Blogs Shine On Sun

Micropersuasion: In an interview for Bacon’s Navigator, Sally Falkow writes that Jonathan Schwartz, President and COO of Sun Microsystems said that blogging had 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, according to the piece.
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“We’ve moved from the information age to the participation age, and trust is the currency of the participation age”, Schwartz said. “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.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.