The CEO needs to be the voice and focus of the company to the outside audience. It is important that your social media presence start at the top or near the top. If the CEO is not interested in Social Media, he/she needs to appoint someone, preferably at the executive level to oversee the writing of blogs and posting of information on social media sites. In my case as the Marketing Director, I try to represent the CEO’s thoughts and direction as a part of every blog post.
I propose this scenario because I see a lot of companies will share responsibility for writing their company blogs. A team approach can work, but someone needs to be the primary editor. I follow a number of company blogs and the best company blogs are those that have a personal feel and reflect a single voice for the company.
Think about it, would you want to follow the Steve Jobs Team or Steve Jobs, himself. If your company blog is not getting the traction it needs, maybe it is time to think about who the writers are and pick a primary person.
Just a thought for today….