Do not let the semantics fool you, this is important! I want to first put out that a corporate blogger is one who is paid to blog about the ongoing activity of a company from inside that company, and an employee who blogs is not paid by the company specifically to blog, but has another official job function.
So can you really trust the corporate bloggers? Aren't they an arm of the P.R. machine designed to spin positive press and wordsmith messaging to the masses both internal and external? Shot answer is maybe. Integrity is something that seems to be for sale on the cheap these days and I just have a hard time buying the fact that the corporate blogger isn't simply a member of the P.R. team.
This varies greatly from someone like myself who is employed to do something completely different but still finds some time to write up certain aspects of my job. There are no expectations, aside from good taste and rational forethought when mentioning the society, and I have no one critiquing my postings for a spin factor.
Now there is a third group, those who are not employed by the company and receive company sponsored blog space to make postings. I would like to study this group and see if they have any affinity to make positive posts. They may eve make the most constructive criticisms as an outside viewer who cares about the growth and prosperity of the company. I would like to find some case studies of this company supported outside blogging.