David Neeleman of Jet Blue used one to publicly apologize for a rash of "unacceptable delays, flight cancellations, lost baggage and other major customer inconveniences." Bill Marriott wrote about adding an inch (of height) through Pilates classes, and Sun Microsystem's Jonathan Schwartz shared the story of a 1987 train crash that profoundly impacted his life. Clearly, CEOs have caught the blogging bug in a big way.
In fact, the number of Fortune 500 companies publishing blogs written by CEOs has reportedly doubled since December 2005. The trend prompted book author, speaker and accomplished blogger Seth Godin to lambaste would-be CEO bloggers in his own online journal, "Seth's Blog." "Blogs work when they are based on candor, urgency, timeliness, pithiness and controversy," posted Godin. "Does this sound like a CEO to you?"
But that doesn't necessarily mean business leaders should abandon their new favorite forum--just that they should do it right. "If you're a CEO with nothing to say, you probably shouldn't be a CEO," says Godin, elaborating on his original post in response to our request for his take on the CEO blog craze. "And if you have something to say, it's imperative to figure out how to do it on a blog." After all, why not take advantage of the first platform that lets CEOs reach the right people with the right message with no overhead?
That said, Godin doesn't seem worried about losing cyber eyeballs to the rants, raves and ramblings of CEO scribes. "Most CEOs got where they got by being safe, predictable, boring and nontransparent," he points out. "Blogging isn't in their DNA."
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|Title Annotation:||CEO CHRONICLES|
|Publication:||Chief Executive (U.S.)|
|Date:||Apr 1, 2007|
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