Help wanted: Chief Blogging Officer

To the burgeoning bureaucracy of chiefs add this one, from workforce.com: "Chief Blogging Officer Title Catching On in Corporations:"

For better or worse, it seems corporate blogging—and the title of chief blogger—is beginning to hit its stride. Companies such as Coca-Cola, Marriott and Kodak have recently recruited chief bloggers, with or without the actual title, to tell their stories and engage consumers.

... Geoff Livingston, CEO of Livingston Communications and blogger at the Buzz Bin, [said]: “The problem is that too many people focus on the actual tool: the blog,” he said. “What they need to focus on is the principles behind social media that make it work—like participating in a larger community works, and not controlling the conversation works.”