Jonathan Schwartz, the President of Sun Microsystems, has been getting some attention for his blog.

Schwartz is among a small number of senior executives in corporate America to adopt the blog format for explaining his views. He's already one of the best at it, and other executives could learn something from him.

He also seems to understand this very well:

What the best blogs tend to have in common is voice: They clearly have been written by human beings with genuine ideas and a passion for what they're saying.

I think the attention he get is deserved and not only because of his position. The content is interesting and he does manage to get across a person at the other end of the keyboard.

Another executive has been blogging for some time although intermittently - Groove Networks' Ray Ozzie. He says the blog gives him a communications channel under my control.

I feel as though there's a conversation - many conversations - going on out there. It lets me feel like I'm part of that conversation, and when I get calls and e-mails, there's confirmation that I'm part of the conversation.

Dan Gillmore's favorite senior-executive blog is Blog Maverick, written by internet billionaire Mark Cuban, owner of the NBA's Dallas Mavericks. He takes on sportswriters and offers pungent commentary on sports and investing.

Despite legal issues that can be sorted out by understanding the blog medium and context within which it operates, executives have much to gain by blogging.

I don't think corporate blogging is a fad. The blog brings a human voice to the enterprise. It's not just good marketing. It's good business.

Quite.

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