… why in the world would CEOs take on the extra task of blogging – a communication medium with a tentative ROI that remains largely unproven?
Marketing pundit and best-selling author Seth Godin says they shouldn’t. According to Godin, blogs work when they are based on candor, urgency, timeliness, pithiness, and controversy. “Does this sound like a CEO to you?” Godin asks. “Short and sweet, folks: If you can’t be at least four of the five things listed above, please don’t bother . . . save the fluff for the annual report.”
As blogging evolves, however, many of today’s CEOs-turned-bloggers in fact are making the time – and having a good time – using the very characteristics Godin lists as what makes blogging successful.
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