Blogging for bigwigs?

The Economist runs a story (subscription required) on the World Economic Forum in Davos last week, featuring the promotion of blogging for CEOs. The conference theme is “The Shifting Power Equation” – a reference in part to the rise of social media as an influential means of communication.

Should CEOs blog? Seth Godin, a marketing hero of mine, thinks not. Quoted in the article, he says,

“Blogs work when they are based on the values of candour, urgency, timeliness, pithiness and controversy. Does this sound like a CEO to you?”

Few CEOs blog, and those that do seem to do so sporadically. I guess they’re busy running the company.

It begs the question, who in a firm should maintain a corporate blog?