The Boss Should Blog Internally
By the way (see my previous post), there's a lot of interest in CEOs blogging. We have the club and the list for example.
Personally I don't think that CEOs - or C(whatever)s - are the most exciting bloggers. Richard Edelman's Speak Up is, well..., not very exciting. Sun's Schwartz writes more openly and authentic, but not very often. Just to mention two examples.
Blogging CEOs of large corporations are important. They draw attention to blogging. But I think that there is too much attention on external blogs when we talk about CEOs and blogging. Don't you think that their really valuable contribution would be to blog internally?
Think about Microsoft. Sure, if (when?) Bill Gates starts a blog I will link to it. I will subscribe to it. So will thousands of others. But can he achieve something out here that Scoble and the other Microsoft bloggers aren't doing already? Maybe, but not necessarily. And I think that goes for many companies - but internally, CEO blogs can deliver qualities in terms of the "cultural leadership" organizations hunger for.