, right? Where is the balance then?
The balance is on trying to figure out whether you really need a blog or not for yourself. Remember, blogging still is the most powerful key element on the Social Web out there to help you build, sustain, nurture and develop your own personal (digital) brand. So should you, as a CEO, or a senior executive, for that matter, start blogging? Most probably.
The good thing is that those folks who may decide to jump into the blogging bandwagon do have it relatively easy in terms of the huge amount of resources, helpful how-to articles, pragmatic blog posts, lessons learned, hints and tips, productivity hacks, numerous user guides on blogging that surely help address the potential technological barriers, even for guest blogging. Even more so The Next Web has put together a stunning article where they have detailed “The 15 Best Blogging and Publishing Platforms on the Internet Today. […]“.
So there are plenty of choices and helpful support / resources out there, no doubt. Why is it so tough to get things going with your own blog then? Well, I think Euan pretty much nails it with this particular quote which pretty much summarises some really good and practical advice:
“Be brave, say what you really think, say it in your own words. And I mean your own words – the way you would talk to a friend. Not falsely informal nor nervously official. Your real voice, the real you. Surprisingly this is what makes it so damn hard. We are often not usually our real selves at work. Often we have forgotten how to speak normally! It feels raw, you feel vulnerable, it an’t natural. But it is. It is the most natural and effective way to truly communicate with someone. To make a real connection. If you can remember how to do it, and write like you mean it, then things can only get easier and real magic starts to happen.” [Emphasis mine]
Indeed, at the end of the day, it’s all about a couple of things, really. It’s about whether you, as the blogger, may be able to find both your own blogging voice and your own blogging style, no matter how high you may well be in the organisation. And stick around with both of them. Being afraid or fearful about what others, including your peers!, may say about your own blogging style / voice is not going to help much. In fact, it will manage to keep you in your cave for a good while, so that you, too, can conform with their own inability to leap forward and get their own blogging going. That’s where Euan’s commentary on bravery is so accurate. We just need to be braver out there and share more of what we know and what we are good at and what we would be able to keep writing on and on and on for years as if it were still the first blog post.
Yes, absolutely!, blogging, eventually, is all about sharing your passion about that subject matter. About making it contagious for others. About being open, transparent, trustworthy enough to comfortably share your thoughts out there in the open, understanding that they may be incomplete, imperfect, awkward, at times, perhaps, but they are still your thoughts, your passion, your blogging voice and style coming together. Now, I am pretty sure we don’t have an issue with finding our passion, do we? I think we all know pretty well what it is that drives us not just at work, but also in our personal lives.
I think we all know how we can, once again, become more authentic, transparent, honest, open, engaged, more our selves, really, on the Social Web out there while we interact with others. We just need to bring it back and don’t take ourselves too seriously. Let’s not forget the play factor, please. Will your peers continue to make fun of you and ridicule you? Most probably, since that’s how they would want to keep hiding themselves and fight their own uncomfortable circumstances by deviating the attention elsewhere. Should you care about it? Definitely not. Remember, after all, you have got a passion hidden inside wanting to burst out and be shared with the rest of the world. Yes, that’s the moment you know you are now ready to start your own blog.
Yes, we know, we have been waiting for you all along. Don’t worry, the waters are lovely.
Welcome to the Internet Blogosphere!