Australian CEOs are ignoring the potential of blogging and, as a result, are failing to capitalise on a valuable PR tool, according to the head of Sun Microsystems, Jonathan Schwartz.
While many major international companies, such as General Motors, Boeing, Ducati and Marriott Hotels, are currently publishing CEO blogs, "you'll look high and low for a web log penned by an Australian captain of industry", according to The Australian.
Schwartz's own corporate blog, which has a following of about 4,000 readers a day, has gained a following due to its succinct examination of the computing industry.
The Australian article suggests that when written (or ghost written) well, a CEO blog can be a highly effective 'soft' marketing tool that presents a company as a 'caring, sharing' corporate citizen.
According to Schwartz, CEO blogs can help a company set new agendas, provide greater search engine visibility and are cheaper than traditional PR and marketing.
Australian bosses that I know are totally focused on leading their organisations.
Generally, they don't have time to research and write a blog...it is a big commitment to do so...but they do read other's blogs...for a whole variety of reasons.
They read mine every week...and when I ring them, they say it adds value.
Believe me, they largely "get" blogging...but it's up to their line specialists to recommend and position a relevant blog in the marcomm mix to meet strategic goals.
Google SMO Sydney to find and contact me
Cheers!
Pete Jeans
CEO at SMO Sydney
hands-on strategic business transformation
http://strategicmarketingoutsourcing.wordpress.com
Posted by: Pete Jeans CEO at SMO Sydney | 01 March 2007 at 01:52 PM