Jonathan Schwartz, chief of Sun Microsystems, knows how to write a good blog. He doesn’t fall into the trap of marketing spiel (`I’m really excited about this new product of ours’), a style which is correctly criticised as ‘cheesy’ in this acerbic BBC article on corporate blogging. . Even my old colleagues at the BBC admit that ‘Jonathan’s Blog’ engages ‘in debate and revelation about the way he thinks the industry is going’ - but he does get a rap over the knuckles for using jargon, and that’s a big ‘no’ in blogging. Schwartz writes in an informal style, "One of the big upsides of my job is hobnobbing." This is engaging. And in a recent post he argues the case for giving away Sun’s main product, the ‘Solaris’ operating system, for free. In other words, he lets employees, customers and investors understand what he’s up to and why. It’s not a ‘pitch’ to sell his products. As we’ve said before, the language of traditional marketing won’t work in a blog. Avoid it.