This piece from the new York Times. Jonathan Schwartz, the ‘last chief executive’ of Sun Microsystems – sounds like he ought to be the subject of a movie starring Tom ‘Frighteningly Insane’ Cruise – announces his resignation via Twitter. (Here’s the feed in all its Twittery glory.)
(Actually, I’m fairly sure that he didn’t announce his resignation via Twitter – technically speaking – I’m fairly sure that he did it like everyone else would have, in a letter, delivered by hand to Larry Ellison, CEO of Oracle and a man ‘not especially fond of Mr Schwartz’.)
For the hard of clicking, who want everything fed to them on a plate, he did it in the form of a haiku.
That being as it may, the NYT has some interesting stuff to say about Mr Schwartz. Apparently, he ‘has been fond of using the internet as a soapbox’ and was ‘the first CEO of a major company to put up his own blog’ and, indeed, ‘pushed the Securities and Exchange Commission to put blogs on equal footing with press releases and filings when it comes to disclosing critical business matters to investors’. Doesn’t say whether he succeeded.
Which all sounds great. Then you dig a little and find that between April 30 2008 and Feb 3 2010, he managed 36 tweets. Hardly prolific, although he has amassed over 10,000 followers. (Sycophants.) Oh – and his Twitter tag is OpenJonathan, which I’m not wholly convinced by. Luckily, a lot of his Tweets link to his blog.
And his blog’s a belter. This is the way it should be done. The NYT under-egged the cake in my opinion. It was started in June 2004 – here’s the first post, read it before Mr Ellison takes it down – it’s been updated regularly and, as far as I can see, mixes core product messaging (at least I think that’s what it is, I’m not really qualified in the techie arena) with splendid, apparently homespun philosophy. I particularly like the post about having lunch with Tony Blair – genius.
Anyway, this isn’t a hagiography. What it is is a suggestion that more c-suite execs should be trying to approach this tone of voice and this balance of content and should be talking to their audiences through the medium of digital (and I do mean the medium of digital, not the medium of social – I know they’re easily confused. For the record Twitter is social – and we can see here that it’s nowhere near as effective or compelling as the blog, which is digital).
As we know, in this post-economic apocalypse age, our audiences – especially employees, suppliers, business partners and customers – want messages of comfort and reassurance, and want to see companies walking the walk, not just talking the talk. What better way to achieve this than by showing a bit of personality – something that people can relate to.
Why do I suspect that Mr Ellison of Oracle probably disagrees.