Apart from being the highest authority of a company, the CEO is also its face. Reading about them in the papers and on social media is increasingly common because the media and company marketing departments are realising their importance: Mark Zuckerbeg, Jeff Bezos, Marissa Mayer or Indra Nooyi are clear references in this sense, and what they say has an impact far beyond their own companies.
The opinion of senior executives is increasingly important and their behaviour, both in and outside of the company, affects their financial values. A clear example of this was the Uber crisis caused by its former CEP Travis Kalanick, which triggered a 12% drop in the value of its shares.
As the visible head of a company, the CEO must have their own personal positioning, and I consider the blog as the best instrument. Working on the CEO’s personal positioning as an expert in an area helps both the CEO and the company.
These are my 6 reasons:
- Direct contact with the customer: On the Web, it is important to have constant traffic and engagement with the audience, which can only be achieved if information is being shared and content is being created. The opportunity to promote the company daily through knowledge is an excellent tool for winning more customers. Furthermore, it is an excellent tool for networking, extending a CEO’s network of contacts for the benefit of the company. The feedback received may be essential for feeding new strategies.
- Prestige and influence: We live in the information age, where a company is better valued if it has extensive know-how on the issue of its area. What better way of demonstrating this than writing about it? Making information available creates prestige with the audience and increases influence in that area.
- Humanising the company: When a CEO posts an article on his or her blog, he or she represents the company to the customers and the general public. The best way to create bonds with the audience is by showing the people who are behind a company name. This shows the CEO in a more every-day and identifiable light to empathise with customers.
- Crisis management: Crises are not usually constant in companies, but they are decisive. Handling a crisis via posting on a blog is far more personal and can help to tie up loose ends and not leave things open to third party interpretations.
- Learning: By committing to have a blog, the CEO also commits to writing frequently, so he or she must look into the issue and stay on the cutting edge in their field of knowledge. Sticking to the routine of writing a blog will also give rise to the routine of staying informed and also allows time for reflection.
- Internal communication: The CEO’s line of thought is linked to the company and benefits employees as they can read the opinions and reflections of the CEO on specific issues. Creating a bond with and proximity to the employees is very important for the growth of the company.