The internet is fragmenting the delivery of media, marketing and communication. Existing legacy channels are not engaging readers, prospects, consumers, employees and customers with the same efficiency as new methods. Consumers are increasingly tuning out traditional messages and are turning to new communication channels to fill the void. Those with a need to get their message out to stakeholders (customers, readers, clients, partners, members, etc.) must learn how to connect to their target market in a new way. Blogs and social media tools are the newest and most effective communication medium and are the best tool for influencing the development of communications and marketing strategies. In addition, blogs