�� Jonathan Schwartz is probably the highest profile individual to blog as CEO of Sun Microsystems, a Fortune 500 company. ������ �������� �Ƹ� �ְ��� �������� ���������� ������ ��α׸� �� ���ֽ��ϴ� �¾� ����ũ��, ���� 500 �� ����մϴ�. But that is not what this article is about. �������� ������ ���� ���� ����� �ƴ��մϴ�. It is instructive to note how he leverages his �� ���ø� ��� ������ Ȱ���ϴ� ��� �״� ���� blog ��α� to communicate with share-holders and Sun customers. - Ȧ���� �¾� �?�� Ŀ�´����� ���� �����մϴ�.

Jonathan was blogging before he became CEO of Sun and he continued blogging after that. ��α��ϱ� ��� ���� ������ �״� �¾� �׸��� �״� �� �� �������� ��α��մϴ�.

Immediately after the announcement of a �� ��ǥ ���Ŀ� massive layoff at Sun �뷮 �ذ? �¾� , Schwartz blogs about the press release with , ������ ��α� ������ ���� �ڷ�� gory details ������ ���� ���� , reviewing the thought processes behind these decisions and providing "color on our going forward market focus and R&D priorities". , �����Ͽ� �̷��� ������ �ڿ� �� ���μ����� ���� "������ �츮�� ���� ���� ���߰� ���� ���� �켱 ����"�մϴ�. This could as well be a primer on how a CEO should blog and how to communicate hard decisions. ����� �� ���� ��α׸��ϴ� ����� �ǻ� �����ϴ� ����� ��ǥ �̻� ��� �������ؾ��մϴ�.

The comments add more perspective to this entry with a couple of disgruntled Sun customers in the fray. �� �׸��� �߰� �ǰ��� �� �� �� ���� ��� ������ �?�� �Ҹ� �¾� �������մϴ�. Apparently he doesn't address his comments which is understandable given his priorities. �ܰ������ �״� ���� �ǰ��� ���ذ����� �ʽ��ϴ� ���� �켱 ���� �ּҸ��մϴ�. However it might be better if he had someone on his staff trying to address some of the issues raised in the comments. �׷��� �� ���� ����� �ִٰ��ϴ� ���� �������Ϸ����ߴٸ� �ּҸ� �����ϴ� ���� �� �Ϻθ� �����մϴ�.

Today blogging has become an important communication tool for corporations. ������ ��αװ� ����� �߿��� Ŀ�´����̼� �����մϴ�. It can be leveraged to reach customers and share-holders easily and cheaply. �?���� �����ϰ� ������ ���ֽ��ϴ� Ȱ�� - Ȧ���� ���� ����մϴ�. It has its own dangers too. �װ��� �ڽ��� ������ �ʹ��մϴ�. 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. ��α�ó�� ��ȭ�� �̵� ���� ��⸦ ����ϸ� �?�� �Ҹ��� ���� �� ���ִ� �� �г��� ��� �?���մϴ�. Hence any serious issues raised must be promptly addressed to prevent snowballing into a PR catastrophie. �׷��Ƿ� � �ɰ��� ������ ���� �ż��ϰ� �ذ�Ǿ���մϴ� �����̸� ȫ�� catastrophie�� �����մϴ�. Overall blogging makes a corporation more responsive and attuned to customer needs. ������� ��α����ϴ� ����� ��ø���� �ν��ϰ� �?�� �䱸���մϴ�.