Ø Book: Nonnenmacher François (2006), “Blogueur d’entreprise”, Groupe Eyrolles, ISBN 2708133292, p.63-76
This chapter is dedicated to the CEOs who blogs. Amid all the illustrations it gives the example of Michel-Edouard Leclerc (Leclerc) who privileged his blog to communicate around a food poisoning which occurred in one of his Hypermarket. Not only the blogs of CEOs can deal with crisis communication, they can also cope with public relations, personification of the company, institutional communication (internally and externally).
This example proves that the blogs of CEOs generally play a very strategic role. Regarding crisis communication, I think that CEOs are the right persons to blog: they will be more credible than the other employees because of their position.
Ø Survey: writer4business (October 2005), “Who is really behind bosses' blogs?”
According to the survey published by
www.writer4business.com, there are today only 20% of the CEOs who write their own personal blog. Moreover, amid those 20%, only 17% write themselves the content of their blog; the others argue that they have no time to do it or that they do not feel confident enough in writing articles ; that is the reason why they ask someone else to do it (they only validate the articles before they are published).
In my opinion, those figures will significantly increase during the year, as corporate blogging is a new phenomenon and because more and more CEOs are convinced about the importance of having their own blog. However, they should write themselves their articles as one of the blog’s fundamentals is authenticity.
Ø Book: Nonnenmacher François (2006), “Blogueur d’entreprise”, Groupe Eyrolles, ISBN 2708133292, p.51-61
The rise of the employee blogs has naturally followed up the emergence of the blogs. Those who were working in the new technologies were the first ones to set up a blog to talk about their job and their company in general. Employee blogs have become popular and have modified the communication of the companies. Moreover, it is said that employees remain the best persons to talk about their company, what it makes, what it is and to talk with customers and suppliers, or to give it a human face.
Unless CEOs might have more reserve to talk about their company, employees seem to be freer to honestly talk about their company. I think that if they talk about both what is good and what is bad within their company, customers will trust them and their relationships will healthy.
Ø Book: Wright Jeremy (2006), “Blog marketing: the revolutionary new way to increase sales, build your brand, and get exceptional results”, McGraw-Hill, ISBN 0072262516, p.131-133
According to the author, employee blogs represent a very powerful mean to connect people with others inside the company and to build up relations with people outside the company. Moreover, it is efficient to encourage them to blog in order to let ideas coming up (especially if the company promotes idea blogs). On the one hand, the more the company implements connection tools the more employees will use them; on the other hand, the more it will be expensive.
This article goes further than the previous one in the blogging logic: companies should highly encourage its employees to blog. In my point of view, companies should also provide them a technical support. Why not regularly organizing some blogging cessions?