CEOs Should Not Go Into the Blogosphere Alone

According to the New York Times, CEO blogging should not be viewed as extreme sport, but part of their duties. They cite Sun's Jonathan Schwartz as the textbook example of how blogging fits into an executive's day.

When done well, and its rare, CEO blogs are great. My own CEO's blog played a big role in attracting me to Edelman. However, I am going to argue that - at least in a perfect world - just as CEOs surround themselves with smart people in the executive suite, they ideally shouldn't venture into the blogosphere alone. It's not because they need nannies. They don't. They should also have people blogging from the gut of the company to demonstrate that their entire workforce is fully engaged in dialogue.

Don't get me wrong. I would rather see a company have a CEO blog than none at all. However, having multiple online touch-points, not just at the executive level, is the best scenario. It lets readers find individuals they can relate to. Sun does this quite well. (Via Jeff Jarvis)