Management 2.0: a primer on blogging for executives

Purpose – The purpose of this paper is to examine how corporate executives of companies are using blogging as a new communications channel.Design/methodology/approach – The paper presents an overview of the blogging phenomenon, placing it in context of the larger growth of Web 2.0 and user‐generated content. The paper provides the reader with a primer on blogs and how they can be used effectively by executives, as well as looking at the importance of monitoring the blogosphere for what is being said by and about a company.Findings – Over 50 corporate CEOs were found who are presently engaged in blogging. The research also identifies companies where employees have been fired for blogging and presents best practices in blogging and blog policies.Research limitations/implications – The principal limitation of the research is that as blogging is a rapidly growing and evolving area, the present results on executive blogging are accurate only for the moment. The implications of this research are that it provide...