Fortune.com: Sun Microsystems: It's Hard to Manage if You Don't Blog "Jonathan Schwartz, president and COO of Sun Microsystems, has recently criticized statements by Intel executives, mused that IBM might buy Novell, and complained about a CNET.com article—all by writing a blog on a Sun website.
Yep, blogs—which are a way to post text to a website—have found their way into business. Schwartz is the highest-ranking executive yet to embrace the new medium, which is burgeoning globally.
But some managers find that even more important than writing blogs is reading them. During a recent conference for Microsoft software developers, top company executives huddled backstage reading up-to-the-minute blogs written by the audience to get a sense of how their messages were being received."