Dave Sifry sez:
People trust The New York Times and Washington Post and link to them, but there are a huge number of people who are going outside the bounds of traditional media to these new media forms to get their information and, more importantly, to participate in the discussions around news and topics.
This gets back to the idea of openness in weblogs – and communication in general. Who does a company think it is kidding? The more willing you are to engage in conversations with your prospects and clients the more they are going to build a relationship that will turn into a sale.