The opportunity for brands to begin building trust and engaging with their consumers through social media and blogs etc is compelling. Not only can social media begin building a network of trust between the brand and its consumers, but the continued (micro) exposure will bring closer identification between the two. It is also important to remember that your employees are also consumers -- and they have expectations of your brand and are well known to be the best source of brand ambassadors/evangelists.

With all this in mind, is there a need for a "chief blogger"?