Our own Mike Manuel touches on a collective approach Voce has to the blogosphere in a recent post on his blog called Concentric Circles of Influence.  We’ve been working on online programs here since 2003, but it wasn’t until last year that we formalized our services and began consulting companies looking to identify and communicate with "online influencers," something we’ve coined “Digital Advocacy.”  Each DA program has its own unique needs, but they all typically involve early identification of the A-list bloggers and tracking their points of influence - as Mike describes, by identifying the concentric circles supporting the core group of A-listers who are moving news across the blogosphere and shifting sentiment (for good or bad) toward a brand, product or issue.  It also bears mentioning that a lot of PR firms are issuing reports and jockeying for bragging rights to demonstrate their acumen with social media, and without doubt the noise level will continue to rise, but the risks remain high with online audiences and we think success with these programs will (should) be defined less by theory and glossy sales sheets and more by experience and perhaps even a few war wounds.