In the story I posted about Company A I left a comment on Company A's blog. Having a blog that the public can read is a great tool, but, like any tool, it needs to be used correctly in order to do its job. The way Company A's blog is used isn't terrible, but it could be even better.
For my next two posts we'll look at two different aspects of Company A's blog:
Written by the head of the company
Briefly:
- Heads of companies often run companies better than they write engaging blog posts
- Blog posts from the company head provide authority
- Company heads often can't make blog posts a priority over tasks directly related to running the company
- Blog posts from the company head can make readers feel like part of the inner-circle
Company A's blog is well written, but there have been only five posts in three months. That's too few to keep people really engaged. The lack of posts doesn't stem from a lack of things to write about. Company A is involved in at least two major undertakings right now--one which will drastically affect the company, one which is likely to affect the entire industry. At the same time, they're involved in all of the activities they're typically involved in. So, if not lack material, why have there been so few posts?
Lack of time. The head of Company A is incredibly busy, and writing blog posts has taken a back-burner to the work of actually running the company. If someone else had been in charge of posting to the blog (even if they were doing so under the head of the company's name), the blog would be kept updated. Readers would be able to turn to the blog to see what's happening with the company's actions and decisions, and get brief explanations of those decisions. As it stands, his blog readers are left in the dark.
Due to the head of a company's areas of expertise and priorities, it is often better to have someone else writing the company's blog posts.
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