I thought of one additional thing to add to my post earlier today about the recent hire of a full-time blogger at eBay. The additional thought is this: eBay didn't try to outsource the blogging responsibility.
I've had conversations with people who think blogging is something that can be outsourced to college students or copywriters or stay at home moms or new media consultants. It can't. None of those people know the company as well as someone who is inside the company day in and day out. They can convey the culture. They won't have the relationships. They won't respond as timely because they will probably be running most of their content through someone before they post...particularly if there's an issue that demands a rapid response.
Outsourcing your blogging is not only a bad idea, it may be misleading in too. A great organizational blog conveys that your reading a person who is a true representative of the organization. Someone who lives and breathes the organization...and an outsourced blogger just won't do that. Don't outsource your blogging. Don't even think about it.