Despite all the hype and hoopla surrounding blogs, we rarely find one that truly works internally—that employees read and comment on, that helps them understand the business and that has the right conversational tone.
The Dow Chemical Company‘s blog has all that … and more. It has a CEO who is committed to the tool, communicators who know how to get the most out of it, and a work force hungry for access to the executive. Ragan.com spoke with Dow communicator Annemarie Helms to discover the secrets to her success.
Successful internal CEO blogs are rare, yet you’re having great success with yours. What’s it called, and who are you trying to reach with it?
The blog is called Access Andrew, after our chairman and CEO Andrew Liveris. Andrew writes it himself, and it’s available through our corporate intranet. The audience is our 46,000 employees worldwide.
Why did you decide to do a blog, as opposed to an online column or some other vehicle? What business purpose did the blog solve, or what communication goal did it help you achieve?