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The New New Media

by Chris Gilbey at 02:38AM (EST) on November 15, 2005 | Permanent Link | Cosmos

PR Week and Burson Marsteller have just released a report on CEO's and blogging.

Just 7% of CEO's are blogging. and a majority are skeptical about blogs... however a majority of CEO's think tha they are useful for internal (59%) or external communications (47%). 18% of CEO's in the US are planning to host a company blog in the next two years.

"Most CEO's are still a wait and see mode when it comes to blogs mainly due to time limitations and concerns about what they can say publicly, according to Dr Leslie Gaines-Ross, Burson-Marsteller's chier knowledge and research officer.

Well, I can sympathize with this feeling, particularly with the incredible pressure that Sarbannes-Oxley puts on CEO's and boards of companies. But the fundamental issue is this: whether the CEO blogs or not, the employees are, the employees' wives/husbands and girl friends/boy friends - partners, friends are...

And guess what - they are not constrained by Sarbannes-Oxley at all. So the question is the same as it was in 1995 about whether to have a web site or not, except that this time it's on steroids. You can not afford to ignore the blogosphere. And you can not afford to ignore podcasting. The advent of personal ambient media is with us and it is set to explode. This will absolutely change the media and entertainment landscape. It doesn't matter how established the brand or the enterprise, you have to be in this space. Rupert Murdoch figured it out - and now owns My Space... small in revs at the moment but vast in influence. Possibly going to be the next big thing in driving youth demographic consumerism. What will be next?

Keywords: marketing, internet, blogs

Technorati Tags: marketing, internet, blogs

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Comments

Re: The New New Media

by Richard McKinnon on Tue 15 Nov 2005 07:34 AM EST | Profile | Permanent Link

A blog is not a fad. Nor is a CEO blog a luxury. Sceptics still think its all PR spin and hype. And yes, for some it may start out that way for some. But a CEO blog either becomes authentic and valuable or gets trashed. So blogs are increasingly a part of company and CEO lives. And the numbers tell you that CEO blogs are about to double; around 20% is probably a critical mass when every CEO starts thinking they had better start understanding blogging. And doing something about it.

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