TechCrunch has a handy list of pros and cons of CEOs engaging in the dark arts of blogging. They’re a little pedestrian and sometimes off-message (where did don’t micromanage your staff come from?) and I’m not sure whether they get to the real point.
Because the real point is not whether the CEO is a writer (another off-piste point) (though goodness, how anyone gets to run anything without a certain fluency in the QWERTY dept is a mystery, though it has happened) – it’s the cardinal principle we discussed in the CIO context: executive leadership is first and foremost about engagement, immersion in the culture of tomorrow’s markets; and, very specifically, in the emerging digital-social culture whose dimensions and implications we presently grasp only vaguely, but which is the thresshold to whatever happens next. In other words: Unless you are personally engaging in social media, you should get another job. By all means blog about your hobby and tweet about the weather, but immersion can’t be replicated.
Of course, the defensive posturing that still characterizes a lot of corporate thinking on internet use in the workplace has to go. One reason it is still so influential lies precisely here: At the top there is still remarkably little facility with these media, and therefore understanding of their value (and also where the problems are likely to be met). Chicken and egg, indeed.
Seems to me that 100% participation is needed. No?