You have to subscribe to the pink paper to read Lucy Kellaway's article on corporate blogging, but in it she explains how CEOs have discovered the blogosphere as a communications tool, but almost invariably mess it up.

For instance, Randy Baseler, V-P of Boeing, produces blogs that read like corporate press releases, peppered with "groovy" words. Like "cool". The result, says Kellaway, is a case of Dad at the Disco.

Rich Marcello, Senior V-P of Hewlett Packard at least makes his blogs more personal. But raises lots of issues that people, frankly, don't care much about. And Richard Edelman, CE of the eponymous PR company, also tried to make his blog personal but just drones on and on about stuff.

Bob Lutz, V-C of General Motors, gets closest, says Kellaway, with stuff that is personal, committed, interesting - and evokes lots of comments pro and con. Which he then posts. That kind of blog is risky for a big corporation. But surely it's better than Dad at the Disco.