Executive blogs have the potential to be a genuinely powerful communication vehicle, but in our experience from countless intranets, they seem to frequently miss the mark. Here are a few observations which will help you improve the impact of blogging in your organisation. Thanks to @neil_jenkins for additional materials.
Observations from failing blogs
Tend to be about the execs, but rarely by the execs resulting in a loss of important credibility. Readers need to believe that the words come from the purported author.
Often an extension of other internal communication routines, resulting in them covering somewhat similar materials to internal news briefs or worse, press releases. Blogs are unique vehicles and should carry unique materials.
They read like a diary (unsurprising given that’s often how they’re created). The result is that they often read like your children’s holiday report back (“on Monday I did…. On Tuesday I met with …”)
They never ask for feedback from the employees. Lacking feedback loses one of the main contributors to a successful blog. A CEO’s blog is a virtual conversation with employees and we all know conversation is a two-way street.

William Amurgis
Director, Internal Communications, American Electric Power:
