We caught up with Professor Paul Argenti of the Tuck School at Dartmouth at the Arthur Page Society meeting in Manhattan. The Beet got his take on the appropriateness of corporate blogging.
According to Paul, the value of a blog authored by a senior exec is problematic; an exec at a high level with a blog is going to have to adhere to some of the basic tenets of blogging – namely that they should have something to say beyond touting their companies assets or regurgitating press releases, and they need to be prepared to offer a response to their readers, clients, and target audience. These are two of the hallmarks of the blogosphere – personal content/something to say and a dialogue, and any company that wants to use the blogosphere as a platform for their company via an employee-authored company blog, needs to keep that in mind. It’s respecting the rules of the game.
(Tuck School of Business at Dartmouth is a client of Plesser Holland, publisher of Beet.TV).
Coporate Blogging, CEO Blogging, Corporate Communications, Dartmouth, Paul Argenti
