Advertising Age has a great article on why marketers must really understand blogging before they engage in that space: Resist Corrupting Blogs With Messages. Those who start sending press releases to bloggers will only incite ridicule, if anything.
So, if marketers enter the blogosphere by messaging, they will stand out like an ad on a birthday cake. Messaging simply won’t work in the blogosphere because bloggers have gotten too used to the sound of honest talk with other customers. Worse, messagers will suffer perhaps irreparable harm to their reputations. Besides, blogs are much more interesting than marketing messages.
The opportunity is not for marketers to pick off the chickens one by one but for marketers to unlearn what they have spent so long teaching themselves. The blogosphere is a vibrant human conversation. If marketers can learn to enter that conversation as humans first, talking honestly about what they care about, identifying themselves and exposing themselves, then they will be welcome in the blogosphere. But, of course, that means they cannot enter it as marketers.