Top management executives at corporate giants like Sun Microsystems, Boeing Commercial Airplanes, General Motors and Hewlett-Packard have ventured into the blogging arena. What is prompting these busy executives to take time out form their hectic schedules to join in the conversations in the blogosphere? Simple, it is the desire to promote a new atmosphere of openness with employees, shareholders, customers, prospects and the general public in the process not only increasing business but, more so, giving a human voice to the company.
Bosses Why Blog?
What began as an experiment has become an important means of communication for GM. It has given me, personally, an opportunity to get much closer with you, the public. These are the words of General Motors vice chairman Bob Lutz. The blogosphere, the press, and most of GMs constituents are tuned into his blog which gets more than 5,000 visits and 13,000 page views a day.
In its simplest terms, a blog can be an online and very public journal. It is an effective medium used by top management to communicate directly to its market segment, business associates, stockholders and employees. Blogs serve as channels...
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