A basic article Blogging: Public Affairs' Next Frontier written by Ken Deutsch is helpful in understanding the reach of blogging. I found it in the December newsletter from Get Active, a service provider of online communication tools for membership organizations. Here's a quote:
The growing phenomenon of web logs, or blogs, has the potential to increase the impact of public affairs campaigns. Yes, the same tool that thousands of teenagers have used to put their diaries online for the world is becoming the tool of choice for associations and other organizations to influence public policy. [...]
How is it that a blogger can develop such a following and not just drive an opinion, but actually influence where the audience goes next?
It all comes down to information overload and how bloggers are providing the techniques and tools to allow the rest of us to process a growing amount of content.
