A lot of CEO and executive members do not pro-actively protect online brand and reputation, but in the case of Willard Marriott, CEO of Marriott International, he has rolled up his sleeves and done the one thing that many executives are not willing to do: be personal and have a conversation with his customers.

Marriott started his online blogging efforts in January of 2007. A year and a half later, he has found success with online conversations: a dialogue that has earned his company four million dollars, and helped his company earn the #1 Best Reputation in the Service Industry. It has also earned his company multiple pieces of news coverage (see MSN video on right sidebar, or here)

Marriott Honored With The Best Reputation In The Services Industry Award. “BETHESDA,MD. - August 12, 2008 - In a recent survey of consumers conducted by the Reputation Institute, Marriott International, Inc. (NYSE:MAR) earned a #1 ranking among all companies in the services category in the United States. Marriott was the only lodging company listed in the top 30 of the “75 most reputable companies in the U.S.”

When the blog was originally launched, the Washington Post covered the news and made the comment:

“Marriott’s entry into the blogosphere is another in a series of steps he has taken to keep his Bethesda company — and himself — relevant in the fast-changing hotel industry, which is adapting to a more urbane breed of traveler who communicates via the Internet and demands a sophisticated lodging experience.”

That statement has been carried through by Bill Marriott. As CEO, he routinely places his personal brand in the proving grounds as the company brand. Consumers are demanding this more and more, as the marketplace tends to connect the qualities of the leader with the qualities of the business being led by them.

From my perspective: This type of reputation starts at the top of an organization. Executives at any organization must lead by example. They must inspire, motivate, educate - while earning a reputation for true leadership and exemplary professional qualities.

On a strategic level: Marriott is not a small brand, the massive hotel chain includes roughly three thousand locations and receives roughly five million unique visitors a month online. That type of audience means that Marriott’s clients are engaging his massive empire each day, and they are talking both offline and online (whether or not anyone talks back.)

Doing an investigation of the Marriott brand on terms such as “Marriott Review”, consumer sites like TripAdvisor have over 1000+ reviews of Marriott. In this case, Bill fortunately has a very rightful reason to receive the “best reputation” in the industry- as negative reviews are few and far between.

Unlike many other CEO blogs, Bill manages to keep a good mix of both personal and business ideas. His blog includes a recent article about the new online language training they offer employees with Rosetta Stone, or his review of the new lobby design being rolled out to 200 branches.

The fact that he (and the company) are present in the online world gives them an understanding of the conversation surrounding them, can benefit from the positive things people say about them, and in a worse case scenario have a faster response to something negative.

Do you know any CEO blogs out there that are producing good results for the company or just happen to have a personal favorite?