Reflections, Reflections

In a way, what I can say is: it took them long enough (to go for the blogging vying the money/corporate bottomline/angle).

This is another good article on blogging developments (by Sarah E. Needleman, The Wall Street Journal)

In its short lifespan, blogging has largely been a freewheeling exercise in online self-expression. Now it is also becoming a corporate job.

A small but growing number of businesses are hiring people to write blogs, otherwise known as Web logs, or frequently updated online journals. Companies are looking for candidates who can write in a conversational style about timely topics that would appeal to customers, clients and potential recruits.

And look at the salary (!):

"It's wonderful to write every day," Ms. Halvorson says. "The only challenge is keeping up with this rapidly changing blogging technology, like audio and video blogging," she adds. She earns an annual salary in the mid-$40,000s, she says.

Gary Hirshberg, Stonyfield's chief executive, says he plans to hire one or two additional full-time bloggers within the next two years. "The blogs give us what we call a handshake with consumers, a bond of loyalty and mutual trust that's different than the typical selling relationship, where it's all about price," Mr. Hirshberg says. "With the blogs, we are giving a little bit more access to us as a people with a mission."

Mr. Hirshberg says he looks for candidates "who are comfortable writing in a colloquial voice and who aren't overly programmed in their approach to writing." He adds, "You have to be conversational, and that sounds simple, but it's not."

Last paragraph, well said.

Heather Hamilton, who works for Microsoft Corp. as a staffing programs manager for marketing and finance, suggested that she write a blog to help in recruiting and has been doing it since last year. Hers is one of about 1,500 blogs written by Microsoft employees (available at Microsoft.com/community/blogs). She writes about what it is like to work at the company, jobs she is filling and hiring trends. "When I started my blog, I didn't realize it would become part of my job," she says. "I wanted to help people think about Microsoft as a career destination."

Blogging as a job has emerged as companies of all stripes increasingly see the Web as an important communications venue. Blogs allow firms to assume a natural tone rather than the public-relations speak typical of some static Web pages, and readers are often invited to post comments. While some companies are hiring full-time bloggers, others are adding blogging duties to existing marketing or Web-editing positions.

But now we have already another problem - how to distinguish between real sincerity in blogs and the company shill?

Gone are those days...

.