Sun: Your Stealth PR Firm

In Chapter 4 of Naked Conversations (which many would call the "Bible" of corporate blogging), Robert Scoble and Shel Israel call Sun "the bloggingest of companies." True, they wrote that a couple of years ago--but since the number of Sun bloggers has trippled since then, it's probably safe to assume that the label still fits.

Cool. But what can it do for you? There is, of course, the obvious benefit of reading the blogs. Whether you're wondering how our kernel geeks plan to top Solaris 10 or how one of our accountants' kids did in a dance recital, we've got a blog for you (if not ten of them).

But I think there is also a less obvious benefit. If you're smart, we'll even do your PR work for you--free. Just tell us how you're using one of our products, and one of us (if not ten of us) is bound to blog about it. Even if you could find a PR firm with 3,000 agents (and counting), they certainly wouldn't beat our price. And if you believe in the "new media" ideas being advocated in works such as Naked Conversations, you know that the right blogging really can trump traditional marketing.

So if you're comparing technologies, don't forget to include the "free marketing" benefit in your list of pros and cons. The technology comes first, of course. But in the case of a tie, why not go with the company that can handle your technology and PR needs?

For an example of this kind of blogging, see our new Stories blog, where we profile users of GlassFish and related technologies. We think it's a win/win situation, with positive exposure for everyone involved: Sun, the GlassFish community, and the profiled users. It's nice when interests align, isn't it?

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