Jim Horton has written a thoughtful paper on “engagement” in the blogosphere. No, not the precursor to marital bliss, this is an analysis of what the term means for blogosphere bliss for PR practitioners and marketers. He includes descriptions of the ranges of people involved in writing and reading blogs (Engaged, Information Seekers, Aware, and Uninvolved). In some respects, his descriptions are similar to what Jackie Huba and Ben McConnell discuss in Citizen Marketers.
He includes tips on how companies should get involved in the blogosphere along with suggestions for specific techniques to join the conversation. Worth a read for anyone interested in thinking about this issue.