Blogging has become an important part of the online experience. There is no better way to get the very latest information on almost any subject or company. But what makes a company blog worthwhile? The answer: improved corporate image and building customer loyalty. A corporate blog should be written by multiple high level officers within the company. It should be written to include the personality of the writer. Blogs that are manicured by the corporate PR team often come across as nothing more than advertising. In the new Web 2.0 age consumers expect transparency. They like to hear about problems, decisions, and goals of a company, not just a plug for the newest product. Corporate transparency doesn’t mean giving away secrets or personal information. It means putting a human face on an otherwise faceless corporation. The companies who take advantage of this trend will have a deeper connection with their current customers and soon-to-be customers.

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