Management 2.0: a primer on blogging for executives

Abstract

Purpose The purpose of this paper is to examine how corporate executives of companies are using blogging as a new communications channel. Design/methodology/approach The paper presents an overview of the blogging phenomenon, placing it in context of the larger growth of Web 2.0 and user‐generated content. The paper provides the reader with a primer on blogs and how they can be used effectively by executives, as well as looking at the importance of monitoring the blogosphere for what is being said by and about a company. Findings Over 50 corporate CEOs were found who are presently engaged in blogging. The research also identifies companies where employees have been fired for blogging and presents best practices in blogging and blog policies. Research limitations/implications The principal limitation of the research is that as blogging is a rapidly growing and evolving area, the present results on executive blogging are accurate only for the moment. The implications of this research are that it provides the foundation for surveying not only the status of blogging by managers but also an agenda for blogging research, which might examine blogging behaviours, develop blog metrics and look toward the return on investment of blogging. Practical implications The paper reveals the benefits of managerial blogging for both the company and the individual. It also examines issues concerned with human resources, financial disclosure and policy development that have arisen because of the rise of blogging within companies. Originality/value The paper represents a timely review of a rapidly evolving social network and its associated communications technology, providing both management practitioners and academicians with insights into managing in a new age.