Corporate Speak Changes With Corporate Blogging
I think we need to pay much more attention to the writing style in a blog. Commenting and linking is all fine, but the most important difference between blogging and traditional corporate communications is the voice = the way we write.
Trevor Cook discusses this in an opinion piece in AFR's Boss magazine (pdf, find link here): "Usually only one voice is heard inside a company. That voice belongs to a sort of anonymous corporate identity. Even when different people write stories for a newsletter they still come out sounding exactly the same."