Boss blogs

Boss blogs

: Seth Godin gives good advice to CEOs wanting to jump on the blogging trend train:

Here’s the problem. Blogs work when they are based on:

Candor

Urgency

Timeliness

Pithiness and

Controversy

(maybe Utility if you want six).

Does this sound like a CEO to you?

Short and sweet, folks: If you can’t be at least four of the five things listed above, please don’t bother.

The same advice holds for big media blogs, advertiser blogs, brand blogs, PR blogs, politician blogs….

Blogs are the printing press of the people. The elite already have their press.

  • http://www.brianbaute.com Brian Baute

    Excellent point. I’ve been struggling for a year to perfect my plan to have a select group of university students write a blog to be published as part of our Admissions site as a real way for prospective students to get a feel for what happens here on a daily basis. Urgency, Timeliness, and Pithiness are fairly easy to allow (though more difficult to capture), but knowing the proper level of Candor and Controversy to allow in an officially-sanctioned university publication is a fine line. The line is more different because of the citizens’ media aspect of a blog, but since it will still be an official university site it’s still sensitive. Thoughts?

  • http://blogs.rny.com/sbw/ sbw

    Yeah, right. Controversy — Not.
    Counterpoint is controversy. Reality shows are controversy.
    Don’t hype hype. What you mean, is that someone is willing to address seemly intractable problems to help try to make some sense of them. That’s different.

  • Old Grouch

    Brian:
    Does the university have a student newspaper?
    Is it editorially independent?
    Does it have its own website?
    If so, talk the newspaper into hosting the blog, and link it from the Admissions site. Otherwise, the blog risks being perceived as PR-driven “Buffy and Ollie Go To College” fluff, despite whatever good intentions the university may have. Plus the separation gives you deniability should Professor Grump come complaining that someone revealed that he’s been using the same lecture notes for the last 25 years: Sorry, but it’s an independent site, and there’s freedom of the press, y’know. (Won’t stop the Prof. from being mad, but it relieves you from having to deal with it.)

  • http://www.blogads.com henry

    Nice close. I’m glad to hear you say that. I used to fear you were sliding into the “corporate press can learn to blog” camp, but you’ve nailed the essential outsiderness of blogs in your last line. Blogs are anarchic engines of human autonomy. It ain’t a blog when it’s inside the box.

  • http://radio.weblogs.com/0107946 ed cone

    A CEO blog with a purpose:
    http://drmy.blogspot.com
    Interview with said CEO:
    http://radio.weblogs.com/0107946/2004/10/25.html#a2576

  • Person of Choler

    Howard Stern’s yapping is about as interesting as Andrew Sullivan’s snit about George Bush preventing Andy from having a white wedding.
    Gad! What a snorefest.

  • person of choler

    Rats! I commented on the wrong post. I am stupid besides being evil.

  • Paul Brinkley

    CUT PC, eh?
    (Read down the left.)

  • http://www.brianstorms.com Brian Dear

    “If you can’t be at least four of the five things listed above, please don’t bother.”
    Respectully, I say: Baloney.
    Write what you want, do what you want. If someone else enjoys it or learns from it or benefits from it or finds it interesting, great.
    Blogs don’t have to have candor. Blogs don’t have to be urgent. They don’t have to be timely. They don’t have to be pithy. They don’t have to be controversial. And they don’t have to be utilitarian.
    CEO, not CEO, who cares. Blog what you want, and don’t listen to anyone who says what you have to be to blog.
    Signed,
    A CEO.