Robert Scoble was more than a blogger to Microsoft, he was a personal commentator and a modern corporate spokesperson because he managed to put a personal and human face on the Redmond company. For this, the blogger adopted an editorial technique of the company's propaganda, including personal references and presenting fragments of his own life in bloggs and articles.

The new PR perspective implemented by Scoble did not limit him to his role in the company - a reporter that helped bring to the public more than 700 interviews with Microsoft's employees, but brought a personal note to the job.

This way, his online audience knew that he earned less than 100.000$ at Microsoft and also intimate aspects of his life, like his mother's stroke that, in the end, caused her death.

"I wasn't, and am not, frustrated at Microsoft. I've never had more opportunities available to me. In fact, I am due to spend a day with ImagineCup contestants and Bill Gates later this month," said Scoble in a good-bye message on his blog. "There is a lot more positive PR to come out of my mouth about Microsoft. It is the best big company in the world."

Scoble was tempted with a salary over $100,000 accompanied by a consistent stock option offer from Silicon Valley podcasting startup PodTech Network, together with a vice president for media development position.