By Jill McCubbin

CEOs of most 21st century businesses instinctively understand their marketing communications mix is incomplete without a business blogging/micro-blogging agenda. And, it’s not just blogs like market2world’s that preach this idea. From BusinessWeek’s May 2009 update by Douglas MacMillan and Rebecca Reisner, Tweets from the Chiefs:

“Back in August 2008 we reported on 18 chief executives who use the microblogging application Twitter to clue customers in on new services, help them with questions about their products, and generally get a little bit personal with customers, business associates, and the public.

Not even a year later, we bring you nearly 50 CEOs who find tweeting a personal and professional delight. Twitter's growth has been astounding...”

Twitter is a free micro-blogging service that enables its users to send and read other users' updates known as tweets. Looking for more reasons to try Twitter?

“Eat like a bird, and poop like an elephant.” (Japanese quote)

Yes. This is a sound business benefit and is exactly what you want to be doing as the CEO of a thriving business, SMB or multinational. You want to “give out or give back more than you take in” – something that former Apple employee and current design evangelist, Garr Reynolds’ advocates in his Presentation Zen blog, and author, Silicon Valley venture capitalist and 88th most popular blogger in the world, Guy Kawasaki also reinforces in his How to Change the World blog. (Guy is one of the CEOs featured in Tweets from the Chiefs. Among his many ventures, he's co-founder of Nononina, the company that created the Truemors and Alltop websites.)

According to Guy, in his "How to evangelize a blog" post, giving out more than you take in is a form of marketing your blog and your good ideas, and has a boomerang effect that returns business benefits to you. It works like this:

There's a very interesting honor system in blogging. Suppose Blogger A finds an obscure article and posts it to his blog. Blogger B reads about it on Blogger A's blog and links to it. However Blogger B doesn't link only to the article; she also links to Blogger A to give him credit for finding the article.

Bottom line: if you want lots of people to link to your blog, read voraciously and find cool stuff first.

Acknowledge and respond to commenters. Only good things can happen when you read all the comments in your blog and respond to them. It makes commenters return to your blog. This, in turn, makes commenters feel like they are part of your blog's community which makes them tell more people to read your blog.

Bottom line: you should enable your readers to get to your blog in multiple ways. It's no different than distributing physical products through multiple channels.

CEOs: By using Twitter for micro-blogging and blogging consistently at your company blog, you increase opportunities to broaden your customer community.

(Jill McCubbin is a conversation architect with market2world communications inc., Ottawa, Canada's tech PR and product marketing agency.)