Mark Bernstein internet writer, storyteller and probably a lot more has some good pointers for writing to the web.
I guess the general message is to express all facets of the perosn you are when writing to the living web. I am trying to get that idea aligned/combined with writing in academia. Here your personality is made out of the assignments you turn in, and even if you turn very personal papers in all the time, the identity that most people convey through writing is limited to their professional or educational contexts. Yes, the increase in text communication generally may result in an increase of expressing yourself through writing, but that writing is not public in the same way as academic writing. So what I am pithcing at here and in my thesis is that teaching writing could benefit from using web logs as a way to get students to explore their writing identities to a fuller extent, merging the identities of different writing contexts.

Originally posted 8.12.2003