The New York Times today looks at the dearth of blogs by Fortune 500 CEOs. Only one from the tech field exists, and that’s penned by Jonathan I. Schwartz of Sun Microsystems. The Times notes that the blog has bolstered Sun’s credibility both with investors and staff, as it provides Schwartz a transparent platform.
That credibility was needed last week, when he sought to put a positive spin on Sun’s quarterly earnings, his first as chief executive. One-time charges combined to produce another loss for the quarter — the company has reported losses for the past five fiscal years — but revenue was up significantly.
After the earnings release, Mr. Schwartz itemized on his blog the many positive developments that he sees in the company’s business. Viewed alone, it would be easy for unhappy investors to dismiss. But read as the latest installment of candid self-evaluations of the company’s strategic initiatives and performance, Mr. Schwartz’s optimism exerts a tonic effect.
C.E.O. blogging should no longer be viewed as extreme sport. Mr. Schwartz’s example shows that blogging fits quite naturally into the chief executive’s work week. In an exhortatory piece, “If You Want to Lead, Blog,” published in The Harvard Business Review last year, Mr. Schwartz predicted that “having a blog is not going to be a matter of choice, any more than having e-mail is today.”
One thing Schwartz does – as all good writers must do – he keeps his audience in mind while composing his thoughts. And he says having a ghost writer would be a waste of time.
I’m curious why so many companies are still reluctant to embrace blogging. It’s a very efficient way to reach a lot of people – many different audiences. I guess old habits die hard, and fears of letting outsiders into your organization’s collective thinking can be intimidating (see related posts on podcasting and corporate web sites).
Technorati is now tracking 49.9 million blogs worldwide. Blogging is mainstream, and it’s not going away. People under 30 think e-mail is for geezers. Organizations ignore these trends at their own risk – define your identity online, or let someone else do it for you.
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