When you’re developing a company blog, the “voice” in which the blog is written is important. Yes, you can use a blog simply as another corporate communications channel: as a news section for your Web site. But if you do this, you’re missing out on one of the biggest traffic generators for your blog - the blogosphere.

When your blog is REAL, as opposed to fake (as in Edelman PR’s efforts for WalMart), your company blog can build your business’s reputation and brand. The blogosphere will take notice of your company, and your blog will become part of the online conversation. Therefore, your choice of blogger is important, because that person must be able to speak with a real voice for your company.

So, how do you choose a blogger from within your company who can write with a genuine voice?

Choosing a blogger: he/ she must be a company enthusiast

It’s vital that the person you choose to blog for you is a company enthusiast, because this comes across in the “voice” for your business blog. Robert Scoble’s blog, when he worked for Microsoft, did a lot to change Microsoft’s image from a faceless ogre, to that of a company made up of real people creating great products, simply because of his voice. Similarly, Matt Cutts’ voice in his blog is real, and genuine. He’s a real person, working for a company made up of real people who are enthusiasts for Google’s products.

Do you have such a person in your company? If you do, you have gold.

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