Executive Blogging: Indian Corporate Heads in the Blogosphere

This study analyzes the content, usability, interactivity and connectivity of Indian executive blogs. Results indicate that among the Indian CEOs and top executives who blog, most are associated with the Information Technology and Internet sectors. A content analysis of the blogs shows that popular blogging topics include industry outlook, technology trends and tips, current affairs and insights on the economy. Executives working with privately-held companies blog more about their personal lives and topics such as entrepreneurship, marketing and advertising, and entertainment than those with public companies. The blog posts of these executives are often in the nature of individual opinions. The executives also provide actionable tips on various topics and products on their blog. While the blogs score high in the interactivity category and do reasonably well in the usability category, most suffer from poor connectivity in terms of providing links to other blogs and websites in the blogroll. Indian executive bloggers need to break out of their isolation and get better exposure by improving connectivity.