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    As reported last week, Google has decided that spending $1.65bn would be a good idea to acquire You Tube.

    Clearly, Google thinks this is a good idea, I would imagine that the founders of You Tube would agree and no doubt there are some copyright lawyers rubbing their hands in glee that they have a target with remarkably deep pockets to go after on behalf of all the copyrighted videos that somehow find their way onto the You Tube site.

    But just what makes You Tube so attractive when Google, along with the other major players in the sector, have their own products. Well, clearly the visitor levels to the site are a major part of this together with their spending potential for online advertising which is, let’s face it, Google’s primary source of income. But is that it?

    Personally, I’m tempted by the argument that the major players are showing that they realise that the social communities and social networks on the web are going to be the places which will continue to grow and where people will “congregate”. Where there are people, there is of course also value.

    And this is why I feel that it is particularly worthy of mention here. Blogs can also develop into a type of combined social and business network, albeit on a micro scale. The topics discussed and the type of people attracted will depend on the subject matter of the blog and will therefore be broadly led by the author who also imbues its , but it is the participation of the readers of the blog which really give it its character over time.

    Why are blogs particularly suited to this? Primarily because, when developed well, they embody the ethos of sharing and of community that social networks display. In successful blogs, information is freely shared and linking to other sources is generally done on a merit basis rather than because of a shared desire to belong to a “link farm of two”.

    In doing so, good individual and business blogs put themselves at the heart of a network or a community which forms around a blog. This happens because it attracts and draws together people with similar interests and allows them to communicate with each other. And that of course is great for business too!

    We may not all be able to create a community which we can sell on for a 10 figure sum (!), but in our own ways we are trying to do just the same as You Tube. We are creating an environment where not only the author, but all the participants can share ideas and opinions on a diverse range of subjects and learn from each other.

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    Joshua Schachter over at Del.icio.us announced this week that they had registered their 1 millionth user while TechCrunch in their own summary also reminded us that Digg recently reported they had just passed the half million mark.

    While the numbers arent enormous in internet terms, they are by no means insignificant and they are growing. So, along with the other social bookmarking (and indeed social networking) sites, they are certainly worth paying attention to as we look to promote our blogs and raise the visibility and profile of the information we provide.

    Why in particular? Because social bookmarking provides an additional way for your readers to save your site or an individual post as one of their favourites which allows them to share it with others – this creates an additional route for people to find and potentially write about your site. In this sense, you could look at it as a sort of online version of refer a friend on steroids. Not forgetting that, as with all networking, even if the person they tell is not directly interested, they may well pass it on to others who are.

    So, who might use this as a promotional tool? Effectively anyone with something (preferably interesting!) to say or share. It could be an article or a set of useful hints and tips, it could be a drawing, photo or picture (using Flickr for example) or perhaps a podcast or video clip. Whatever the content is, the key element is the sharing and the community aspect if someone has it in their favourites then they are effectively endorsing it and recommending it to others. Best type of recommendation – from a friend or colleague. And by extension, best type of business – referral business.

    For this reason, I have added social bookmarking to my list of Marketing and Promotional techniques, in particular for blogs though it should also be considered for websites. It is an added way to gain additional exposure which in turn translates into additional visitors which you can then turn into additional revenue. Definitely worthwhile.

    So what do I have to do to take advantage of this? Well, ideally it should be as easy as possible for visitors to save your content to the social bookmarking sites and the best way to do this is with a simple link or icon which does this automatically. If you are using WordPress, then there are a number of plug-ins which will help you to do just this. Two that you might like to look at are Sociable and Social Bookmark Bar, both of which achieve it well.

    People talk about social bookmarking as the way that Search Engines in general will need to go in the future, relying less on mathematical calculations and more on individual and personal recommendations. While this may or may not come to fruition, there is no doubt that it is a developing area and one that as Business blog owners we should both be aware of and catering to.

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