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Thought leader and corporate blogging

Thought leaders genuinely influence others by creating, advancing and sharing ideas, writes Puneet Mehrotra.

business Updated: Feb 01, 2006 19:48 IST

Believe it or not corporate communication has moved into a much evolved slot in this age and time.To blog or not to blog isn't a question any longer. The question is how to use the corporate blog to effectively deliver the message.

According to CNN.com, as the size, scope and influence of weblogs continue to proliferate, business managers are faced with an increasingly important question: how to make your voice heard above the crowd?

According to a research project conducted by Pew, there will be 34 million weblogs -- or blogs, as they known for short -- by the end of 2005. These blogs range from the completely ignorable to the regularly consumed and widely trusted.

According to Elise Bauer of elise.com, trust is built on reputation and reputation is generally not built on advertising. It is built on what others say about you. Become a thought leader in your field and it won't matter as much how big you are. Companies will look to you for insight and vision. Journalists will quote you, analysts will call you, websites will link to you.

I agree with Elisa but what really makes a thought leader?

Elisegoes on to say a thought leader is a recognized leader in one's field. What differentiates a thought leader from any other knowledgeable company, is the recognition from the outside world that the company deeply understands its business, the needs of its customers, and the broader marketplace in which it operates.

There are just a select few thought leaders in every industry and field of study. Thought leaders genuinely influence others by creating, advancing and sharing ideas. Their objective is to help,to lead others. Thought leadership is about revolution where the leader is able to influence others.

Thought leadership traits

1.Ability to connect

A corporate blog is a conversation the company has with its customers. A thought leader needs the ability to connect to its customers. Remember its a two way conversation and the better you connect with your customers, the better the influence.

2.Honesty

In an information world its easy to distinguish a pseudo from a genuine expert. Corporate blogging isn't some cover-up exercise. It's about an honest expression, something the readers would genuinely trust and believe.

3.Individual creative signature

Thought leadership through corporate blogging is your creative expression. Your individual creative expression that distinguishes you from others, your unique signature.

4.Sharing

Thought leadership is about sharing your thoughts to guide, lead and influence your audience. It's about a conversation where the objective is to help others.

Examples of thought leader blogs

Richard Edelman's blog (edelman.com)

Richard Edelman is the president and CEO of the world's largest independent public relations firm with 1800 employees in 40 offices worldwide. Edelman is a leader in public relations.

The Mark Cuban Blog (blogmaverick.com)

Mark Cuban, in addition to his ownership of the Mavericks, is an active investor in leading and cutting-edge technologies and continues to be a sought-after speaker.

Bob Lutz, General Motors Vice Chairman(fastlane.gmblogs.com)

The FastLane blog is the source for the latest, greatest, musings of GM leaders like Bob Lutz.

Puneet Mehrotra is a web strategist atwww.Cyberzest.comand editswww.MidnightEdition.comyou can email him on puneet@cyberzest.com

First Published: Feb 01, 2006 19:48 IST