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Ghostwriting Blogs

January 18th, 2006 Posted in Building Community, Tricks of the Trade

Everyone seem to have a different opinion on the issue of whether ghost written executive blogs are kosher or not. This discussion shows a number of opinions on the subject.

I don’t think there’s one answer to this question because it’s so dependent on the actual implementation. If by “Ghost Writer” we’re really saying “Marketing Schomo who has the blessing of the CEO to sign his name”, then it’s just lies. But if we’re talking about a “Ghost Writer” as a helping hand to an exec who works 100 hour weeks, I have no problem with it at all.

I once talked to the GM blog lead and he mentioned that Bob Lutz, famous GM Chairman of the Board/blogger would drop Blackberry notes from the airport waiting area and the folks at HQ would brush it off and post it live. Nothing wrong with that – the spirit of corporate blogging is about getting information out. That process certainly fits.

As Johnnie said:

“I try to avoid inventing too many rules for blogging – I encourage companies to try stuff and see what happens. You can usually reverse your mistakes. And a lot depends on the quality of your ghost.”


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  • Ghostwriting someone's blog seems to be stirring up some interesting discussions. I have a question for you. How is having a ghostwriter for a blog any different than a secretary cleaning up a boss's letters, emails, or other communications? As long as there have been businesses, secretaries have been fixing errors in letters and other communications. Some bosses would simple tell the secretary to pen a letter to a particular individual and leave the specific wording to his/her discretion; meanwhile, the boss would simply read the letter before signing and make any revisions at that time. Isn't ghostwriting a CEO's blog similar? If the CEO talks to the ghostwriter about potential topics, the ghostwriter has some direction and focus for the postings, making sure to run the copies by the CEO for any necessary revision and the final copy for approval. Smart, effective CEOs hire smart, effective administrative assistants, so why not hire a creative, well-spoken ghostwriter?
  • The point you raise are completely valid, and as the original post points out, it's all about implemenation. The CEO blog is about getting the voice, the personality, and the reality of the CEO him/herself.

    The real question too is one of success. Certainly a secretary could pen a letter and have the CEO double check for problems, but that's a fundamentally different communication than a CEO penning the letter from his/her own viewpoint. At the end of the day, I think we're talking about the same basic thing, however: a CEO blog should be the thoughts and personality of the CEO, however it's generated. Like so many things in life, the answer lies in the context.

    Of course, if you're going to hire a ghostwriter, why not spend the money to create some time in the day for another employee with just as much to say as the CEO to be an official blogger? If the CEO has to hire a ghostwriter to actually create something, perhaps s/he is the wrong choice of blogger!
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