Recently I came across a short forethought piece in the Harvard Business Review where a Sun exec, Jonathan Schwartz, wrote that it is very risky for Sun execs not to have a blog. He argued that leaders' blogs potentially boost employees' morale and loyalty, enhance company's image, and attract new talents to join the company (that is, if the contents of the blog are positive).
Schwartz (2005:30) wrote:
In ten years, most of us will communicate directly with customers, employees, and the broader business community through blogs. For executives, having a blog is not going to be a matter of choice, any more than using e-mail is today. If you're not part of the conversation, others will speak on your behalf -- and I'm not talking about your employees.
Blogging lets you participate in communities you want to cultivate -- whether it's your employees, potential employees, customers, or anyone else--and leverage your corporate culture competitively.
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