A powerful technique for building ommunity on blogs is to find a compelling item about your industry, products, and services, then search for blogs that are already talking about it on Technorati.

It is much easier to message on blogs that are already having friendly conversation.

To spread the word online, tell them about your company, your culture, your history, your story, your products, and the services you offer – and do it openly and honestly and place your own name, your own email, and either the URL of your web site or the URL of the blog itself.