As a marketer, IT person, you name the job category, think of how kick ass you would be in your field of choice if part of your day (lets say 2 hrs) EVERY DAY had to be spent reading… Not gossip news, but really checking out on a daily basis Tweets and Blogs and Journals and Articles about your industry….what’s new today, where’s it going, what are other people doing, and what other people are saying. More importantly, also interacting through comments, blogs, etc is equally important. It will make you invested in the larger community as well as help to brand yourself as a leader in your field.
You would become invaluable, that’s what would happen. Reading and interacting should be part of every job description and time should be alloted for it during business hours.