In general, the Net isn't a terribly formal place, so there's little point in sounding stiff, stodgy, or remote here.
People turn to the Net for interactivity.
So don't be afraid of using your voice in your online content. Usually it's more appropriate to be yourself here than in any other medium. This issue is especially thorny for many businesspeople, mainstream journalists, government employees, and academics who are new to creating content for online media. In some sense, they all are used to hiding behind a cookie-cutter tone in their writing. Speaking out too clearly or with too much character is considered risky.