According to IBM it is.  Beth Bulik from Adage detailed IBM’s excitement about blogging as a marketing technique in her November 10th article title, "IBM SEES BLOGGING AS MARKETING’S NEXT BIG THING." 

More than 2,200 IBM employees maintain external blogs and the company is using Wikis and RSS feeds for internal communication and collaboration.  

“This is a way to get our expertise out there, not by shoving it down people’s throats, but by just starting conversations,” Mr. Barger said. “It expands our reputation, perceptions and reach of IBM, at the same time expanding the number of people we can learn from.”

Read the full article here (oh and you will need to register – I hate that too).