Check out this Inc article about a 'trend' of hiring bloggers to roam the halls of your organization. Why do it? And why not be the blogger yourself? Because you want the truth and new perspective and a client's view. Mmmm, is Scoble's (now-ex) insider-at-Microsoft model picking up steam?
Rather than post himself or ask staffers to contribute, Balter decided to hire an outsider--someone who would function pretty much as an embedded reporter. For 90 days, the blogger would come to the office, attend meetings, interview employees, even go out for after-work drinks with them, and share his thoughts on the company's transformation. The project's name: 90 Days of BzzAgent.