Blog Mob

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The Blogosphere, the world of blogs,is highly interconnected through RSS feeds, permalinks, trackbacks and a whole series of mechanisms which facilite the debate on one another's entries and the 'viral diffusion' of information through word of mouth. Sometimes, a discussion will very quickly spread and cause an 'opinion storm'. It is such a gathering of opinion, close to real time, which is called a blog mob, and it can be very damaging for the target of negative opinions, an example being its effect on the brand value of corporations.

The following entry in Centrality Journal is illustrative and discusses 'value creation and destruction' of brand value through blog mobs:

http://www.centralityjournal.com/archives/marketing_in_the_networked_blogosphere_opportunities_for_value_creation_and_value_destruction.html