Today, Ad Age raised the question of whether a company should hire a chief blogger.

While corporate blogs – along with all touch-points of a company’s social marketing/media – should be well-managed and generally consistent (this becomes time-consuming), it really depends on the intent of each company’s blog.

A blog’s author – whether “chief blogger,” marketing manager, ceo or group of individuals providing content – needs to have transparent identity. If the ceo is listed as the author of a corporate blog, there should not be a man behind the machine (i.e. the ceo needs to write it).

The bottom-line: being well-read, linked to, and respected depends solely on the blog’s content and credibility.

Our blog is a forum for all of our employees to share their views on the industry and the like. Our blog doesn’t pretend to have one consistent voice, and it’s not our intent to hire one person to write and manage it.