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Welcome to Melcrum's Social Media Newsletter.
Over on the Black Belt Dojo there's a familiar question around corporate blogs and the need for authenticity. Why can't we just stick to ghost-written columns and comments from our leaders, as we've done for years?
In Melcrum's social media report, Darren Briggs, partner at The Company Agency where he advises and coaches senior leaders to communicate more effectivly, warns communicators to avoid the hype and select their CEO channels with care:
"As internal communication professionals, we have to manage new channels and media responsibly and not get carried away by the hype that surrounds the latest corporate fashion accessory, such as the CEO blog."
How should you approach CEO blogs?
"My advice on this is quite simple," adds Briggs. "Don’t do it unless your CEO is prepared to write it personally and commit time to it on an ongoing basis. It’s critical that the employee sees the content as being authentic – if not, it won’t be credible and it could have a negative long-term impact on the channel, or worse still, the reputation of the chief executive."
"If you’re lucky enough to have a CEO who’s prepared to write their own blog, then you should ask them to consider how much time they’re prepared to invest. Time is a precious commodity for most chief executives. With the best intentions they might commit to a weekly blog and find that over time, even this commitment becomes difficult to fulfill."
"The key issue for all internal communicators to carefully consider is how will blogs and other forms of social media compliment and enhance their existing internal media mix? When considering it as an application for leadership communication, you should also consider whether or not the approach fits the natural style and personality of your chief executive. In some instances, it just might not be the best option."
Best regards,
Alex Manchester
Editor
alex.manchester@melcrum.com
Ever wanted to ask your CEO what they think of internal communication? Today’s CEOs know internal communication is key to realizing their strategic agenda. 21st Century Leadership Communication is Melcrum's landmark joint research. Melcrum have partnered with The Company Agency, one of the UK’s most progressive management consultants in communication, to question CEOs from leading global corporations. |
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