At iMedia Connection, Pete Snyder of New Media Strategies, has an excellently reasoned explanation of why companies need to train all their employees to become brand ambassadors...because they will blog.
iMedia Connection: Embrace and Empower Employees by Pete Snyder
Blogs are word-of-mouth on speed -- peer-to-peer communications that will trump top-down marketing nearly every time. A blog, whether operated solo or as part of a larger community of bloggers, is a communication channel that can reach a huge number of people very quickly. Blog postings can get lots of hits on search engines -- often surprising many bloggers when their entries rocket to the top of search engine listings and into mainstream pop culture. It is for good reason that it has been said "blog" is an acronym for "better listing on google."