��� Jonathan Schwartz is probably the highest profile individual to blog as CEO of Sun Microsystems, a Fortune 500 company. ������� ������ �� ��� ������ ���� ������� ������� ����� � ����� ������ �������� ���� ������������ � ��� ���� 500 ����. But that is not what this article is about. ��� ��� ��� �� �� ��� ��� ������. It is instructive to note how he leverages his ��� ������ �� ����� ��� ��� �� leverages blog ���� to communicate with share-holders and Sun customers. ������� �� ��������� �������� �����.

Jonathan was blogging before he became CEO of Sun and he continued blogging after that. ���� ������� �������� ��� �� ���� ������ �������� ������� ��������� ����� ��� ���.

Immediately after the announcement of a ������ ��� ����� � massive layoff at Sun ������� ������� ������ �� �� , Schwartz blogs about the press release with � ������ ���� �� ���� ����� �� gory details ������ ���� , reviewing the thought processes behind these decisions and providing "color on our going forward market focus and R&D priorities". � ������ ����� �� ������ ������� ���� ��� �������� ������ "����� ��� ��� ����� ���� �� ����� ����� ������� ����� ��������". This could as well be a primer on how a CEO should blog and how to communicate hard decisions. ���� ���� ���� �� ���� ������ ��� ������� ���� ����� �� ������ �������� ����� ������ ������� �������� ������.

The comments add more perspective to this entry with a couple of disgruntled Sun customers in the fray. ����� ������ �� ��������� ��� ��� ������� ������ �� ����� �� ������� �������� ����� �� ��������. Apparently he doesn't address his comments which is understandable given his priorities. ���� ��� �� ����� ��������� ��� ��� ����� ������ ��� ��������. However it might be better if he had someone on his staff trying to address some of the issues raised in the comments. ��� ��� �� ���� �� ������ �� ���� ��� �� ��� ������ ������ ������ ���� ������� ���� ����� �� ���������.

Today blogging has become an important communication tool for corporations. �������� ����� ���� ���� ����� ���� ������� �������. It can be leveraged to reach customers and share-holders easily and cheaply. ����� ��������� ������ ��� ������� ���������� ������ ������� ������. It has its own dangers too. ��� ������� ������ ��� ����. An interactive media like blogging allows customers to easily air their discontent which can easily be viewed by a worldwide audience in a matter of minutes. ������� ����� ������� ��� �������� ����� ������ ������ ������� ��� ��� �������� ���� ���� ������ �� ���� ����� �� ��� ������� �� ���� ����� ������ �� ����� ������. Hence any serious issues raised must be promptly addressed to prevent snowballing into a PR catastrophie. ��� �� �� ����� ������� �������� ��� �� ���� ����� �������� ��� ����� ��� ������� catastrophie �������� ������. Overall blogging makes a corporation more responsive and attuned to customer needs. �������� ����� ���� ������ �������� ���� ������� ��������� �������.