The Blogosphere: Separating The Hype From The Reality

(This time two years ago, most people hadn't even heard of the term 'bloggers,' save for the early adapters and the gear-heads. But by early 2005, you couldn't get away from
them, what with how bloggers impacted the U.S. presidential election as well as the scandal at CBS News concerning President Bush's National Guard service, among other Page One
stories. For now, the rage about the blogosphere has died down - that is, until the next blogger calls a major company on the carpet about its products, services or messaging.
Much as PR pros might like, bloggers are not going away. So, how do you get your arms around the blogosphere without getting burned? Andrew Bernstein, president-CEO of Cymfony, a
media-analysis firm, takes a closer look.)