Marriott: CEO Blog
Mark Ragan, CEO of Ragan Communications, says that when blogs are done well and post the key issues on the mind of the CEO in a personal way, a wall is removed between the audience and the CEO. Blogging with a conversational tone is a personal way to create a two-way dialogue connection with various stakeholders. While Ragan states that bloggers don’t have to always be top executives, companies with CEO bloggers show themselves as leaders and innovators in social media. People are not just consumers anymore, they are producers. People are producing blogs, wikis and podcasts that can shape the reputation of a company’s brand. The company has to learn to reach the producer where they are and in this case, the blogosphere.
Companies and CEO’s find excuses for not blogging including time, liability and creativity. CEO’s need to realize that the length of a post doesn’t matter; it’s the consistent, interesting and informative content that is vital to a blog. References in the form of external links can drive a blog to relevant information for the audience. Comments provide a sense of community. Ragan Communications supports the use of anonymous comments to learn all perspectives on issues; however comments should be moderated.
According to an article, only a small group of executives have taken up blogging. More companies and CEO’s should consider blogging because direct communication with your marketplace coming from the CEO carries authority and credibility. When setbacks arise within a company, a blog is a place where CEO’s can clarify and explain the situation. Blogs are effective forums for discussing company’s issues. The more people know about a company and the personalities behind it, the more likely they will do business with the company. Stakeholders gain a different perspective on a company’s behaviors by reading and interacting on the blog.
Bill Marriott, CEO of Marriott International Inc., has seen growth in sales since he started blogging. On his blog, he discusses the way he publishes his posts. In his seventies, Marriott does not know how to type or use a computer, so he hand writes or dictates his posts. What is helpful on his blog is the ability to listen to Marriott read the posts, sort of like a blog specific podcast. His posts vary in length, but address topics focused on the hotel business. Marriott is seen as a leader in social media providing his audience with interactivity and transparency.
To see more ways Marriott International is using corporate blogging, check out Vice President Culinary and Corporate Chef, Brad Nelson’s food and travel blog.
Hey Sarah,
What can I say? That is so cool that Bill Marriott is blogging. I think it is really impressive that he is in his seventies, but it so dedicated for his hotels to thrive that he has broken through a generation barrier in terms of social media. There are so many CEOs that have a billion reasons not to blog. The fact is if Bill Marriott can find a way, its time for everyone to wake-up.
I also think its a great way for him to really show the transparency of the company. He is willing to admit that he doesn’t type his own blogs or know how to use the internet, but he is determined to communicate with his constituents. It really shows a personality that people can feel comfortable with. That is especially important in the hotel industry. No one wants to spend the night in an unwelcoming environment.
I thought so too, Nicole. Bill Marriott realized that his audience is online and he was willing to put in the extra effort to reach them. I agree that all CEO’s or companies in general should see Marriott as an example.
Sarah,
I agree with your thoughts on CEO Blogs. Like Mark Ragan explains in the video, if CEO’s have the time and interest to blog, they will benefit their company in many ways. It is not only name recognition for the CEO, but it leads production for the company. The CEO gets the opportunity to meet interesting people and build relationships. CEO’s have the chance to gather and express their thoughts when they write. This can result in better brand development and differentiation with competitors. I enjoyed reading your example about CEO Bill Marriott. It just goes to show that some CEO’s are extremely dedicated to their company and stakeholders. It is shocking to me that he is in his seventies and still going the extra mile by handwriting his posts and comments. Hopefully more CEO’s will get more confident about blogging in the future because it can only enhance audience interaction.
Sarah,
I agree that more CEO’s should follow Bill Marriott’s lead and make a corporate blog. It can only do good for your company and Marriott is setting a good example. Like you said, if he can take the time to do this, how can other people not find the time?
On Jeff Jarvis’ blog, BuzzMachine, he posted part of an article (http://www.buzzmachine.com/2006/07/30/blog-boss/) from Randall Stross, about how CEO’s are not going to have a choice about blogging in the future. Corporate blogs are going to become commonplace and will be seen as behind the times. Stross said that he doesn’t see how a CEO could not blog if a company wants to have interactive and open conversations with their consumers. Marriott obviously believes in open conversation and needs to convince other companies to do the same.
[...] blog discusses the different types of corporate blogs and what makes them work. Her post, “Marriott: CEO Blog“, discusses a blog created by Bill Mariott, CEO of Marriott International, Inc. He uses his [...]