2. As with social networks, one of the best ways to learn about blogs and forums is to join them.

Do a search to fi nd some of the most active forums in and around the brand, product, or service. Look for the most active contributors and identify them as possible infl uencers. Find some top blogs in your fi eld and subscribe to them. Or perhaps start your own blog. Learn fi rsthand the characteristics and possibilities of this channel. Also, as with social networks, make a note of the community rules for your later eff orts. Again, have fun and think like a consumer, while observing for strategic business insight.