Here is a great primer of what to think about in your marketing message.
The bottom line is that you can not control the conversation with your clients in this new way of the social internet but it is important to stay close so that you can make sure to push it for yourself.
Not sure what all this really means? Remember when people said that bad news would travel faster than good news? That one unsatisfied customer would tell 7 times as many people as one happy customer? Well now people are communicating more and more quickly on the internet and the conversations are being seen by more people thansk to blogs so you want to make sure people know what you think and that you communicate with them more online.