Jonathan Schwartz, President and COO of Sun Microsystems, told Bacon’s Navigator that blogging has played a major role in the revitalization of Sun’s reputation. Sun has gone from the 99th to the 6th most popular server company, largely because it has embraced authenticity and transparency in its communication initiatives.
We’ve moved from the information age to the participation age, and trust is the currency of the participation age. Companies need to speak with one voice and be authentic. Blogging allows you to speak out authentically on your own behalf, and in the long run people will recognize that. Do it consistently and they trust you.
Large law firms have much to gain from blogs. Yet I am not aware of any who have a firm leader speaking with one voice in an authentic fashion.
Source for post: Micro Persuasion