??? They command respect within the company,
and therefore demand respect from the blog audience.
2. Be interesting enough that the first point is irrelevant: When Robert Scoble was an
employee at Microsoft and started blogging about his company and technology in
general, he did not retain a particularly important role in Microsoft, nor did he
even focus the writing on his work.14 But he was a prolific writer, an engaging personality,
and had a knack for rattling cages in the tech world, which his audience
loved.
This brings us to executive blogging. The trend toward CEOs blogging about their company
and industry has skyrocketed, and there are many arguments both in favor and against.
Many regard CEOs with obvious suspicion; their job, after all, is to make money for the
company, not spend time sounding off about current events. Whether the blog is utilized
as a PR move or written with honesty and integrity is entirely based on the individual.
Bob Parsons, CEO of Go Daddy, runs a blog called Hot Points (shown in Figure 9-9).15 There
is probably no better example of a CEO who blogs with authenticity??”he writes about his
company and the controversies it faces (usually regarding its provoking advertisements),
the domain registration industry, life as a CEO, and more.
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