Blog Business Summit conference speaker Robert Scoble has started an awesome new vlog where he chats with CEO’s of geek-oriented companies.
Yesterday, he posted his first interview with Sun Microsystems CEO Jonathan Schwartz who blogs from “astride the elephant” as one New York Times reporter said of CEO blogs.
Scoble’s final question for Schwartz was of particular interest to me. He asked about the ROI of the company’s blogging initiative, and of Schwartz’s blog in particular.
Schwartz responded that–aside from the “blog demon” on his shoulder telling him that he is obligated to blog–the initiative has “only been upside.”
Sun places a great deal of emphasis on transparency, which Schwartz described as a “useful tool” even when it “cuts both ways.” I truly admire the fact that they are unafraid to rely on other people’s blogs as a tool for future product improvements, even when negative feedback is made public.
One other comment caught my attention. Schwartz says that he would encourage other CEOs to jump into the blogosphere, but he doesn’t give a specific reason why a CEO should blog. Instead, he talks about all the wonderful things that the company blogging initiative has done.
Were I in Scoble’s shoes, I would have asked Schwartz if he would recommend CEO blogging over other kinds of company blogs. What unique contributions can a CEO (and only a CEO) offer to the conversation, and when are those contributions essential to a company’s presence on the Web?
Mr. Schwartz, if you’re reading right now, would you mind answering this follow-up to your wonderful interview with Robert?
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