No More CEOs - A Tour To Small Business Bloggers

A lot of discussion on CEO or executives blogs right now, I think. It's very well illustrated by the focus on the CEOBlogsList which many, including me, has pointed to.

But exactly how exciting are those blogs, really? Some are of course, no argument there. But take a look at for example Jonathan Schwartz's blog. Is there anything which he shouldn't have said in an interview or as a conference speaker? I don't think so, and in that I include the the post that supposedly got the market interested.
And that's what we can expect from executives blogs. We will now and then hear that "this is not controlled by the PR folks" but remember that these guys are the PR folks' bosses. Whatever it is that the PR departement is believed to be doing to business bloggers, they're doing it because the executives tell them to.

I don't want to sound all too negative. CEO blogs could be effective corporate communications. But I felt like having a reminder about what business blogging in a smaller perspective can be like. Here's parts of my tour to small business bloggers in Europe.

  • A giant wooden box is coming to my hometown Malmö today! It's the Danish Aarstiderna (they deliver ecological fruit and vegetables to their customers' homes) who is marketing, and blogging about, their services.

  • Via the Opportunity Wales blog I find that a small project has received £2000 to help set up an e-mentoring and safe Internet skills programme for disadvantaged young people.

  • Heading over to Germany, I find a secret tip on "Gurkenschnaps" (cucumber liquor) from Café Abseits. If I had been in Bamberg I could have enjoyed Griess Kellerbier, the beer of the month, as well.

  • Passing through Vienna, where people can follow the progress on a construction site, I end up back home in Sweden where a small web design company gives their clients advice on choice of browser.

    Conclusion? None. Just establishing the fact that business blogging is a lot more than CEO blogs, which we knew, and that not-so-hyped bloggers often create more compelling content. Which we knew...?

    Posted by Fredrik Wackå Tuesday, August 24, 2004
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