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When Sun Microsystems CEO Jonathan Schwarz needs to communicate with the world, he doesn’t necessarily call a press conference, issue a press release, or even convene a webinar or videoconference. He blogs. His online diary gives him an unfiltered channel leading to the employees, customers, analysts and resellers who represent the first wave of perception formation regarding important company products and service initiatives.
Sun is leading a transformation of the communication profession, as the Web transitions from an information repository to a platform of collaboration and community building.
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Social Media Is Changing Everything
http://www.iabc.com/cwb/archive/2007/0207/agronstedt.htm
Gronstedt, Anders
Communication World Bulletin
2007
Abstract: When Sun Microsystems CEO Jonathan Schwarz needs to communicate with the world, he doesn’t necessarily call a press conference, issue a press release, or even convene a webinar or videoconference. He blogs. His online diary gives him an unfiltered channel leading to the employees, customers, analysts and resellers who represent the first wave of perception formation regarding important company products and service initiatives.
Sun is leading a transformation of the communication profession, as the Web transitions from an information repository to a platform of collaboration and community building.
| Reviews | | lou suSi | where's the article
I didn't think that this microblog approach to reporting could qualify as having enough content for 'an article'. Seem to be a bit more of a promotion of Sun and its leadership. Social Media IS changing everything, its true. I guess for the most part it is changing the quality and very nature of 'reporting' and communication.
Then again, 'The War on Terrorism' has changed the world too, right? I just guess its not 'all good' though. |
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