This link has been bookmarked by 8 people . It was first bookmarked on 11 Dec 2007, by Klaus Eck.
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11 Dec 07
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01 Jul 05
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One written by a CEO would slice through traditional media gatekeepers and bring him or her unedited to the desktop of customers, employees, Wall Street analysts and competitors. A blog by a prominent CEO would attract instant traffic, could influence public opinion, perhaps steer legislation and maybe sell a few widgets. But despite all of the power and sway that awaits an early adopter, it's going to take a brave CEO with thick skin to enter the blogosphere. The corporate sphere likes its skeletons packed away, or at least vetted through legal and public relations departments. Companies have been trained to be inoffensive. The blogosphere, on the other hand, wars against harmony. Its mission is to air dirty laundry. There is even an undercurrent of radical bloggers who say all companies are evil and should be brought down. The blogosphere is today's Wild West, where people post indelicate responses and react with incivility, known as "flaming." Blog readers can be counted on to hurl insults that insulated CEOs are not accustomed to hearing. Even more civilized blog readers are impatient with executives who are uninteresting or inauthentic. When high-ranking executives blog, it's often not pretty. Randy Baseler, vice president of commercial airplanes at Boeing, writes a blog called Randy's Journal. But when Boeing ousted CEO Harry Stonecipher for having an affair with Boeing vice president Debra Peabody, Baseler was just the Boeing insider that raucous blog readers expected to post explicit e-mails exchanged between the lovers. No such luck. Baseler's blog lay dormant for two weeks. When he finally posted, his entry began: "We've had an interesting couple of weeks as a company, that's for sure. But none of that has made a bit of difference down here on the ground. The focus at Commercial Airplanes is, as always, on our customers and on the future." EXECUTIVE BLOGS Jonathan Schwartz, chief operating officer, Sun Microsystems; http://blogs.sun.com/roll
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