Most company blogs are ghostwritten?
Geert D, a trade marketing manager at Microsoft, has an interesting post about Marc Bresseel, another Microsofter who has recently launched a blog. Geert quotes Bresseel as saying about his blog:
It is not ghostwritten like most corporate blogs; it’s authentic and hand made.
I’m a little intrigued by this evaluation. Is it merely Bresseel’s impression that many corporate blogs are ghostwritten, or is there any concrete evidence that would support such a claim? Do we both interpret the term ghostwriting in the same way, or possibly with different connotations?
I have no doubt at all that many corporate blogs, especially those dedicated to marketing and PR as well as executive blogs, see significant editing before they are published. But editing is not the same as ghostwriting. Putting it radically, I think letting someone else write your blog as a CEO is no different than to have someone else give newspaper interviews under your name. There is no betting way to wreck your credibility if you’re found out, plus your ghostwriter could publish something you don’t agree with – at least that’s my take. Opinions?
