An interesting article by Jim Meskauskas in iMedia Connection, points out the significant dynamic that blogs have added to traditional word of mouth recommendations and discussions about products.

“Blogs have become a phalanx of information on the internet. Marketers know this and want to harness the power blogs have demonstrated as the embodiment of the notion that, as the Cluetrain Manifesto claimed, ‘markets are conversations.’”

As a case in point, Proctor & Gamble learned about problems with early samples of a new single serve coffee maker through feedback from a panel blogging through BzzAgent. P&G’s prompt action to replace all faulty machines created a small group of brand advocates who would proactively further the company’s reputation through word of mouth.