The blogosphere is so vast and fragmented that many folks simply don't know where to begin. When we were writing "Digital Engagement," I had the privilege of speaking with a number of corporate bloggers about their initiatives and gain insights into best practices.

To lurk, learn, and leverage is at the very base of what you need to do to build a successful online marketing campaign.

When Bob and I started Cybernautics in 1993, we looked at how marketing was done in the "real" world and developed methods for translating those best practices into marketing on the Web. As word spread, we were approached by a division of Macmillan Publishing to write a book about it. "Net Results: Web Marketing That Works" was a huge success.