Sun was one of the earliest companies to encourage corporate blogging or rather blogging by its employees, from CEO Johnathan Schwartz to product managers and engineers. According the ComputerWorld, some 40 employees have signed up to publish their own blogs, and accoding to Sun they include:
. Jonathan Schwartz, President and CEO, an early CEO-blogger
. Tim Bray who is the Director of Web Technologies and who has been charged with leading the blogging effort
. John Gage, Sun's Chief Researcher and Director of its Science Office
. Piper Cole, VP, Global Governement & Community
. David Rivas, CTO, Client Systems Group
. Mary Smaragdis, Java Marketing Manager , who created a name for herself and her product with her enthusiastic posts
Sun also provides a blog site, for employees who would just like to post an opinion, Planet Sun which is an aggregation of public weblogs written by Sun empoloyees, one blog to cover its JavaOne Conference and another to pull together the knowledge and opinions of those working on projects using Java.
Large Companies Who Blog
The company has been very effective at using the medium and provides an excellent example of how any company large -- or small might benefit from doing the same. According to Bray, "Jonathan [Schwartz, its blogging CEO] is particularly concerned that we not forget our roots as a community-centered company." In this instance Sun is using blogs to enable it to operate more like a small company with a personal connection and immediate connection to developpers and users.
Sun also uses blogs to push its point-of-view, to lobby Congress, the state legislatures and press, to educate users, and to test new ideas. Best of all employees can start one without asking. Sun has a policy on employees who blog on things that are confidential or proprietary and Sun uses employee blogs to sell a Sun point-of-view, but outside of that the company is remarkably open.
Small Companies Who Blog
By the same token a smaller company can use blogs to look like a big company: to build a brand and market presence, develop credibility and visibility for its products and expertise, educate its users and its channel, and communicate with the analysts and press -- anywhere in the world. If in addition to that, a small company understands how blogs and search engine optimization are linked, their blogs can in a very real way drive users to their site. Not bad for one small tool of communications.