Employee blogs: Not a relevant way to promote a company's offerings

Commentary — Contrary to what the hype suggests, employee blogs are not a relevant way to promote a company's offerings.

Quoting a CNET News story reporting Mark Jen's reaction after getting fired from Google:

"I think blogging is the next big thing on the Internet… Corporations should embrace this technology just like the ones before it," he [Mark Jen] wrote. "Companies that are confident in their offerings should let employees spread the word. In today's age of information overload, blogging is quickly emerging as the fastest and most cost-effective method of marketing."

I really hate to point this out, but I seldom meet companies where employees are sufficiently confident in their offerings to promote them online… Typically, the reality is far closer to a Stuff This! cartoon (more cartoons).