In the old days, corporations had to construct three message: One for the investment community; one for customers; and one for employees. Social media has democratised communication and now the same messages have to work for all three audiences.
Jonathan Schwartz, the CEO of Sun Microsystems is often held up as a great example of what a corporate CEO can do with blogging, and his post on Thursday in reaction to the turmoil in the financial system is a great example of this new approach to communications.
He shares on his blog the internal memo that he sent to Sun employees, outlining the challenges and opportunities that the crisis presents to Sun. It shows how today there are no such things as ‘internal communications’ – just one message, direct from the CEO to everyone.