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세계적인 블로그 전문가인 미국의 데비 와일과의 이메일 인터뷰 내용입니다. 지난주 UCC를 주제로 한 커버스토리에 참가하면서 혹시나 하는 마음으로 그녀에게 편지를 보냈는 데, 답장이 정말 빨리 오더군요.

데비는 아시아권 사정에도 비교적 정통한 인물인데요. 지난해에는 중국을 방문하고 돌아와서 중국 기업인들의 블로그 활용 현황을 다룬 책을 내기도 했습니다. 미국 기업인들의 블로그 운영실태를 가늠해보시죠.


Q1. Lets presume some Korean CEOs here would like to launch his blog, What
contents could be the best for them?

The most successful CEO blogs are generally on topics related to the
business. But more importantly, they are written in a tone and voice
that is informal and authentic. If the CEO can write well, that is a
big plus. Corporate-speak is not allowed!

Ghostblogging (ghostwriting a blog) is frowned upon for CEO bloggers.
However, it is done. The CEO of JetBlue Airways has a ghostwritten
blog:  http://www.jetblue.com/about/ourcompany/flightlog/index.html

It's wriitten by his director of corporate communications and doesn't
sound very authentic.

Some examples of more successful CEO blogs:

One of the most popular CEO bloggers is Jonathan Schwartz, CEO of Sun
Microsystems. He is the first Fortune 500 blogger. He writes about
substantive topics relating to Sun's products, the organization and
goals of the company, competitors like IBM, etc. His blog is
translated into 10 languages (Korean is one of them). See here:
http://blogs.sun.com/jonathan/  and here:
http://blogs.sun.com/jonathan_ko/

Another example: Bill Marriott, CEO of Marriott hotels
http://www.blogs.marriott.com/. His blog is not as compelling as
Jonathan's (maybe hotels aren't all that interesting!). But his
"voice" is authentic. Apparently he often dictates his blog entries
(see the little "listen"  icon at the bottom of many of the entries).

Another important content element of CEO blogs is video! You have to
have video on your blog these days. It can be short and amateurish;
and uploaded to YouTube. Then you embed the video on your blog. David
Brain, CEO of Edelman Europe, has a blog where he often posts video.
Here is his video interview with me (I look awful! Tired from jetlag):
 http://www.sixtysecondview.com/?p=126


Q2. Is there any role model Korean CEOs could learn from in terms of blogging? Can you name them?

Jonathan Schwartz, CEO of Sun Microsystems; Bill Marriott, CEO of
Marriott hotels

See my list of CEO bloggers here:
http://www.thecorporatebloggingbook.com/ceo-and-senior-exec-blogs/

And more CEO bloggers here:
http://www.thenewpr.com/wiki/pmwiki.php?pagename=Resources.CEOBlogsList


Q3. Could you give us some examples of  US business leaders you consulted about blogging?

I interviewed Jonathan Schwartz's chief of communications for my book.
He told me that Jonathan wishes his blog entries were shorter but that
he finds it easier to write long ones.

I also interviewed Bob Parsons, the flamboyant CEO of www.godaddy.com,
the domain name registrar. See his blog here:
http://www.bobparsons.com/   He is deliberately provocative and
sometimes outrageous and told me that he believes the publicity, even
if negative, drives more traffic to the godaddy site - and increases
revenues.

Follow the links to his "go daddy girls" commercials for the
Superbowl. He's also got a radio show:
http://www.lifeonline.com/gdshop/radio/default.asp?location=www%2Ebobparsons%2Ecom%2Fgodaddymotorcycle%2Ehtml


Q4. Some CEOs are afraid that they could make some mistakes to utter som e secrets about company. Do you agree with them?

No I don't think of this as a big problem. CEOs and other senior
executives and company officers know what topics they can talk about
publicly -- and what topics are off limits (the stock price, etc.)
Writing on a blog is no different than sending an email or speaking on
the phone with a reporter.

Q.5 You issued the book of China blogging tour recently.  Are china'sleaders open-minded to blogging? Can you cite some example?

The Chinese blogosphere is growing rapidly. And recent studies show
that Chinese business leaders read blogs as an alternative source of
information to what is published in the government-controlled media.
See this study by Edelman for interesting information about the global
blogosphere:  http://www.sixtysecondview.com/pdf/Edelman_Global_Blogosphere_Guide_Jan07.pdf


Q.6. This is simple question. Why do you think CEO should start blogging?
By any chance, Could it be instrumental in enhancing corporate social
responsibility?

Absolutely, enhancing corporate social responsibility is one reason.
The key reason is to establish the company as a trusted, credible
brand. And at the same time, to open up a two-way channel for the CEO
(who is often isolated from customers) to get real feedback and ideas
from customers and other stakeholders.