Michael Hyatt tells a story of meeting with another publishing CEO regarding blogging:
He asked, “How do I get started blogging?” My heart lept (sic). I knew he would have an instant audience. I, for one, would love to read what he had to say. I imagined all kinds of things I could learn from him.
Then he dashed my hopes. “Who do you use to ghost write your blog?” he asked.“Excuse me?” I choked.
“I mean, who do you use to write your blog? Could I possibly hire him or could you recommend someone that is really good?”
Honestly, I couldn’t believe what I was hearing. The guy obviously did not get it. I blurted out, “I don’t use a ghost writer. I write every word myself.”
He then said, “Oh, I couldn’t possibly do that. I don’t have the time.”
Without thinking, I said, “Then you shouldn’t do it at all.”
The worst thing you can do with blogging or Twitter or social networking of any kind is to set it up and then make someone else do all the work for you (the second-worst is to begin something and then let it lay fallow). Engaging with people on the Internet and within social media spheres is about making personal connections, not about being a company mouthpiece. Read through Mike’s quote up above: he recounts his anticipation of another CEO from a large publisher actively blogging about what he finds interesting and what he can share about the industry and his unique position.
He’s then very disappointed at the impersonality of his peer’s request. Why? Because he was looking to make a connection. To learn and grow within the industry by reading what someone else has to say—and to engage in conversation.