Update 2016-01-17: WEF Davos 2016: Top 100 CEO bloggers
Summary: We rank the top management-level bloggers.
We also discuss, why Sheryl Sandberg and Eric Schmidt could ask Marissa Mayer for some blogging ADVICE.
This is the second blog post about WEF Davos 2015 (see WEF Davos # 1: Benchmarking efforts).
PS. 2015-01-25 ==> Don’t forget to scroll all the way down and read the comments ==> Peter Brabeck-Lethmathe blog, etc.. See Peters data for his blog.
Another DrKPI Benchmark: Top 100 Style Bloggers in Deutschland
Of course, the World Economic Forum provides CEOs with a great platform to push their pet projects. Eric Schmidt will talk about his Google Search and #endtrafficking project. We all hope that it will continue to be refined and improved, contrary to what happened with the #bigdata one on Google Flu Trends or earthquake monitoring.
One of CEOs’ most common and valuable skills is burnishing their own profile, so many love mixing with world leaders at the World Economic Forum (WEF) in Davos, Switzerland. Folks like Yahoo’s Marissa Mayer have even managed to cultivate an image as a fashionista, hanging out with Anna Wintour, editor of American Vogue – although she’s definitely not in Davos.
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What is of interest, of course, is who uses these social media tools – besides the technophiles – so we did a quick tally. Here are some current and former head honchos attending Davos that are regular bloggers:
– Marissa Mayer, President and Chief Executive Officer of Yahoo is probably the most famous blogger.
– Bill Gates has a very interesting blog (cf. Bill & Melinda Gates Foundation blog),
– Jim Yong Kim has his own blog at the World Bank,
– Winnie Byanyima blogs on Oxfam’s site, and
– Guy Ryder blogs about three times a year on the International Labour Organization (ILO) Blog.
Sheryl Sandberg‘s effort with her book and association Lean In is admirable. However, her last guest post on the organization’s blog appears to have created limited resonance with readers and members.
Some tech luminaries attending the WEF are not active on the web. For instance, Jimmy Wales from Wikipedia has a latest blog entry that dates from 2012.
Others try a bit, or give up in between. We have a few examples below.
Of course there are a few more CEOs who either start using Twitter or become active again once they become CEO, such as Mary Barra (General Motors).
Other business stars attending Davos neither blog nor use social media:
Some corporate websites require one to do some real diggin in order to find the dirt or information on the CEO. Other CEOs have even managed to make it near-impossible to find their bio anywhere online.
Quiz: Do you know when Richard Edelmann started blogging? Find out below!
Ranking CEO (top management) bloggers for WEF Davos
Of course, it would be interesting to know whether those CEOs attending Davos who blog do well in comparison.
A few bloggers have created their own ‘who to follow’ lists. Unfortunately, most of these are not for blogs. Others use Klout to rank CEOs on social media. But your Klout score suffers from two problems:
1. The score is real-time instead of cumulative. You must constantly tweet or your score plummets. Is that measuring influence? Not so much.
2. How the scores are put together is anyone’s guess. How one can use this score to hire a speaker, employee or trainee is a mystery to me.
For this reason we publish our DrKPI Benchmark: Top 100 CEO Bloggers (find more on the website).
There are various things we can learn about these CEOs’ blogging style, such as:
1. Does the manager get some type of reader engagement (e.g., comments AND author replies)?
2. Does this published content create resonance on the Internet in the form of social sharing?
We discuss some of the data we collected for CEOs attending WEF 2015, as well as others.
Conversation is not easy
The map below shows that conversation levels for the CEO blogs that we analyzed are relatively low. Few CEOs get reader comments, some do not even allow them. If they do, the comments are often very short. In 93 percent of the cases, the CEO blogger does not reward a reader comment with a reply.
Of course, we all know that a conversation happens only if we do not try to monopolise it. Instead, we need to listen, as well as reply to the other person. Without listening, we do not have a conversation, but a monologue.
The US, Sweden, Netherlands, and UK have some of the lowest levels of conversation going for these CEO blogs. France, Italy and India do much better.
As the above graphic shows (see also below), many management bloggers have difficulty with engaging their readers in a conversation. However, some – like Marissa Mayer – do not even enable comments. All one can do is like the post.
As the map below illustrates, in Germany, content from CEO blogs is rarely if ever shared (blue color). Brazilian and Indian counterparts do better with getting their content shared on social networks such as Pinterest or Twitter.
Nevertheless, the above illustrates that social sharing of blog content from CEOs is limited in comparison to fashion blogs, for instance.
The table below is of interest insofar as most CEO blogs seem to struggle with achieving reader engagement. There are remarkable exceptions, however, such as:
# 1 – Richard Branson, Virgin – Score 75
# 4 – Dallas Mavericks owner Mark Cuban – Score 100
# 5 – Heidi Cohen (micro business) – Score 63
# 8 – Marissa Mayer, Yahoo! – Score 47 (just from likes, since she does not allow comments!)
# 12 – Brad Feld, Foundry Group – Score 65
# 14 – Elon Musk, Tesla Motors – Score 68
The top score is 100 in each sub-category (see above list of CEOs – Resonance and Influence). Below I show you the complete list of TOP 100 CEO BLOGGERS.
Recently I read a note by Robert Scoble:
“Someday I might come back to the blog, but the world has moved and it is on social media.”
We might disagree about this. For starters, Facebook and Twitter all represent fenced gardens. Accordingly, the provider makes the rules. You abide by them or you must leave. Moreover, since many CEO blogs get much of their traffic from search engines, going to Facebook might not be the solution.
What works for Mr Scoble with his chatty and funny style, may flop for CEOs. As well, social networks come and go (remember Second Life, Baboo and others, all extinct or a shadow of their previous selves). Therefore, the corporate website and / or blog is still a more viable alternative. You set the rules and decide what gets posted. Plus, you keep the copyright.
However, when you decide to blog as a manager, please do these three things:
[su_box title=”CEO bloggers: Ropes to Skip” box_color=”#ff9900″ title_color=”#ffffff”]
1. Write your own blog entries: By all means, let an editor go over it. But your voice is the one that readers want to read, not your assistant’s!
2. Don’t think you are special: What you share in your blog or on Twitter should matter to your target audience! I, for one, do not care that you rode the train to and from WEF Davos, honest.
3. Dialogue is not monologue: If nobody responds and comments, how do you know anybody cares about your content? If they do, respond politely, and ADD value. And yes, getting comments is hard (don’t I know it).
Do you agree with these points? Write a comment below to have your say, and please join the conversation!
Quiz Answer: Richard Edelman started bloggin in September 2004, and is still going strong! We could share a few insights about his blogging style and what he might want to improve after 10 years. Next time… :-)
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Please: I am asking for your help
1. Who is your favourite CEO blogger? Let us know in the comments below!
2. Do you read a CEO blog that stimulates great engagement?
3. What other blog should we add to our list of 1,000 top management blogs (just add the link below, we do the rest).
Thanks so much for being willing to share your insights!
This post is also available in: Englisch