If we’re going to be exploring social media (as promised in my very first blog post), then there’s one topic that’s inevitable – and that’s the discussion of blogs. Most important, are blogs the outlet for you (To blog or not to blog, that is the question)? It’s certainly one medium for you to share all the important things you have to say to your customers and get the increased exposure you’re looking for.

Recently Exec Digital had the opportunity to speak with Dave Hitz, co-founder of the multibillion dollar software company NetApp. He’s also an avid blogger. Hitz writes his own blog and is part of the new wave of CEOs who are speaking for themselves on their own sites.

When asked what he felt was vital for a CEO to do when blogging, Hitz replied, “I think honesty and sincerity are absolutely critical in blogging. If you are going to fake it, don’t bother.”

Well, it looks like you have that piece of advice covered, since you’re already writing about an industry you know personally, professionally and intimately. Needless to say, you won’t have to fake it.

Marketing Guru, Seth Godin, however, has some very specific advice for would-be executive bloggers, “Blogs work when they are based on: Candor, Urgency, Timeliness, Pithiness and Controversy…Short and sweet, folks: If you can't be at least four of the five things listed above, please don't bother. People have a choice (4.5 million choices, in fact) and nobody is going to read your blog, link to your blog or quote your blog unless there's something in it for them. Save the fluff for the annual report.”

Assuming that Seth Godin’s words of wisdom haven’t totally scared you off, I’ll keep going.

I’m aware that many of you rarely have a free moment to blog, and Hitz has a great alternate idea: become a guest blogger (hey, why don’t you get your start right here on The Exec Digital Connection? Email me if you’re interested, we’d love to have you.).

As the CEO blog debate continues and you weigh out your options, take some time to peruse what your peers are talking about. Here’s a few of our favorite CEO bloggers:

Dave Hitz of NetApp

Jonathan Schwartz, “Jonathan’s Blog” — CEO of Sun Microsystems

Bill Marriott, “On the Move” — CEO of Marriott International

Mike Critelli, “Open Mike” — executive chairman of Pitney Bowes

Robert Lutz, “Fast Lane” — GM vice chairman

Paul Levy, “Running a Hospital — CEO of Deaconess Beth Israel Hospital

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