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October 01, 2005


steve baker

Chris, I agree. My point is that business leaders (and their followers) may conclude that business blogging is bust just because their own efforts have yielded little. This could generate analysis panning business blogging. But as you note, valuable blogging is occuring within businesses--just not much of it from the corner office

chris anderson


It's a reasonable thesis, but I don't see any evidence of it as yet. I know of no examples of CEOs who started blogging, then stopped and allowed no others in the institution to blog. Usually the CEO blogs *along* with others in the firm. And when the CEO stops (as is often the case, as you rightly point out) the others continue.


A sharp CEO could run a company from a blog.

That's extreme, but possible. (Make a great story.)

But most CEO's don't have the vision or an example to get them "up" for this. Let's see if we can find someone that will serve as a shining example of:

CEO who runs his co. by blog.



I think it is a question of which has more power, the network or the hierarchy. And as history shows us, hieararchy maybe able to perform certain spectacular, massive top-down efforts in execution and slow down the network, but eventually the network will succeed in penetrating the hierarchy and become a part of it. And regarding computer-mediated communication, in which the medium is becoming more and more networked, this is the inevitable change.

A good example of a succesful infection of a social hierarchy with a network-like organization is international terrorism. It has extremely similar network structures to the blogosphere and it has succesfully penetrated the hierarchically governed countries.

We could also take another radical stance to this. If blogging changes the role of the CEO and the CEO is the change catalyst of the corporation and if the flow of information inside the company becomes networked, does the corporation organization structure then become network-like? :)


Chris, for the most part I don't think we're missing much if CEOs don't blog. As everyone knows, most CEOs don't even write their own statements to stockholders in their company's annual reports; they hire the job out. I agree that the best blogs come from the employees themselves.

Paul Rosenfeld

I think your pronouncements about what makes good business blogging are premature given that "business blogging" is so nascent. All the "rules" that have been "written" about blogging are mostly holdovers from celebrity-type or political blogs, so I would simply advise us to wait, watch, and distill important insights from those CEOs who take blogging to heart.

Mary Schmidt

My view is that "to blog or not to blog" is a personal choice, regardless of the level of the person in a company. If it fits their personality, their culture and their market - sure, I can see CEOs continuing to blog. Most of them, however, as noted above, don't do any of their own writing for anything, much less touch a keyboard. However, as more and more "web heads" gain power in the upper echelons (i.e., the old guys leave) this could change.

Further, blogs are just like any other marketing tool/tactic - they're as good (or as bad) as the users.

Francis Hamit

When I ran a US Army Newspaper in 1970, in the Dark Ages before computers could fit on a desktop, my Commanding General had a regular Command Information column which was, of course, ghost written by me.

I imagine that CEO blogging will go the same way, with the actual writing being delegated to a subordinate who is wise in the culture and governing regulations. So much for spontaneity.

Mark Clark

I enjoyed reading your stuff. Cool site. It's the other lousy two percent: https://www.quotationspage.com/quotes/Lily_Tomlin , I do not believe in an afterlife , Discontent makes rich men poor

John-Paul Micek

I think what Baker is missing (in his article and in his definition of business blogging) is that communication and connection is at the core of business blogging, as it is with all blogging. Rapport, education, and connection do not need the CEO personally blogging in order to occur. And to state that business blogging is doomed because of CEOs and that they may stop personally blogging is like saying Nordstrom will cease all customer service because the CEO is not "on the floor" personally.

Chris, it seems Baker is just another business writer who just doesn't get the long tail. :)


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Jeff Barson, CEO Nimble

The typical CEO blog of "we introduced such-and-such product yesterday and it was a great success" can't compete with individuals who have actual stories to tell. Blogs will used for a myriad of opportunities.


the bosses are trying to take a lot so advantage from their employees and this is not at all a fair one .they should be given their liberty.

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Your post has on internet marketing is definitely true. Internet marketing has opened new ways of attracting visitors to the website giving the webmasters a way of earning cash as well as web status. Let's see what the future holds for internet marketing.

Richard Colin

Unlike the other professional networking sites, OySite lets you create separate profiles for yourself and your business!

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The Long Tail by Chris Anderson

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