Corporate Blogging

Dilbert has a comment to make about corporate blogging.

There are a lot of companies out there trying to figure out how to make money from the blogging concept, or social media, or "Web 2.0" for managers who've picked up the jargon. Few are doing it successfully, and the fatal flaw is often the choice of writer. Either the writer doesn't have anything to say, or the blog is written by a team posing as the company executive. The reader picks up on the corporate tone, and it's no longer a blog, it's a column.

It comes down to "don't fake it". Or in corporate speak "use an authentic voice"