Blogging,with,Cisco,Systems,CE communication Blogging with Cisco Systems CEO John Chambers
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Good luck trying to get most executives to seriouslycontemplate blogging. Where am I going to find the time? Isnt thatwhat I pay my PR department to do? Despite such protestations, some of the biggest names incorporate America are bloggers. Consider this quotation from Cisco Systems CEO John Chambers: If youhad told me I was going to [be blogging] three or four years ago I would havesaid, Not a chance. Blogging is now the way I communicate with our employees,almost all video. Chambers remarkcame during an enlightening interview on a McKinsey Quarterly Podcast . His statement is notable for three reasonsthat Ill enumerate and then discuss in a little more detail. Chambers dismissal and eventual embrace ofblogging. His use of video recordings rather thanwritten content. His decision to blog internally rather thanexternally.Lets take pointNo. 1. If you currently see no value or payback in blogging, there are examplesbeyond John Chambers to consider other chief executives who have foundblogging a key communications tool. Among them are Virgin Cos. CEO Richard Branson, tech entrepreneur and Dallas Mavericksowner Mark Cuban, Sun Microsystems CEO Jonathan Schwartz and management legend and former GE chiefexecutive Jack Welch. All of them haveblogs. Whether they manage those blogs or have them ghost written isimmaterial. They still control the message. And take into account that theseare not men who trifle with time-wasting activities. There must be something toblogging if individuals of their power and note are committing their time andenergy. Point No. 2,Chambers chose to use video rather than the written word to communicate withhis people. Its very common, albeit unfortunate, for executives to strugglewith the written word. Video is a handy alternative for those who would rather speakthan write. I have no doubtmany business people nix the idea of blogging because writing is simplyunmanageable for them. Too time consuming. Too difficult. Most of them probablynever considered that blogging can be done by video. (Note that blogging doneby video is sometimes referred to as vlogging.) Take a lesson fromJohn Chambers and factor the video option into your thinking. Remember thatits not unusual for bloggers to use a mixture of writing and video, dependingon the nature of the information they have to communicate in that particularpost. Just remember that even speaking requires some writing. You wouldnt wantyour video statement to be extemporized from start to finish unless youre an extraordinaryspeaker. Jonathan Schwartzuses both video and written text on all of his blog posts. Subscribers have thechoice of watching and listening to Schwartz on video or reading the writtentext of his postings, which appears below the video window. Check out Jonathans Blog. Point No. 3 isChambers decision to blog internally. Much hoopla has been made about thepower of blogging for external marketing purposes and integrating thosepostings with Social Media networks. This is supposed to be the brave new worldof marketing. With all due respect to those aspirations, Web 2.0 technologiesoften pay off faster and bigger when used internally especially at mid-sizeand large companies with hundreds or thousands of employees, vendors, investorsand so on. Many executives areflatly intimidated by the thought of airing their thoughts in public whether bytext or video. Such communication tends to last forever, including thecontretemps. Fair enough. But if youre not communicating internally with yourown employees in some fashion, you might want to reconsider your suitabilityfor the role youve been given. Blogging in writing or by video is anexcellent option for internal communications. On the other hand,blogging externally to customers and other audiences gives you an opportunityto play a role that extends beyond being a mostly anonymous internal decisionmaker. Rather than the man or woman behind the curtain, the communicativeexecutive can better shape company culture or even become the emotional or spiritualleader of their enterprise. Not all leaders arecut out for a public role. It takes a certain type with a deft touch. Still, couldyou imagine Apple being the company it is without Steve Jobs very publicleadership? Would anybody other than financial managers and investors knowBerkshire Hathaway if not for a homespun personality like Warren Buffett? WouldGE be the icon it is today without the fierce and charismatic leadership styleof Jack Welch? The list goes on and on. The question is, will it includeyou?
Blogging,with,Cisco,Systems,CE