Answers to FAQs on CEO blogging

For years, Sun Microsystems CEO Jonathan Schwartz has been the most prominent executive blogger in the world. Here’s what communicators can learn from him about blogging

Sun Microsystems’ executive blogger Jonathan Schwartz remains the king of the CEO blogging hill, almost two years after pleasantly surprising the social media set after he got promoted from COO to CEO, by continuing to write the plainly named but popular “Jonathan’s Blog.” (He’s been at it so long there’s even a sophisticated parody of his blog, which is subtitled, “Dude, I Was the First CEO to Even Have a Blog.”)

Why have few CEOs followed Schwartz’s lead? Reasons too many to mention, but which include CEOs who don’t have the time to write it, the courage to risk it or the foggiest notion of what they’d say so frequently. And communicators who have a sense that blogging might be a good idea but don’t know what to tell them.