Bob Lutz, vice chairman of General Motors, blogs regularly.4 Others
are not widely known but become famous after their blogs gain huge, dedicated followings.
Joel Spolsky, author of the Joel on Software blog,5 brought unprecedented success to his
development company, Fog Creek Software, after his posts started getting read by millions.
His excellent writing, topical relevance, and fearless approach to the industry positioned him
as a prominent thought leader.
Naturally, a blog driven by a single authority in the company is a double-edged sword. It
will get traffic simply based on their name and title, but its content has to be vigilantly
monitored to avoid public relations nightmares. You may have an outspoken, intelligent
CEO who makes great jokes, but whose comments are better left behind closed doors, not
recorded for public consumption.
The bad, the good, and the better
Corporations are constantly policed by their own internal PR and marketing departments,
making sure their image is polished and presentable to the public. Blogs present the
opportunity to strip away the veneer and let some of the raw thought process of the company
show through.
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