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]

Related posts:

1. “Just Effing Do It: 8 Steps To Writing Better Blog Posts”
2. “Amazon PR Tries to Dam the River of News; Flood Ensues”