Late on this, but of interest. Leveraging knowledge and storytelling online. " ... Walmart launches its new corporate blog, utilizing it to announce that it is also acquiring Yumprint, a start-up company in the recipes and meal planning space. ... According to the blog, Chad Mitchell, senior director for Walmart Digital Communications, writes, “Our goal with this new channel is to tell real stories that you might not have heard, and our hope is that we can bring you a renewed perspective about our company.” ... '
I note also the simularity to storytelling in Pinterest.