Wednesday, January 25, 2006

Sun Sees Blogs as Strategic Asset

Sun Microsystems has gone from the 99th to the 6th most popular server company, largely because it has embraced authenticity and transparency in its communication initiatives. “Companies that fight transparency will confront a competitive deficit,” said Jonathan Schwartz, COO.

Blogging allows you to look into a company, meet its people and see how it functions. It puts a human face on the corporation and makes it real. Schwartz said that this window into the company and the direct interaction with its employees is what builds the trust factor. And he emphasized that authenticity and transparency are keys to blogging success.

Just 4% of Fortune 500 companies are running corporate or employee blogs ... 96% are missing an important tool to deliver their branding and public image. The early adopters will gain the advantage. Imagine going from 99th in your industry to No. 6 -- by any measure, that is confirmational of the revenue potential that blogging offers.

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