Over 2 million people already use weblogs (or blogs) to voice their opinions, brainstorm, update projects, tell stories, and filter knowledge. Bloggers include journalists, academics, students, librarians, CEOs, and lawyers. Weblogs "underperform" traditional communication media in terms of layout, editing, design and professional review, but they provide immediacy, personal voice, and knowledge filtering, which a growing number of Web users value. Weblogs in Extension offer the potential to promote trust, create new conversations, filter and disseminate knowledge, and build strong internal networks. In the process they will also change who our clients are and how we interact with them.

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