Blogging And The CEO

The blogging CEO is not a new creature in the internet landscape – some members of the blogging CEO club have diligently posted since the days of the dot-com bust.

But as more and more companies embrace the web as a key marketing tool, an expanding number of top execs stepping up to vent their spleens on everything from the challenges of leading a large corporation to musings on the mundane.

Here’s a rundown of some of the best CEO blogs; take some inspiration from these visionary leaders if you’re thinking of starting your own executive-level blog.

Jonathan Schwartz, Sun Microsystems
One of the oldest and most comprehensive CEO blogs, Schwartz posts insightful, well-written and even, dare we say it, entertaining entries. His focus on developing great products for Sun’s customers shines through in every post.

Posting frequency: Once or twice a month

Bonus: Easily visible and comprehensive list of links to downloadable Sun products and other promotions.

Mark Cuban, Owner, Dallas Mavericks
Cuban isn’t technically a CEO, but he’s large and in charge – and full of opinions on everything from the business of sports to HDTV adoption.

Posting frequency: A few times a week

• CNBC.com's Sports Biz With Darren Rovell

Bonus: In a recent entry, Cuban reminded readers that the average lifespan of an unflattering news story is three weeks, while the average lifespan of a piece of good press is three days. Good advice if you’re thinking of entering the internet fray as a blogger to combat bad press – as Cuban himself did.

Dave Kellogg, Mark Logic
Kellogg, CEO of startup Mark Logic (which is developing XML server) has been blogging since 2005 on everything from business plans to XML database development.

Posting frequency: At least once every business day, usually by 8:30 am Pacific time; sometimes Kellogg posts two or three posts over the course of the day.

Bonus: If you’re a tech exec interested in database development, this blog is chock-a-block with info on the latest developments search paradigms.

Bill Marriott, Marriott International
Marriott discusses business developments (including the recent renovations of this hotel chain’s major properties) and his pet interests (education, health care and the environment). A great example of how to achieve a blog with the perfect mix of content that touches on both the personal and the professional .

Posting frequency: Weekly

Bonus: Marriott International recently revealed that reservations booked through links from Marriott’s blog accounts for almost $1 million in room revenue. So yes -- CEO blogs can provide a quantifiable ROI.

Mike Critelli, Pitney Bowes
Critelli, the executive chairman of Pitney Bowes, is a very prolific and outspoken blogger; like Marriott, his well-written posts also illustrate a great blend of the personal the professional. In recent weeks, he’s hit on topics ranging from governmental issues to the environmental impact of direct mail.

Posting frequency: A few times a week

Bonus: In a recent post, Critelli illustrated his life-long interest in the promotion of financial literacy through a string of anecdotes concerning his long history of thriftiness, reaching back to a set of second-hand golf clubs purchased at a Salvation Army outlet.

Now that you’re full of inspiration – need a few more pointers on getting your own blog off the ground? Check out a podcast of a panel from the 2008 Milken Institute Global Conference on the pros and cons of CEO blogging. Or, take pointers from productivity guru Merlin Mann (43 Folders) on how to generate compelling content for your new communications mouthpiece.

• Greenspan, Buffett & Anonymous: Fall's Must Reads

Michaela R. Drapes is an editor at Vault.com. She graduated from the University of Texas at Austin and has degrees in radio/TV/film and English. Before joining Vault, she was an editor at award-winning business publisher Hoover’s Inc. and covered an array of industry sectors, including pharmaceuticals, amusement parks, real estate, and international banking and finance.