Sun CEO Full Of Hot Air Over Blogging

During an interview at a recent conference, Kevin Werbach, Sun President, COO and chief blogger Jonathan Schwartz called blogging essential for leadership. "If you want to be a leader, I can’t see surviving without a blog." Werbach added that "authenticity is paramount," and executives who have ghost writers won’t be effective communicators.

He also said stuff like, "the convenience of blogging–instant publishing–underlies the power of the medium, easily engaging with a broad marketplace."

It all sounds so simple, eh? The fella assumes that blogging is easy, no? Maybe he thinks it just takes a Blogger account to start a successful conversation with your target market? Or maybe, you just need to run a troubled software house watched by a confused mainstream media still hyping blogging. We have to agree with BL on this one:

But blogs are absolutely not
for everyone. Just like websites, blogs need compelling content to
build an audience. Publishing a blog is a time intensive project that
requires writing and research. Blogs that aren’t well written and
frequently updated will simply be ignored. There simply is no such
thing as a perfect marketing tool, or an effortless way to build
traffic to any site, including blogs, no matter who writes them.

ZD Net report
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