That headline is lame. I know. One year ago—maybe—that headline was fresh, but now it’s obvious—and lame. It suggests I’m blogging about the irrelevance of blogging, which in turn shows how much I get it.
That was not my intention. Instead, I’m quoting Daily Show host Jon Stewart, the Moses for Generation Y, who suggested blogging about trivial topics is a waste of people’s time.
Why is this relevant to you? If you’re trying to pitch social media to your boss or client then consider Jon Stewart your boss. And you—I’m sorry to say—are Arianna Huffington.
In a recent interview, Stewart asked Huffington, publisher of the wildly popular Huffington Post and self-described blogging evangelist, if blogging is a waste of time. He played devil’s advocate to her enthusiastic embrace of the blogosphere.
Stewart said: “You asked me backstage, ‘When are you going to blog for me?’ And I said to you, ‘I have a television show.’ So when I have thoughts I put them on the little screen in the living room.”
You can’t fit everything you want to say into the 30 minute program, she answered. You could blog about what doesn’t make it on the show.
“But why should I give people the dreg?” He replied. “Shouldn’t I try and focus it to make it as good as I can? Because my other thoughts—there’s a reason I haven’t put them on the show.”
You don’t understand blogging, she said. It’s not about perfectionism. It’s about immediacy, intimacy and transparency.
Stewart wasn't convinced.
Does that sound anything like a conversation you’ve had with a manager or executive? (Minus the witty banter and pithy remarks.) If you want your CEO to blog, he or she can probably say, "But don't I communicate enough with my CEO letter?"
Like Huffington, you can toss out buzzwords. Or, you can offer a more concrete argument. Your CEO column, like Stewart's TV show, gives the audience scant opportunity to interact. And that’s the importance of blogging. Forget the opportunity to spew more opinions and information. It's all about the conversation that takes place, in this case, between your senior leaders and employees.
Imagine if Stewart did this with his audience. They would definitely follow him to the Promised Land.
Here’s the entire 6 minute and 45 second interview. And, by the way, The Huffington Post registers more than 100 million page views a month.