In an article in the New York Review of Books (2/14/08. p. 18), Sarah Boxer implies that the idea of corporations paying people to write (or help write) blogs for them is doomed to failure.
“Bloggers are golden when they’re at the bottom of the heap, kicking up,” writes Boxer. “Give them a salary, though, and it just isn’t the same. And this includes, for the most part, the blogs set up by companies.”
Why? “When you write for pay, you worry about lawsuits, your boss, and your superego looking over your shoulder. And that’s no way to blog.”
Does this mean that “corporate blogging” is at best, an oxymoron, and at worst, an outright fraud?
Or is it perfectly legitimate for corporations to hire bloggers, blogging coaches, and blogging consultants, just as they hire ad agencies to create ad campaigns and ghostwriters to pen speeches for executives?