Blog, Not Flog (from: Buzz Marketing with Blogs)
http://feeds.feedburner.com/BuzzMarketingWithBlogs?m=52
If there was a consistent theme (beyond that of thinking blogs are great) at the Blog Business Summit, it had to be that business bloggers must, above all, be truthful.
Some speakers went so far as to say that PR and marketing folks shouldn’t blog, and even that CEOs might not be the best choice. The point is to find someone who is real, who can give the company some humanity, some personality. I’d put it this way: You already have methods for putting out press releases and advertising messages, so do something new with your blog. Link to a press release if you want to, but don’t blog like one.
A business blogger needs to get it, from the philosophy of the company he/she is blogging for, to the needs and frustrations of the readers. Use a blog to put a human face on your company. Use a blog to get your customers and clients to actually like your company because they like your blogger. Use your blog to talk to your customers the way you would if you ran into one at a party and really wanted to be friends.