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Very thought-provoking. I think there's a lot here. My iainitl feeling is that blogging and other forms of social media allow academics to be thought-leaders , as you say. Whereas most academics may be intimidated by the thought of submitting an op-ed to the National Post or pitching an idea to Maclean's, many academics already maintain blogs and twitter accounts. For instance, on twitter I follow the economist Stephen Gordon (ULaval) and computer scientist Robert Lemire (UQAM) who have taught me more about their respective fields than I ever might have expected. This is also no doubt true for their 650 followers and 1,600 followers, respectively. The universities want outreach and knowledge translation/mobilization? Hard to beat those numbers. I'm not sure how the universities might encourage this don't know whether the university as publisher will necessarily work. But I would love to see credit for knowledge translation/mobilization, benefits to Canada, etc. from granting councils.Certainly, universities should be encouraging faculty to participate with new media and could perhaps lower barriers to entry by setting up university blog templates, etc. Engaging with the public and demonstrating the value of the scholarship that resides in our universities is its own reward one might even argue that it's an academic responsibility.