Reuters has decided to have an "embedded" messaging guru at the helm of their institutional Instant Messaging products: David Gurle has jumped from Microsoft's Greenwich Software IM unit to head their efforts, according to CNET News. IM has allowed financial organizations to couple highly dispersed experts in their organizations to create immediate awareness of trends and "street-level" news much more quickly and effectively - and with more accountability and reusability - than mere shouting or audio "hoot and holler" systems could ever have managed to produce. Merging instituional IM with mainstream content sources will be one of the upcoming opportunities for contextualizing content that should receive additional focus.