If You Want to Lead, Blog

Post at brand autopsy refers to the Sun Microsystems blogging strategy and Jonathan Schwartz's C level blog - from Harvard Business Journal.

Worth a visit if you're thinking of integrating blogs into your company communications / marketing strategy.

Here's the highlights

• use an honest, humorous, and open voice
• show respect for the audience
• don’t treat blogging like advertising
• don’t micromange … communicate the guidelines and let company bloggers loose
• revisit and modify your company’s blogging policy if need be
• listen to feedback
• respond to legitimate feedback
• “Authenticity is paramount.”