IMC Intuition

Thinking out loud about all things IMC

Does your CEO Blog?

with 2 comments

 B2B is historically behind the curve in adapting emerging media.  We have the great opportunity to stand back watch the B2C community suceed and fail at new methods, then after careful vetting, choose the strategies that work and ignore the ones that are passing fads. 

I often think that B2B industrial marketing is the last social media frontier, until I read the June 23 post on UberCEO that in a recent study of Fortune 100 CEOs, not one had a corporate blog.  These guys have full service communications staffs!  What’s up with that?

 This is the summary of the research findings:

  •  Only two CEOs have Twitter accounts.
  • 13 CEOs have LinkedIn profiles, and of those only three have more than 10 connections.
  • 81% of CEOs don’t have a personal Facebook page.
  • Three quarters of the CEOs have some kind of Wikipedia entry, but nearly a third of those have limited or outdated information.
  • Not one Fortune 100 CEO has a blog.

Contrast these results with the winner of  IABC’s 2008 Excel Award winning blog by Bill Marriott, Marriott on the Move, http://www.blogs.marriott.com/, and you can see that these CEOs are really missing an important opportunity to brand themselves as leaders with employees, customers, investors and the community.    Click this link to view the attached slide show in .pdf format for a summary of the Fortune 100 results, ceos-socialmediaslackers-090619043113-phpapp02or view it live on their website at www.uberceo.com.

My thought is that these guys are not only busy, they are concerned about public exposure and having whatever they say misconstrued to the detriment of the company. 

 What do you think?

Links to this post:

 UberCEO , “It’s Official: Fortune 100 CEOs are Social Media Slackers”, http://www.uberceo.com/

IABC Leadership in communications series, http://www.iabc.com/awards/leadership/

International Association for Business Communicators, http://www.iabc.com

Marriott on the Move, http://www.blogs.marriott.com/

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Written by Beth Ryan

June 26, 2009 at 3:58 pm

2 Responses

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  1. To answer your question, mine does not have a blog but then I don’t expect him to. The organization I work for is a player in the financial services industry and tends to be on the technological forefront with the services we offer. It is my view that a blog is not a prerequisite for the organization to sustain a healthy position in the marketplace.

    It takes a lot of time and dedication to run a blog and if a CEO is not going to be able to keep up with this responsibility then there is no need for him to even engage in the pursuit.

    Another aspect that has to be looked at for CEO’s when taking into account establishing a social media presence is how will this benefit the company? As mentioned in your post only 13 Fortune 100 CEO’s have LinkedIn profiles but if they really want or need said business contact don’t you think they would be communicating with them through another more direct method (phone call) than a social networking site? Or in the case of Facebook a whopping 81 percent of CEO’s do not have a Facebook page. Do you really think once a company CEO accepts your “friend request” that it will make him or her talk to you more often? Or rather will they even acknowledge you at all? And just how do you know that you are even getting a response by the actual CEO?

    It just seems to me that there is not a pressing need for every CEO to make a move to social networking. If a company’s business structure is heavily dependent on the technology sector as in the case of Craigslist CEO, Jim Buckmaster then would make sense for him to have a blog. For other companies maybe not so much, it would largely depend on if the CEO had the time to keep up with the blog, if said activity fits with the company image and if blog would add some value back to the organization.

    Follow this link to catch up on Craigslist CEO, Jim Buckmaster is doing.

    http://blog.craigslist.org/

    caldwelj

    June 29, 2009 at 8:08 am

    • I think you make an excellent point – not everyone works for Bill Marriott. However, typically there is an executive column in the employee newsletter on a regular basis that could be used in a blog in order to start a conversation. No, I don’t understand the rush to Facebook either, but I do believe every company should have a presence in Linked In.

      missmarketing

      June 29, 2009 at 4:12 pm


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