Ghostwriting of CEO blogs. I though we put this one to bed a while ago, but I guess not. Okay, it seems that from Debbie’s post that some people think it’s okay and pretty much the rest of the Blogosphere disagrees.
I know CEOs are busy people, but they still manage to send e-mails to their VPs and such. That’s why Blackberries were invented. Once post a week, maybe two, that would be great. Don’t have time to put in the links? No problem, fine have your admin do that. No biggie. The idea of a CEO blog is that it’s an inside look in the the company. Not a filtered view of the inside look into the company.
I could never write with the perspective of the CEO and get it bang on. I’d miss the subtle tone and style that makes that person interesting. I don’t care how good a ghostwriter you might be, you are still a filter. Your persceptions will still colour the outcome. Sorry it’s basic quantum physics and a little anthropology/sociology theory thrown in for good measure.
Eric Eggertson takles this topic as well, not at the level of the CEO, more at the level of “should your PR firm write your blog”. Umm, no. Bad idea. Anyone who is paid to make you look good and put the best spin on bad news for you isn’t going to be a good blogger for you. There are awesome PR bloggers out there. I know lots, Eric is one, Steve Rubel, Joe Thornley, Jeremy Pepper. But I dont’ think, I hope they wouldn’t, blog for their clients. They might help their clients blog. Coaches the blogger and such, but writing? Nope.
The central issue here is one of perspective and transparency. Transparency, well I’m not going to go there, we know the drill, okay? Perspective is the important matter. That feeling, that passion, that insight. That is was makes the difference between a good blog and a great blog. You can’t get that from a ghostwriter. Personally, I think you’d be better off finding a sharp lower-level person on the company, or better several, to contribute to the blog. Make it a company blog, sure the CEO will chime in a couple times as week maybe, but the rest of the time, show off the amazing people you have in your company. Let them tell the world about their passion for what they do.
I think you’ll be happy with the results. Acutally, I know you will be.