Corporate blogging has been proven as an effective marketing tool again. In an interview, Jonathan Schwartz, President and COO of Sun Microsystems said that blogging had played a major role in the revitalization of Sun’s reputation.

Of course, there is no news here but for corporation as large as Sun, it is worth mentioning again how blogging can have such impact to its business.

Blogging allows you to look into a company, meet its people and see how it functions. It puts a human face on the corporation and makes it real. Schwartz said that this window into the company and the direct interaction with its employees is what builds the trust factor. And he emphasized that authenticity and transparency are keys to blogging success.

Sun has gone from the 99th to the 6th most popular server company, largely because it has embraced authenticity and transparency in its communication initiatives. “Companies that fight transparency will confront a competitive deficit,” said Schwartz.

As he said, we have moved from the information age into the participation age. Trust is the currency of the participation age. Blogging helps company to be transparent, which builds credibility and trust with its readers.

Source: Bacons.