I talked to our local top elected official the other day and he mentioned the need for hiring a communications manager for his administration. I suggested he should start blogging. Myself?! he said. Yes, I said. Why not? I don’t have time for that.
I told him about Naked Conversations and the increasing number of CEOs of large corporations who are blogging. No way, man. There’s no way a CEO of a big company is going to take the tiime to blog.
On first take, his comment makes some sense. It seems quite clear that he neither reads blogs normally nor pays much attention to the blog world. So his perception, as a lot of others, is that only 22 year old guys sitting with their baggy pants hanging down to their knees, are reading blogs during the few hours of the day when they’re not too bleary from whatever substance they choose. Why would a CEO take precious time out of his or her day to blog when they are talking to the videogame crowd.
So I bought the elected official a copy of Naked Conversations. My perception is this. Blogging may not reach the masses that the newspaper or TV or radio still does. But the blogosphere’s influence is far greater than its readership would indicate. The mainstream media (msm) is one reason. They pay attention to blogs. If the county executive were to start sharing his thoughts on a daily basis about the issues facing the county, I’ve got a pretty good idea that the political reporter at the local daily would likely get an RSS feed pretty darn fast.
And the others in the community who would over a period of time sign up for the feed or visit the blog site would be those people who have a high level of interest in the issues. And it is those people who are most influential over others. If I said, here was a way you could communicate directly and personally with the 200 people who will most influence how the rest of the community feels about you, wouldn’t you jump at the chance. Would that be worth taking ten minutes out of your day?
What is the job of a CEO or elected leader? Isn’t it communication primarily? My guess is that a CEO or elected leader right now spends about 80% to 90% of their day communicating. This wouldn’t take up more time. It was actually save them time because of the high efficiency of communicating directly to those people who really care what you have to say.
If you’re a CEO or elected leader, it’s time to give it some thought.