• Ad Age, Monday, November 14, 2005 11:15 AM

Some companies have fired employees for blogging, but not Big Blue. Quite the contrary. In fact, IBM says it is not only encouraging its employees to start blogs but it is helping them by giving them the tools to do so. The company says it believes blogging is the next big thing for marketing, and wants to use it as a tool to spread the word on their products. Some view employee blogging as reminiscent of traditional employee testimonial advertising, such as pilots and flight attendants extolling the virtues of Southwest Airlines in ads. And apparently IBM is not alone. Employee blogging has become an established technique among tech companies like Microsoft and Sun Microsystems that also have extensive employee blogging and emerging media programs.

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