Who Should Blog For Your Company?

This is a very important question and one that should not be taken lightly. This person is the face and voice of your organization, so make it count. The very best person? Your CEO or other high-ranking executive. This creates an approachable platform for the general public to be introduced to your company - but it doesn't always guarantee the right spin. The personality of your leader should be taken in to account. If your CEO is stodgy and quiet, or often keeps the office door closed, seek out someone else. Perhaps a Marketing, Public Relations or Human Resources Officer can fit the bill.

It doesn't matter who posts it...(could be your web content manager, webmaster or other IT staff member), but who writes it and what they write does matter.

Again, Southwest's Gary Kelly takes the cake. Check out hislatest - he doesn't blog that often - but does when something is up - I imagine there will be another coming if the Frontier merger goes through.

He often addresses both challenging and humorous topics in the same breath, something that is appealing to the traveling audience. Also, this transparency is also appealing and I'm sure is a huge reason why the Southwest brand has the most loyal following on the web of all the airlines. You get the feeling they want and need to hear from you, that you are on the team yourself. They carry this through their entire experience, which is why they are the only airline that still makes any money.

So if you're going to get in on the blogging, it needs to come from somewhere on high (or the highest "cool" person at your organization), it should reveal facts and figures but also be conversational and it can be short and sweet.

Successful CEOs are usually the ones that you like to be around. The person that inspires you, that makes you want to do the best job you can, and that you feel works hard too. Successful people in general make others feel good, and feel included. Whether it's your CEO or someone else, make sure that your company is representing this type of attitude online as well as in the elevator.

The next truth? Delivering bad news online.

Keep Clicking,

Michelle Marquardt