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March 09, 2008


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Todd Defren

Hi David - Thanks for the kind words. Following you on to the stage was daunting but I was glad to re-connect with you, and, to bolster the points you made during your keynote.

Totally agree on the CEO Bloggers point. I wrote about this a few months back, too:


CEOs really ought to think long and hard about blogging, and most importantly, need to LISTEN/PARTICIPATE at other industry blogs for a good, long while before dipping their toes into the water.


Here in France we have a great example of a CEO who is also a good blogger : Michel Edouard Leclerc (CEO of E.Leclerc, one of the leading supermarket company).
He is blogging at http://www.michel-edouard-leclerc.com/blog/
and gives many business analysis.
He also use his blog to communicate about his company and I think that's very efficient, especially during crisis they could have to face.


Great advice David.

That's one of the main reasons people read blogs, not for information, for advice. Not how to, but how did you.

CEO's don't usually give advice, the give directives and, as you said, that makes for crappy blogs.


Good advice, not just for CEO's. As a new blogger, it was hard for me to get out of my trainer/coach head and get into a conversation. I think the challenge for me has been remembering my role as a blogger. Still working on it but your post reminds me that my focus should be more on participating and facililitating, less on lecturing.

Benny Greenberg

First I just wanted to say - The "New Rules" Book opened my eyes to many of the things I have always thought were they "proper" way to do things, yet the "status-quo" of marketing, PR and related industries seem to be too big to get out of their own way.

Your book as pushed me out of the older mold and has really allowed me to focus on the "share the wealth" strategy.

On the CEO and bad bloggers...

It just might be that "share the wealth" strategy that stops them from blogging in the first place. I think many of the old-school "Leaders" just believe that information needs to be kept internal and the less others know the better. “Our business is our business” seems to be the rule of thumb with them. By blogging I believe they feel they are sharing information with the competition and that is an old-school “no no.” What they do not realize is that most of their competition is thinking the same way they are and are just not out there reading their blogs anyway. But by sharing the information and bringing it out on a one-on-one level with your clients, members, constituents - you are making yourself a "real person" not a corporate "head/mouth" and with that you will only make your end-user - whatever that user is - comfortable. When your customer is comfortable with you - closing that sale becomes simple.

And on a more interesting note, as far as the CEO and the Blog - I wonder - even at this advanced point on the web - just how many of them still just DO NOT KNOW!

Thanks for making me "realize!"


Brian Fuller

Even if they had the time and ability, I'm not sure CEOs should blog at all. Their expertise is in the minuscule details of running a company. OK, that might make a good management blog, but that doesn't necessarily lift the company brand. The other expertise should be a 30,000-foot view of his/her industry. What CEO is going to want to give up real insight into that industry if it's key to his or her strategies and tactics?
Todd's advice (read and participate in other blogs) is much more practical for a CEO.
In the end, I think more and more companies will start to realize that the company is the medium is the message: they are the publishers and networks today. That means hiring ex-journalists (to your point last week,David, about the former TV reporter) and building a solid news and information segment to their overall marketing strategy.

Liz Pearce

We went back and forth on whether or not to make our CEO our primary blogger, and eventually decided to give everyone at the company who wanted it the opportunity to blog. Each person has something different to contribute - it's a little bit of a blog post buffet. Here's a recent post from our CEO: http://www.liquidplanner.com/blog/?p=45

Do you think this makes sense as an approach to blogging, or would you advise limiting the number of different posters for a more consistent voice?

Tim Dempsey

D: I like the phrase "participation is marketing" It is further etymological evidence of the inexorable transformation from the 'dragnet' marketing days (awareness, consideration, preference, action, loyalty) to the era of what I call "PAR: presence, authority, reputation."

Best to you and yours....

John Bradley Jackson

Why do I Blog?

I get asked this question a lot. Yes, it takes a lot of time and brain cells, both of which I have a very limited supply. To blog regularly requires tons of research, fact checking, writing, and editing. It is hard work.

I don’t blog for the money—my blog is free. I don’t measure my success by the number of visitors to my site, yet I have many. The answer is that I blog to help people.

And I suppose that sounds a little high-minded. But, of all things that I do, including teaching at a university, running my own company, consulting with entrepreneurs, writing books, and speaking at conferences—-blogging has the biggest impact of all.

Blogging is my way to share with others who know me and with others who I will never speak with or meet. Some like to call this “thought leadership”— which is a very uppity term. For me, it is the best way to communicate clearly with my target audience—people who want to learn more about marketing, sales, and negotiation.

Because I blog, I have been invited to speak at conferences, quoted in the national press, and have been interviewed on MSNBC. My motivation is not fame, rather it is the desire to teach and help others.

Certainly a by-product of my success as a blogger includes book sales, paid speaking engagements, and consulting. This helps me pay the bills, which is important with two kids in college.

Seemingly every day my phone rings, or I get e-mails from people who I have never met before; they read my blog and want to share an idea or ask a question. That interchange is a thrill to me and its own reward. This is why I blog.

How about you? Can you think of a better way to connect with your target audience?

David Meerman Scott

Well said John. Obviously you're a CEO who has passion and that makes the best blogger!



I'm impressed that these CEOs even understand the value of blogging. I consult for a number of large companies on their marketing strategies; when I bring up the idea of blogging they don't see the value in it. These large companies are fearful of interacting with their target clients via their websites and usually opt for document style webpages. How does one sell the concept to big companies headed by individuals who are so afraid of the advancements in technology?

Liam Ovenden

Hi David,

Love your stuff - in fact am about to release an e-book because of you! Anyway...

Had to laugh/cringe at this post. Have just started a blog, at least partly due to (OK mainly due to) the carping of my Marketing Director to do so, and although it's early days, I've fallen into many of these traps.

Thankfully, I am happy to take on board your advice and in fact am thouroughly enjoying blogging, reading blogs, and commenting. Now I just have to do more of it.

I have started to arrange my habits around making time for these (to be honest, very new) tasks in my very crowded day.

I don't want to spend my time and headspace on a blog that sucks so I'm once more delighted to come across your timely and practical advice.

David Meerman Scott


Good for you. Like a drug problem, admitting the situation is the most important thing. I've checked out your blog and think you'll do just fine. And you're commenting here so you pass that test. Good luck.


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