Blogs at Work

By now we all know about blogs—those sources of instant news and personal opinion that took off with the advent of Blogger in 1999. In September 2003, when Google acquired Blogger, management immediately installed it on the company intranet. (At the time, Blogger was called B.I.G., referring not to "big brother" but to "Blogger In Google.") Biz Stone, one of the creators of Blogger and a subsequent co-founder of companies like Odeo and Twitter, describes the Google intranet in his book Who Let the Blogs Out as "one of the most amazingly vibrant and smart virtual playgrounds in the world."[79]

Soon, hundreds of Google employees had created personal blogs as well as professional ones dedicated to a project, an idea, or a market. For ...

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