Forbes.com have an interesting article on the power of blogs and bloggers in helping a company drive a product to the masses.
One interesting point that was raised…
To get noticed by bloggers, companies should appoint internal bloggers and start them blogging,” said Wyman. “Of course, the blogs must be authentic. Also, companies can sponsor blogging events and meet the bloggers themselves to see what makes them tick.“
Take a read of Tapping Into The Blogosphere, pretty good stuff.