Friday Apr 27, 2007

Interesting Summary: Corporate blogging case studies

The IndiaPRBlog has an aggregated list of several corporate blogging case studies. In addition to Sun blogs, they also touch on a few other great corporate blog sites: Macromedia, Southwest Airlines, and uber blogger, Scoble. They summarized the following regarding Sun blogs:
"Sun is said to promote employee blogging more than any other technology firm and is the largest company with a CEO who blogs. Sun’s slightly unconventional CEO Jonathan Schwartz, one of only a couple Fortune 500 CEOs with blogs, was an early advocate of executive blogging. Hundreds of thousands of visitors read Schwartz’ blog each month and on a recent day it had received over 6,000 hits.

Sun’s blog was created to improve both communications with the public and collaboration with outside developers and programmers who author third-party applications for Sun’s systems.Today over 3,000 of Sun’s 32,000 employees have corporate blogs, many receiving thousands of hits per day."
For the full Sun blogging case study, check out the BCOM 522 blog entry titled "Blogging Done Right: Sun Microsystems".

I'll add this to our Sun blogs anniversary aggregation to throw some non-Sun bloggers observations about Sun blogs into the mix.

Thursday Apr 26, 2007

My experiences as a Sun Blogger

blog As turns three, I thought I'd share some of my corporate blogging experiences and lessons learned. I've been blogging on this site for nearly three years and have the pleasure of being the site's engineering program manager.

One commonly asked question that is raised when discussing Sun blogs casually or in a blogging 101 session that a couple of my business partners and I offer to Sun and non-Sun groups is "Have we ever had a situation where a blogger posted something they shouldn't have?"

The answer is not really. Of the >65 thousand Sun blog posts, I can count on one hand the times one of our self-policing bloggers have raised an eyebrow about a blog post. The benefits that come out of sharing proprietary information with our bloggers, including pre-announced information, far out-weighs the liability.

There was one situation that cropped up during my first month of program managing the site -- an intern posted a detailed entry about why a certain Sun product doesn't measure up. The Sun blogging community was quick to shine the light on both sides of the coin. Some thought the post should be deleted immediately while others thought the best thing to do was to leave it posted exactly the way it was and counter the post's inaccuracies by posting comments as well as publically accepting the truths and talk about why they exist and what can be done to address them. As it turns out, the intern removed the post, but in the end, I think most of us agree that keeping the post in place with clarifying comments would have been the best approach.

On that note, Sun has rolled the dice in letting employees blog freely. The site's tagline has served the company well -- "This space is accessible to any Sun employee to write about anything." If an employee wants to blog, they don't need an executive sponsor nor do they need to ask permission or sell someone on the idea of what their blog content will be, they simply need to register and use the corporate blogging policy as their guide. I think the employee-driven approach vs the corporate-driven approach lends itself well to the spirit of the blogosphere and is likely one of the key factors behind the high-percentage of employee bloggers at Sun.

Since there isn't a mechanism in place to fully measure the goodness that comes from corporate blogging, I'll shine the light on some of the goodness that I've seen triggered by Sun blogs:

Congratulations Sun bloggers! Thank you Roller Engineers! And thank you Sun Blog Founders and Sun Executive Management for rolling the dice!

Sr. Community Engineering Program Manager/Acting Director for Sun's external social networking sites (blogs, forums, wikis, etc.). Skrocki's personal blog, LinkedIn.


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