What kind of personality will help your company blog? This blog is best if it is written by the CEO or ghost written for the CEO. But it is the CEO's voice. It's communicating the CEO's opinion about the company. It is designed to take the personality that the corporation wants to communicate to the world and communicate it on a regular basis. So if your corporate culture is "We wear white shirts, button down collars and red ties every day to work, and we wear our jackets at our desks." And if that's what you want to communicate, because, maybe you're a bank and you want to communicate staid, proper and precise, then your corporate personality blog is staid, proper and precise.
You want to have a personality that goes beyond corporate white-shirt buttoned down and into more "We care about you" that's a really good attitude to have in a blog. Or "We give you information that nobody else gives you." or "We look at the world in a different light." And here's where, in one or two paragraphs each time you blog, you can take the opportunity to comment on the world around you - usually about your industry - in a way that shows your corporate personality. For more great ideas on how to use blogs for business, read "Business Blogging Results."
http://101publicrelations.com/bloggingresults.html?utm_source=prideas&utm_content=business_blogging_results