Getting your CEO online and blogging can be hard work, so the important thing is to focus on getting the basics right, Exterran Communications Manager Susan Nelson argued at a recent conference. Make sure your executives commit to producing a certain number of posts per week, Nelson suggests, and work with them to produce content that reflects them at their most relaxed and confident. Don't overthink things: It's fine to let the rest of the executive team sign off on blog posts, but don't get caught in endless rounds of drafts and redrafts, she suggests.

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