Rick Bruner has an interesting interview with Christine Halvorson, company blogger at Stonyfield Farms who currently run four different corporate blogs.
“Our company has experienced phenomenal growth, and we have a certain “personality” in the world–we care about the environment; about healthy food; about supporting family farms. With growth, we fear losing touch with what is a very loyal and committed customer base, and so our CEO, Gary Hirshberg, saw the blogs as a way to continue to personalize our relationship with our customers.”
Murphy's Law 