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Great post Valeria. I especially like, "...now you need to pay attention to how they consume content, where they get their news and information, and what is their ecosystem." Not only do we need to understand how bloggers, online and offline media, analysts consume, use, and need information but we also need to understand how the audience in general consumes content. If the end goal is to engage within a specific community it will be essential.

@KimBrater

You are going to make people cry, Valeria!
"... please don't tell me my RSS number or spot on a list is your measure of community engagement -- they're not mine."

We too often look for the shortcut. Even a quick glance will change not just the way that we engage with those who will help spread our story (like bloggers), it will likely change the way we think of our customers. No one likes being treated like a number - it's about time public relations started dealing with the public.

Valeria,

Good post. Just keep in mind that people need to consideration that bloggers tend to be very, very different. They act and interact differently.

Some are publishers. Some are journalists. Some are hobbyists. So on and so forth. I see more and more communicators struggling with the idea that bloggers are just like them even though bloggers tend to be vary different from them, and each other.

Best,
Rich

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