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Should your CEO Blog?
May 03.2013
Archived under: Strategy 

Should your CEO Blog?

Bill Gates, Steve Jobs, Richard Branson – all are CEOs that have become synonymous with their brand.

The evolution of bringing the head of an organization to the forefront of the public eye has undergone a facelift over the past 10-15 years. Social media has given investors, shareholders and consumers direct access to an organization’s CEO in ways like never before. Arianna Huffington took the blog to a new level with the Huffington Post, a venue which for the first time gave CEOs a viable, credible channel through which to communicate publicly via blogs.

So should your CEO Blog?

In short, yes.

Blogging gives your CEO a voice, helping to get the face of an organization out there digitally. It’s a great way to weigh in on current events, share news from within the organization or announce exciting events. But even more so, it’s a crucial way to help build you brand for one simple reason: The CEO is the brand.

Or at least they should be. By championing and pioneering the ideals at the heart of the company, the CEO has by default slipped on the hat of Chief Brand Ambassador, and should be willing to communicate the company’s principles and offerings to anyone who will listen – or read.

Take Virgin as a prime example.

Virgin is synonymous with founder and current CEO Richard Branson. And Richard Branson is synonymous with innovation, exploration and of course, fun.

As an extension of his already larger-than-life persona, Branson frequently updates a blog to communicate with readers, attracting 500,000 readers per month. Changes or updates to the brand, such as the redesign of the Virgin Atlantic cabin crew uniforms by Vivienne Westwood for example, are delivered in a personable way.

Meanwhile, IBM’s 2012 Global CEO Study revealed that just 16% of current CEOs are active on social media. Or put otherwise, 84% of current CEOs are missing an opportunity to directly converse with their audience. By not blogging, CEOs are missing out on an opportunity to receive reader feedback and comments, which can also help drive a brand in the right direction or fix a problem.

Blogging helps communicate your brand in ways that transcend traditional media. It helps create recognition and reflects the personality of both the CEO penning it and the brand behind it. At the most basic level, it gives you yet another platform on which to use your custom type font, logo, slogan, images and more to really develop and showcase your brand.