The result is the awful kind of congenial politeness you find in offices with low-to-moderate morale, or neighborhood newsletters. Just as you don’t talk about your personal problems at work, you studiously erase any stray lines of personality on these serious-business sites. You post a headline with a link; you say how excited you are to be in a city; you share some small annoyance during your day. You don’t do anything confusing, or playful, or expressive. No weird shit. Keep it light. Everyone’s watching.