Today’s “always on” executive faces one heck of a conundrum: Between running from meeting to meeting, speaking at all the hottest tradeshows, and making million dollar decisions, where do they find the time to tweet, qik, write blog posts, superpoke competitors on Facebook, or read and reply to blog posts?
In many cases, the executive doesn’t have time and the onus falls on her admin or the Marketing, Comms or PR teams. Instead of ghostwriting, however, we should become facilitators of conversation. Before we get into our opinion and share tips, check out some of thoughts we received from you on Twitter.
We asked you: How much blogging and tweeting should admins do for their execs?
(Click to Enlarge. Note: Tweets are in Reverse Chronological Order)
The Results:
- A Strong Majority said: None! Social Media is about transparency. Execs should be in it to win it
- A few said: A small percentage of the time, but only status updates for small tasks–NOT full posts or “insight”
- Even smaller said: It’s ok if there is full disclosure.
In traditional PR, we often draft responses for our clients and then give it to them to add their personal touches. Although a little part of me dies each time, we do write quotes in Press Releases for clients who may not have the time to draft them themselves. But, as many of you noted, for me social media is about being transparent and authentic–somewhat raw and more “complete” than traditional methods of communications. On the other hand, when I’m crazy busy, my social media creation declines so I can only imagine the difficulties execs face. So what’s the compromise.
My favorite response came from Cathryn Hrudicka (@creativesage): “Depends on situation—I like execs to draft own posts. I edit or coach them toward final post—authentic voice for blog, etc.”
As advisers, we have to steer our clients towards best practices. We coach them on what to Tweet about, when to Tweet, ideas or (very rough) outlines for blog posts, etc. If an admin is manning the Twittersphere, transparency is a must. CNN’s Anderson Cooper’s Twitter profile does it best by disclosing: “written by Anderson Cooper and the show’s correspondents and producers.” (I don’t follow “him” because he doesn’t follow back. Don’t get me started. But it’s a good example.)
What about being a part of community? Or authenticity? That’s where our role as facilitators of conversation comes in.
Tips on How to become facilitators of conversation and not just ghostwriters for execs:
- Monitor key blogs/forums. Send execs 3-5 relevant posts a week (think briefing sheets!). When you send these posts over, send 2-3 posts on which they can comment
- Coach them on comments, particularly focusing on the how–formatting, tone, disclosure. If you need to, draft a rough outline or template but let them add the meat and personalize it
- Shove a camera in their face and ask them one question. Great way to do a fast video blog post or a video comment on blogs that have that capability
- Brainstorm a list of ideas for blog posts. Do this monthly and create an Editorial Calendar so they don’t forget!
- Monitor Twitter and FriendFeed for Tweets or FF Posts that need responses. Again, coach them on best responses
What do you think about ghostwriting? Should it be done? If so, when and how much? Also, what are some ways you help your client without doing it all? Let us know in the comments!
Extra big thanks to everyone who participated in the Twitter Poll today. If you liked what they had to say, follow them: @airiq_p @smileysapana @jkingsbury @gbender26 @bchesnutt @hkremer @Adrigonzo @alliecefalo @marketingMisfit @CreativeSage @Emmy214 @vargasl @HannahESmith @ischafer @MargaretClark @socialmedium @meghanbeattie @naomimimi @lizscherer
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[The above image, keyboard ~ blur by striatic on Flickr, used under Creative Commons]
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As I direct messaged Chris, a few moments ago …
I would like to note that I, @RockinPRGirl, read the question as, “Should execs tweet/blog and how often?” and totally missed the admin. part. Hence, why my answer probably makes no sense.
I do not support the idea of ghostwriting as I feel it’s deceitful. It’s transparency or bust.
Just wanted to clear that up!
Hey Jenn:
No worries. Having followed you for a while and taking into account what others had said in their tweets, I read your response as “once or twice, but only with transparency.” I think your reply cleared that up! Thanks
Chris
Hi Chris,
Nope. I believe that social media is a two-way conversation. If someone else is writing the content for you or interacting with social networks on your behalf, are you truly building relationships?
You’re right, one of the biggest challenges for execs is time. There’s always a lack of time. But, I am a firm believer that if execs can locate the communities and social networks that are most important to them that they can “squeeze” in a tweet here or there or a short blog post. It’s all about changing behaviors and habits…
Nay on admins ghostwriting for execs!
- Deanna
Chris,
Love the points on how to become a great facilitator.
When it comes to the topic if ghostwriting, I’m not a fan. Execs should own their content. However, I agree with @creativesage ‘s comment regarding marketers/PR pros playing the role of a coach and helping refine messages/posts/comments. Their counsel is valuable and they shouldn’t just throw their clients to the SM dogs simply because they place total and complete transparency on the highest pedestal.
Maybe, as a precursor to acting as a conversation facilitator, agencies/PR pros should establish a clear set of expectations for both themselves and their clients regarding blogging/SM? This would create some level of accountability and clear indication of both parties’ responsibilities in the program as it moves forward. Clients/execs would then understand just how deep the SM water is before they jump in and will know exactly where their agency will be to help them along.
“I won’t author a post for you, but I will help you digest your message.”
Glad I could help with the poll.
Brandon
Hey Chris,
I have to agree with the majority of the people from Twitter (sorry I didn’t respond!) The idea of social media is for you to have a conversation with everybody else, not someone on behalf of you to have a conversation with everybody else.
There needs to be total transparency when posting on Twitter, blogs etc. If an exec wants to run a post or comment by someone else for edits and thoughts, that’s fine in my opinion as its good writing practice. But ghostwriting should not happen!
AG
@ Deanna Agreed! Write a tweet from a limo, qik someone you meet at a conference, phone an Utterz in on the morning commute, etc. There is always time to do something, and the tools are making it even easier
@ Brandon Setting expectations is a must. “No, it’s not a 6 month blog for promoting a product, it’s a full commitment.” “Yes, we can draft an EdCal with topics for you, but if you don’t write the posts, we won’t meet our goals and objectives!”
@ Aaron Totally. Transparency and authenticity. are. a. must.
An exec shouldn’t delegate their blog posts or tweets to an admin or PR staffer…unless they want to eventually get caught out and lose all credibility. If you don’t have the time, don’t do it.
Instead, I think the exec would be better off delegating that function to someone on the PR side. Let that person tweet/blog/speak for the company using their own name (in consultation with the exec, of course).
1. Love the use of her.
2. Are executives really superpoking people on Facebook?!
[...] at 04:12 pm | Tagged as: Uncategorized Social TNT blogger, Christopher Lynn, posed the question of ghost writing blog posts. In his scenario, a stressed exec would facilitate the writing of posts, or commenting [...]