Should CEOs blog?

CEO of advertising and marketing agency de pasquale, Cos Luccitti is recognising a new opportunity for CEOs to communicate in a new and engaging way with their clients and allies – blogs.

Web logs (blogs), he said, are a way that CEOs and their companies can truly embrace the growing “cult” of transparency that is coming into business.

Mr Luccitti said the digital world has inverted the social physics of information, and today, corporate online transparency is critical for survival.

“Well, at least in the minds of the people that matter most, the consumer,” Mr Luccitti said.

“Businesses recognise that online transparency is a counterweight to consumer skepticism. The net has given businesses a public forum to be open and honest about who they are and what they are doing.

“Corporations that not only publicise their successes but also their failings actually grow stronger. Because the cynical consumer now isn’t just exposed to the hype, they are exposed to the chinks in the heavily-protected armour and consumers appreciate the candour and truthfulness,” he said.

One of the ways businesses have embraced the cult of transparency is through blogging, Mr Luccitti said.

CEOs and business leaders who have taken to the blogosphere have become known as the new breed of naked and trusted executives.

“Their nakedness, so to speak, has helped them become more trusted and consumers have taken an interest. And we all know once people are interested in you, they’re interested in helping you out – by offering ideas, critiques, and their perspective on how to do things better.”

Powerful Medium

Mr Luccitti is personally and professionally enthusiastic about social media and recognises its power as a new business tool. And as such has started what he calls his clog – the CEO’s blog.   

“Naturally, there’s a level of risk that comes along with radical transparency. But I’m prepared to share my dreams, challenges and setbacks with the outside world. I’m prepared to be open,” Mr Luccitti said.

“Committing to corporate transparency and blogging shouldn’t be confused with sharing confidential information. Rather, it means providing some insight into my thinking and considerations, so that those around me can feel involved, educated and empowered.

“My counterparts not convinced of the need to be professionally transparent online will affirm, ‘Blogging will take away from the valuable time it takes the run my business’.

“But I don’t think time is the issue. You devote your precious time to what matters most. If your business’s reputation matters, sooner or later you’re going to be either defending it or going on the offensive. Where the conversation takes place is up to you.

“I’m just choosing the conversation to happen online.”

www.depasquale.com.au

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