19 replies
  1. Eric-Oliver Mächler
    Eric-Oliver Mächler says:

    “Someday I might come back to the blog, but the world has moved and it is on social media.”

    I believe this quote is not smart. In fact, I would think it is the stupidest thing I have read in a long long time.

    While Scoble may be a guru in the US regarding social media, this quote makes him come across as one of the #neuland or newbies to social media.
    Does he prefer playing in a fenced garden like Facebook, or is in it for the long haul?

    • Urs E. Gattiker
      Urs E. Gattiker says:

      Dear Eric

      Thanks so much for your comment here.

      Well, Robert Scoble sells himself and Rackspace. He has been known to recomment the use of certain tools in the past. But some of these are gone today

      I don’t think that Facebook will be gone quick. Nevertheless, having a conversation on Facebook is a bit hard.
      Imagine talking about your marketing strategy or financial results in a Facebook post. Maybe in a Facebook note…. but will anybody find it in a month whilst searching?

      For corporate communication: Facebook is a flash in the pan…. it takes a few hours max and then its history.
      Effective right now to reach people (maybe – but 0.03 of your followers see your post… not highly effective, is it?).
      But in a day or two nobody will find it on your Facebook any longer!
      In fact, if you search and it is a Note on Facebook (not a post) one can usually find it… but Google Plus lists higher (of course :-) )
      ===> https://plus.google.com/+UrsEGattiker/posts/UimXZyMumfX (example of a shitstorm on Facebook)

      I urge blogging CEOs to continue blogging. If need be, have a ghostwriter (but the good ones are expensive). Most important, make sure you come across as real…
      SEE Bill Gates who has more resonance on his own social media activity than his foundation with its blog, etc.

      People want the real thing and not a carbon copy. That is true, even if it is not perfect (typos on Bill Gates’ blog, for instance).
      Even if you have a great ghostwriter, Presidents like Reagan or Obama come across best to the TV audience, if they share off the cuff remarks…
      But these were not part of the script they had to read from :-). Surely, their ghostwriters are pros…. but the real thing is always better!

      Eric thanks for sharing.

      • Eric-Oliver Mächler
        Eric-Oliver Mächler says:

        Dear Urs
        OK, yes of course Scoble is a great salesman, BUT

        To be a great Salesman, has nothing to to with understanding what social media and blogs are.

        Btw: I never said that Facebook will soon disappear.
        I just meant to communicate that what is the difference betwee blogs and social media?
        For me, blogs are part of social media and not a complete other thing….
        What about you, Urs?

        • Urs E. Gattiker
          Urs E. Gattiker says:

          Lieber Eric
          I am not sure but I believe both Facebook and Blogs are part of the social media space.

          We probably also agree that both can foster a dialog. Although on Facebook, dialogs are bursts of words strung together… that do not always make sense to the uninitiated (i.e. abbreveations, slang, etc.).

          So you and I agree that they are both part of social media and not completely different things.
          However, I still believe long-term your own webpage or blog makes much more sense then a Facebook page.

          Have a great weekend.

  2. Gerry
    Gerry says:

    I have one Blog that is missing.

    Peter Brabeck-Letmathe from Nestlé has a “Water Challenge” blog.

    The link is: http://www.water-challenge.com/default.aspx

    I think it is styled a bit funny, like the writing not being for online reading… neither headlines / titles nor bold text. But it has interesting and sometimes quite personal material.
    Maybe you should put it in Urs.

    • Urs E. Gattiker
      Urs E. Gattiker says:

      Dear Gerry

      What a great example you pointed me to.
      Thanks so much for putting forward this blog. I surely did not know about the one from Peter Brabeck-Letmathe, Chairman Nestlé SA.

      I find his motto particularly interesting as taken from his frontpage, namely: “Welcome
      I hope this blog will create discussion about the important issue of water use and availability around the world.
      Your comments and views are very important and I encourage you to help me build and develop the conversation.”

      Most importantly, he is trying really hard to do what he wants, get the conversation going. In turn, he answers almost EACH comment left by a reader. His style is clearly personable and unlikely written by an assistant.

      See: Water overuse

      Your comments and views are very important and I encourage you to help me build and develop the conversation. Peter Brabeck-Letmathe

      I find this very impressive. Also who comments on the blog of course. This man is having some kind of influence, would you not agree :-) But who is surprised.

      A few things could be done better, I tell him what next time I have the privilege of meeting Petzer Brabeck-Lethmathe again. Or we do it over the phone :-)

      Thanks Gerry for pointing this one out to me. And to all other readers, please keep these blog URLs coming, I will enter them all into our database.

      • Urs E. Gattiker
        Urs E. Gattiker says:

        Dear Gerry

        To make this obvious why I like this blog – probably like you do :-) is that Peter Brabeck-Lethmathe leads by example.
        He wants engagement from his readers. But as our data show, without answering readers’ questions or comments, how can you expect them to ever come back and do it again?

        So he takes the time to answer each comment he gets.
        His blog also illustrates nicely, that if you want to do blogging the right way, it takes time. In other words, blogging effectively is not scalable….
        Take the time. If you do not, things come across stilted or vetted (see Microsoft CEO’s tweets ullustrating this problem). If you are no longer authentic, however, readers will loose interest.

        Also if you fail to answer reader comments, the chances are that they will not come back and try again. Instead, Peter Brabeck-Lethmathe shows that he values their engagement, rewarding them with a thoughtful answer.

        Keep on trucking Peter !
        Do not talk about it is Peter Braceck Lethmathe's motto... move from broadcasting to engagement... lead by example.

  3. Urs E. Gattiker
    Urs E. Gattiker says:

    Here is another WEF Davos CEO that blogs, at least regularly on the ONE CEO – Dave Elliott.

    He blogs from time-to-time about issues of interest to the ONE campaign (a not-for-profit group) addressing issues of concerns to Africa. As the Twitter account states:

    “ONE is a campaigning and advocacy organization of more than 6 million people taking action to end extreme poverty & preventable disease, particularly in Africa.

    Dave Elliott – the benchmark report

    Here is a screenshot.
    Blogging to reach out for the ONE campaign

    • Urs E. Gattiker
      Urs E. Gattiker says:

      Here are the data for Peter Brabeck-Lethmathe‘s Blog – the Chairman of Nestlé

      The Water Challenge

      What the numbers show is that it is moving upward (see top charts – use above link). But there is room for improvement. He needs to look at our weekly performance report for his blog and he gets the tips that he can easily put into practice.

      The Water Challenge Blog - how well does it engage its readers? The numbers.

    • Urs E. Gattiker
      Urs E. Gattiker says:


      Thanks so much for this interessting link for Christine Lagarde’s blog entries on the IMF staff blog.
      Of course, we should not have forgotten to include that one. But currently, this is how it happens:

      1. People add their blog themselves. But in the case of CEOs this happens rarely but it does. Two did from WEF Davos itself after we posted something on Twitter.
      2. People like you provide us with the link by e-mailing or via a commentary like you did here.
      3. I come across one of these blogs and enter it.

      Once it is entered we still have to look if the data is collected correctly by our crawlers. Some hard work that sometimes is when things do not get back to us 100% accurate. Then we have to tweak these crawlers… :-)

      Here is the blog link for Christine Lagard’s blog entries – just click

      I will let you know as soon as we have data from this blog. Thanks

  4. Private Vouchers
    Private Vouchers says:

    Dear DrKPI

    I am really glad to read this blog post. Interesting to see how CEOs who attend WEF Davos blog.

    Some do it better, some do it worse. What surprises me is how few of them get reader comments.
    Do you care to guess what might be the reasons for this?

    Thanks for providing such statistics.

    • Urs E. Gattiker
      Urs E. Gattiker says:

      Dear Laurie

      Thanks for stopping by and writing a comment. I am not sure how I should answer you here. But here are my five cents:

      1. Overnewsed and underinformed: People browse things but do not take the time to read an entry fully…. so commenting is dropping.

      2. Fewer comments with corporate blogs: Commenting on these type of blogs was low and is becoming lower. Why? Possibly that people have discovered that engaging with one’s better or having a dialog with the CEO is less fun that it once was.
      PS. If there is a comment so rarely, CEOs fail to reply. The Néstlé example above is a laudable exception.

      3. An authentic story is a must: People want interesting material in a personal voice. Sometimes CEO and corporate blogs are not personable at all. Instead corporate speak is the norm and everything is vetted by corporate communication and the compliance office. These texts are often about the company and product but fail to address problems clients care about from the CEOs perspective.

      Laurie, I hope this is a partial answer at least to your question. Thanks for reading.

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