Cisco has created a technology news site called “The Network,” featuring stories on such topics as video, collaboration, core networks, data center, Cisco culture and social media. According to John Earhardt, Director of Social Media Communications at Cisco:
The purpose of these stories isn’t to showcase Cisco or our technology, but to create compelling content in the topical areas that we care about. This is content that you might read on any other technology or business news site. We are supporting the generation of this content in the hopes that our audience shares it and becomes more educated on the topics that are important to Cisco and to our customers. Some are calling this “branded journalism,” but I just call it content creation around the topics that we care about.
[via Brian Solis]