One of the things I really like about the UK blogging 'gang' we belong to is that most everyone is very keen to help 'promote' each others work. Someone needs help finding someone to talk at an event - everyone helps out- someone's got a book out - everyone helps out- someone's starting a new job - everyone helps out. We all want everyone else to succeed with whatever it is they are doing... because we invest time in each other as people. We read each others blogs, meet up in real life, share friends and experiences... We aren't nameless and faceless in the say that marketers who contact us out of the blue are. I'd say if you are working in online marketing and want to 'use' bloggers to spread your word, then invest your time and yourself in blogging. Turn up at Lloyd's Social Media Cafe on Fridays, go to Suw's ORG events, link up w everyone on Twitter and actually engage in conversations with people... become friends with us. And then *maybe* if we are interested then we might talk about your product on our blogs... or not. Tom certainly wouldn't mention Water Lilies if he wasn't interested in it at all. I mean, he didn't gie Sunshine a good review just cos he's my friend! And I wouldn't want that or expect that from anyone at all.