Even so, I think management wanted the "Blogging Guidelines" to be a book of rules and regulations, but what I actually delivered was more of a pep talk. What I said in that paper can be boiled down to this:
I think lot of corporate blogs completely miss the idea of "starting a conversation." If they'd focus on that aspect, and let their bloggers actually reveal some personality - the company becomes less of a monolithic presence and more of a network of people. People that other people want to meet and do business with.
Blog frequently, keep the entries short, and remember you're trying to start a conversation. Don't try too hard. Be yourself.
One of my professors recently told us that a corporation is really just a collection of contracts. Don't let your bloggers think like him. Companies are made up of people, and those people should do your blogging.
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