Easton: Why did Earthlink decide to create the Earthling blog?

Dave: They wanted to expand what they had started with the Protection Blog, both in terms of scope and the level of interactivity it could provide. Without a dedicated blogger to gather and write stories, many employees had a hard time finding time for all of the work that goes along with blogging — in addition to their regular jobs. This seems to be one of the hardest challenges companies face as they contemplate creating a blog presence. I was hired as much as a writer as a facilitator/researcher to help mine the company for interesting stories and ideas.