Jesscia Lipnack wrote recently on her blog, Netage: Endless Knots, about a new role that is emerging, Chief Blogging Officer. She pointed to a workforce.com article, Chief Blogging Officer Title Catching On With Corporations. The article mentioned that, "companies such as Coca-Cola, Marriott and Kodak have recently recruited chief bloggers, with or without the actual title, to tell their stories and engage consumers.

... Geoff Livingston, CEO of Livingston Communications and blogger at the Buzz Bin, [said]: "The problem is that too many people focus on the actual tool: the blog," he said. "What they need to focus on is the principles behind social media that make it workâ€"like participating in a larger community works, and not controlling the conversation works."

This is a nice trend to see and I have certainly seen a dramatic increase in companies wanting help with their business blogging. Geoff comments are also a good continuation of the conversation started with, Can You Trust Your Blogger? What is the Role of Blogs in Business Communication? Thanks, Jessica.