"Hugging Customers (Not Trees):" Great Blog from Sun Microsystems CEO
Unless you’re an IT kind of person, you may know very little about Sun Microsystems. In the mid-80s through most of the 90s, they were the hottest of the hot as they drove their version of UNIX into corporate IT departments around the world.
They may not be such a hot commodity today, but they sure understand how to use blogging effectively. I wandered off to their blog site after reading about them in ‘The New Influencers,’ Paul Gillin’s very fine book. I was surprised to find a literate, enjoyable blog by Jonathan Schwartz, Sun’s CEO.
Titled, ‘Hugging Customers (Not Trees),’ it manages to take the reader from a cookbook to a Northern California restaurant to his love of cooking to a discussion of waste–and finally to Sun’s decision to architect a microprocessor to minimize the waste of energy.
I don’t even care about microprocessors and he had me intrigued to read the whole thing. Imagine how powerful it would have been if I was a customer.
Amazingly, Schwartz’s blog is just one among very many from Sun Microsystems. In fact, they do a great job of structuring their blog home page so you can find anything you want. The multitude of posts keep their customers current on the state of product development across a broad range of hardware and software.
They show how global they are with posts in English, Chinese, and French. They also show the most popular posts, most popular tags, new bloggers.
In fact, I’d say that Sun’s blogging strategy is all about ‘hugging customers (not trees).’
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[...] Don’t be boring. Because there are an almost infinite number of blogs on the web, you need to intrigue your readers enough to get through the first post they find–and then go on to read more posts and mention you to their colleagues and friends. How to avoid being boring. Don’t write about the obvious. Find out what your potential readers really would like to know about you and your companies–and present it to them in small readable chunks that make them want more. And, finally, study the very best business bloggers to see what resonates with you and with colleagues and friends. For example, here’s what we had to say about a great blog post by Sun Microsystems CEO, Jonathan Schwartz. [...]
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