̫�� Jonathan Schwartz is probably the highest profile individual to blog as CEO of Sun Microsystems, a Fortune 500 company.��˾�ܲ�Jonathan Schwartz������������עĿ�ĸ��˲�����Ϊ��ϯִ�йٵ�Sun Microsystems ���Ƹ�500ǿ��ҵ�� But that is not what this article is about.���Ⲣ����ʲô���������йء� It is instructive to note how he leverages his�����������Ե�ע�⵽�������������� blog���� to communicate with share-holders and Sun customers.��ͨ�����-�����˼�Sun�Ŀͻ���

Jonathan was blogging before he became CEO of Sun and he continued blogging after that.����ɭ�Dz���֮ǰ�����Ϊ�ܲü���ϯִ�й��������ƵIJ��ͺ�

Immediately after the announcement of a����������һ�� massive layoff at Sun���ģ�IJ�Ա��Sun , Schwartz blogs about the press release with ��ʩ���ȵIJ��͹������ŷ����� gory detailsѪ���ܵ�ϸ�� , reviewing the thought processes behind these decisions and providing "color on our going forward market focus and R&D priorities". ������˼��Ĺ�̱������Щ���������ṩ��ɫ�ʶ�������ǰ������ص��г����з���������� �� This could as well be a primer on how a CEO should blog and how to communicate hard decisions.�����Ҳ��һ����������ִ�г�Ӧ���ͣ��Լ���ι�ͨ���ѵľ�����

The comments add more perspective to this entry with a couple of disgruntled Sun customers in the fray.������Ӹ��ĽǶ�������Ŀ��һ�Է򸾵IJ��� Sun�Ŀͻ��ڸ����С� Apparently he doesn't address his comments which is understandable given his priorities.��Ȼ���������������ǿ������ģ�������ȴ��� However it might be better if he had someone on his staff trying to address some of the issues raised in the comments.��������ܻ��ã�����������˶���Ĺ�����Ա��ͼ�����һЩ������������

Today blogging has become an important communication tool for corporations.����IJ����ѳ�Ϊһ����Ҫ�Ĺ�ͨ���߹�˾�� It can be leveraged to reach customers and share-holders easily and cheaply.����Ըܸˣ��Դﵽ�ͻ��ͷݶ�����˺����׺ͱ��ˡ� It has its own dangers too.�������Լ���Σ�ա� 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. 1����ý��һ�����ÿͻ��������ɵؿ������ǵIJ�����Ժ����ױ���Ϊȫ����������ڶ̶̼����ӡ� Hence any serious issues raised must be promptly addressed to prevent snowballing into a PR catastrophie.��ˣ��κ����ص�����������ģ�Ҫ��ʱ���?�Է�ֹ��ѩ���Ϊһ������catastrophie �� Overall blogging makes a corporation more responsive and attuned to customer needs.���͵����壬ʹ��˾��˳Ӧ���飬˳Ӧ�˿͵�����