How to blog as a corporation . . .

Transparency is Paramount

People who read and write blogs generally speak plainly and expect others to do the same. The cynical nature of bloggers causes them to quickly dismiss messages that employ buzz-words and marketing speak. It is important that blog posts always be candid and honest.
It should also be clear who is blogging and why. Most people want to know the source of any information and blogs are no exception. In the case of corporate blogs, readers will want to know the poster’s position in the organization and the motivation for making public announcements on the Internet.
Bloggers are already on the Internet and use it to relentlessly check facts and sources. If they feel like a post is an attempt to hoodwink them with half-truths or camouflaged marketing messages, bloggers will make short work of discrediting an author — and the parent company. Credibility is particularly hard to recover in the blogosphere, and failed attempts at lighting the blog community frequently make headlines.

Build Your Own Blog
If you intend to operate your own blog, a custom built platform is not essential, but it is highly recommended.Whether you do so in house or contract out, developing your own brand and voice will be easiest on a blog built specifically for your company. Both credibility and control will be lost if readers are referring to a URL from a free blog provider. It may be a good idea, however, to look to these public blogging hosts for design and feature ideas.