Recently, I asked John Earnhardt, Media Spokesperson for Cisco, about the decision to start his blog. This is his reply --
My e-mail answer to Fiona:
We initiated blogging in our group to basically "extend" the reach of our staff experts.
As you may have been able to surmise, my colleagues have not taken to the form as quickly as I would have liked. We're still basically at the crawl stage...hope to be walking by the end of the year.
In terms of effectiveness, I would rate it a C+...we've gotten some interaction and traction and the blog was recently mentioned in the Wall Street Journal, so we've had some impact, but nothing super tangible.
Hope that helps.