One of my neighbors works in technology infrastructure and runs marketing. He wanted to establish a blog for his company, and have it authored by his CEO sometimes, and sometimes by fictitious beings. I talked to him about things I've been learning, practicing and apparently now preaching. Some of this comes back to some sessions I once had with the great Shel Israel.
Companies don't blog, people do. So let's can the fictitious blogger personality and bring in the CEO. But when doing so, don't make him only blog about promotional company stuff. Don't be a blowhard. That bores most people. What attracts us as humans is a story. You have to tell your story. Don't make every blog entry the freaking release notes of your company. Say something interesting. Say something that requires balls. Say something that exposes you. Say something that illustrates your relevance.
Most first time executive bloggers claim they're too busy to blog. (I've certainly been too busy to blog lately). Well bullshit. Make time. Do it first thing in the morning or late at night, when you're in a zone of some kind. Midday stuff is hard because you're putting out fires or building them, and that just doesn't lend to the groove.