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.