Anyone still on the fence (or back on the fence) about the ethics and practicality of ghost blogging for a CEO should read—and consider with your client—this strong opinion from Michael Hyatt, CEO of Thomas Nelson Publishers. Hyatt writes his own blog and wouldn’t have it any other way.
You can hire a ghost writer to write a book. You might even be able to hire someone to write an occasional op-ed piece or magazine article. Usually, no one will even know unless you choose to tell them.
But this is not true with blogs. It is especially not true with Twitter. If you try, you will be found out. Your readers will know and the word will spread. You will be considered a “poser,” someone pretending to be something they are not. And trust me, word will spread. In the end, you will do irreparable damage to your personal brand.