Everyone is talking about blogging these days and many businesses are evaluating its potential and merits for executive communications. Should a CEO blog? Yes, if it will address a specific business need, has a clear focus and target audience. No, if it is created for an imprecise purpose, such as helping employees "get acquainted" with their CEO.

If you are a CEO wondering whether you should launch a blog, or an IT or communications professional asked for advice, you should consider the following:

• A blog should be a component of a well-architected and ongoing communications strategy that defines what you want to accomplish, key messages and target audiences, and appropriate means to communicate with each. A blog is best as a secondary, not primary vehicle; for example, it would not be an effective substitute for face-to-face engagement with employees.


• The blogosphere demands authenticity, so readers will scrutinize carefully to determine if the CEO is authoring the blog. The CEO should write in his/her own voice, although where necessary, ask staff for supporting data.


• A blog should mirror the CEO's natural interests and expertise so that he or she writes about topics that energize and motivate both leader and readers. Depending on target audience, the CEO might discuss business performance, dynamics of the global economy and industry; trends and how the company's business strategy maps to them, or other areas the leader feels passionate about, such as diversity, people initiatives and corporate social responsibility.


• Certain audiences will be very interested in the CEO's blog; for example, journalists looking for insight into the company's leadership and accomplishments; employees wanting to understand the company strategic direction, or stakeholders wishing to hear what the company is doing to protect the environment. The CEO should be prepared for a level of exchange through the blog based on the organization's performance along key parameters.


• A blog can be an effective follow up to other engagement activities; for example, after the CEO has delivered remarks at an external venue, a blog can serve as an effective tool for continuing the dialog. It need not be perpetual; rather, it can be created for a specific event or purpose, then retired as interest wanes. Of course, retirement should be carefully considered in the event that there is a crisis situation, especially where reputation damage might result.


• Some CEOs are naturally communicative, while others are not; some hands-on, others not as informed on all aspects of the business. The success of a blog will depend on the leader's strategic and communication skills and direct involvement in operations. These considerations should be weighed by communications or IT professionals before recommending that the CEO launch a blog.


• The CEO should understand audience expectations and best practices related to blogs to avoid a sudden change of heart when the time required becomes too demanding or the level of engagement with readers takes a different turn.

What is your point of view? Please post your thoughts on the discussion board.

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