Choose the Right Person for your Co. Blog
July 13, 2009 by Becky Scott
Filed under Marketing
Who writes your company blog? I hope you found someone interesting who’s able to engage your readers. That person should be able to tell something about your company and products or services. Something that the average person might want to know. And hopefully it’s entertaining enough to keep people coming back.
That person is probably not your CEO (Lisa Barone thinks so).
I used to read a regional computing magazine that had some great articles. It was via that magazine that I discovered blogging (about 7 years ago). The opening column, which is usually something written by a magazine’s editor was in this case written by the publisher. And it was awful. He rambled. Half the time he didn’t talk about technology, but about his family vacations. Or when he did talk about technology he came off as an old technophobe. Not what you want to see in a computing magazine, right? It was so out of touch that I had to skip that part of the mag.
And it’s possible people are doing the same thing to your company blog. If your CEO is truly engaged in the day-to-day operations of your company and can provide an interesting perspective, that’s great! But so many CEOs are just out of touch with their organizations. They don’t know what work is like for the regular worker bees. They’ve forgotten what it is to worry about making ends meet in a rough economy. And they don’t understand how to connect to customers.
Barone recommends that you find the person with the most passion and excitement for the company. That’s right, find the worker who cares about the day-to-day and is truly excited to share his or her experiences. So many companies are afraid of risk, afraid that someone will say the wrong thing. What customers really want to see is a real person at the company. Someone they can relate to.
If you’re that person, great! If not, then you need to find someone who can help you. Someone who can connect with your customers. Hand the blog keys over to that person and watch what happens.
image: morgueFile
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Check out what others are saying about this post...[...] Find a writer. Choose your writer carefully. She (or he, of course) should be passionate about your topic. Interesting. Able to write in an engaging manner. Technically savvy enough to learn to use whatever content management system (CMS) you have chosen. Make sure it’s the right person. [...]
[...] Find a writer. Choose your writer carefully. She (or he, of course) should be passionate about your topic. Interesting. Able to write in an engaging manner. Technically savvy enough to learn to use whatever content management system (CMS) you have chosen. Make sure it’s the right person. [...]