Some, including myself, would suggest that the absolute worst person in a company to blog would be the CEO. But traditional marketing folk invariably come to the blogging party and immediately blurt out "hey let's get a blog for the CEO!" This is the blogger equivalent of asking for a white zinfandel wine spritzer on your next visit to Napa.

Why would anyone really expect CEOs to be good bloggers? Furthermore, with recent surveying indicating the people trust CEOs of companies only slightly more than lawyers and politicians, what benefit would a CEO blogger bring to a company anyways?

If you want to add value through building a network of company bloggers focus your time on people who actually know the details of how the company is run and what interesting things are going on.