Reader Input: Should Corporations Have a Chief Blogger?
A reader recently sent me this article, Virtual reality: Chief blogger title catching on with corporations, from Financial Week. The reader stated that he thought I’d be interested in it.
The article is a discussion of the recent move that several large corporations, such as Kodak, have made to create a chief blogger position.
The new job title echoes a post that I wrote over a month ago on The New Web 2.0 Careers. (While I didn’t specifically mention the chief blogger job title, I did point out that companies are likely to start hiring somebody to manage their online communities.)
Personally, I think the trend towards corporations having a dedicated person to handle their social media marketing needs is prudent one. Web 2.0 is a growing force in today’s marketplace and those companies that don’t embrace it will be left behind.
The Financial Week article rightly points out that the focus for such a job should be inclusive of all social media and not just blogging. The article also mentions a drawback of such a position - the chief blogger can become a lightning rod for controversy. It rightly points out that, in a corporate environment, managing social media can be a full-time job.
The chief blogger position, or whatever a corporation wishes to call it, is a natural extension of an organization’s marketing or public relations department.
In terms of the job putting the chief blogger in the position of a lightning rod during controversy, hasn’t that always been a problem for public relations departments?
What’s your take on the trend of corporations designating chief bloggers?
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