Have a link. Seriously: if you want bloggers to link to you, you need to have something linkable. Your upcoming TV show, protest march, product or soccer tournament is literally unbloggable unless you put it on the Web somewhere first.

Have a permanent link. Don't just change the front page of your site every time a new speaker for your speaker-series in announced. A blogger who links to the front page of your site today in a post about the upcoming address by Philo T Farnsworth, wants that link to stay good for in the future, and not point to the upcoming address by Paris Hilton when you change it next week. Put up a separate, permanently linkable page for everything you want to get blogged.

Have a link for everything. Don't have a single page with ten items on it. Blogging a link to the top of your fifty-screen-long page with a blurb about something halfway down generates 200 e-mails from readers who can't find the referenced item.

Use real links. Don't have links with expiring session-keys that are no good if someone revisits the URL later. If a blogger can't send the URL to a friend or put it on the Web, then that blogger can't send people to go look at your stuff. Likewise, avoid the giant, 800-character gobbledegook URLs filled with junky alphabet-soup GUIDs -- if it can't be pasted into IRC without linebreaking, there's some group of compulsive communicators who'll be unable to get to it.

The result is an intensely personal window into the lives, preferences and quirks of the powerful tastemakers at Wal-Mart, the nation's largest retailer, who have spent years shielded from public view.

Their decisions about what makes it onto Wal-Mart's shelves have enormous effect, earning (or costing) vendors millions of dollars. It was a blogger on Check Out, after all, who first disclosed last month that Wal-Mart would stock only high-definition DVDs and players using the Blu-ray format, rather than the rival HD DVD system. The decision was considered the death knell for HD DVD.

On the blog, Marvin Deshommes, a merchandise manager in the lawn and garden department, tells readers that he belongs to the Christian Life Cathedral church. His favorite quote from the Bible is Luke 12:48 -- "To whom much is given, from him much will be required."

Joe Muha, a video-game buyer, discloses that Ayn Rand is one of his favorite authors. Danielle Pribbernow, a toy buyer, talks about her cat, Sierra.

Wal-Mart says the Web site helps buyers solicit quick feedback from consumers on the merchandise -- and shows a softer side of the giant company, which has 5,000 stores, 1.2 million workers and annual sales of nearly $400 billion.

After the 14-hour plane ride from the Dominican Republic, it feels good to be on the ground again. I'm also delighted to be back in South Africa. It's been nine years since I was the first U.S. president ever to travel to this wonderful country. On that first visit, Hillary and I laid a brick at a women's center in Johannesburg, marking the beginning of my personal commitment to help rebuild a new South Africa. Since then, I've tried to return as often as I can. Almost a decade later, my Foundation carries on this commitment through its work here and throughout the continent, and I'm eager to see firsthand the progress we're helping to achieve.

Johannesburg is one of the cities partnering with my Clinton Climate Initiative to perform energy'saving renovations to their buildings. These simple, cost-effective measures, which we are working on in 16 cities around the world, will have a tremendous impact on lowering carbon emissions from urban areas while actually saving money for the buildings' owners and creating jobs.

Based on all the scientific evidence, it's impossible to deny that our planet is warming. Africa stands to suffer the most from global climate change, so it's only right that we partner with cities like Johannesburg to help them do their part to stop these alarming trends. By implementing eco-friendly policies and deploying green technologies, African countries have a remarkable opportunity to emerge as leaders in the fight against global warming.

Throughout our trip, my staff and I will be keeping an eye on what supporters like you are saying on our blog, so please share your thoughts with me. I look forward to reading your responses as soon as I have a chance. Until then, I hope you'll support my Foundation and the important work we have begun. It's a great day to be in Africa.

Are you fed up with having to remember dozens of usernames and password? Does the idea of creating yet another account on yet another site leave you cold?

OpenID is a new standard that hopes to alleviate some of the pain, and we've just made it available to everyone who has a WordPress.com blog. This means you can sign in to a growing number of sites using your existing WordPress.com account.

The answer would come from a range of data, for instance video recordings or databanks which store readings from electronic chips. Such chips embedded in people's clothes could track their movements. He told a privacy conference the internet would be capable of holding huge amounts of data very cheaply and patterns of information could be extracted very quickly. "Everything can be recorded for ever," he said.

He was speaking at a conference at which a report commissioned by Richard Thomas, the privacy watchdog, was launched. Mr Thomas has said Britain is "waking up to a surveillance society that is all around us" and that such "pervasive" surveillance is likely to spread.

Spin Thicket, as should be apparent, is patterned after one of my favorite Web sites, Fark.com, along with similar sites like Fazed.net and others. The difference is that it's specifically geared to people with an interest in the image-making professions -- advertising, PR, marketing, journalism, and politics.

Spin Thicket has no agenda. It's as much for people who read PR Watch as PR Week. It's as much for fans (or haters) of Michelle Malkin as Kos. It's as much for people who see bias in the NY Times as Fox News. Throw it all in the wash and turn on the spin cycle; that's the idea behind Spin Thicket.

With not a penny of paid media and in less than a month, "Dove Evolution," a 75-second viral film created by Ogilvy & Mather, Toronto, for the Unilever brand has reaped more than 1.7 million views on YouTube and has gotten significant play on TV talk shows "Ellen" and "The View" as well as on "Entertainment Tonight." It's also brought the biggest-ever traffic spike to CampaignForRealBeauty.com, three times more than Dove's Super Bowl ad and resulting publicity last year, according to Alexa.com.

By those measures, "Evolution" is the biggest online-buzz generator in the U.S. personal-care and beauty industries, topping this year's effort from Omnicom Group's Tribal DDB on behalf of the Philips Norelco Bodygroom shaver. And that's before the campaign began rolling out to 10 additional countries in Europe, Asia and Latin America last week.

"Dove Evolution" also trounced another October darling of the blogosphere -- would-be investment banker Aleksey Vayner's self-promotional video -- for mentions on Nielsen BuzzMetrics' BlogPulse. And it ranked among the top 15 blog-linked videos last week on Technorati -- the only one, aside from a presentation by Apple's Steven Jobs, from a nonpolitician.

Nobody understands how online viral marketing really works. Worse: ever since big brands discovered its power, it's becoming harder every day to succesfully create some buzz online. It's true that a succesful "word of mouse" campaign is always cheaper to produce than, say, a street ad campaign. And yes, it's a perfect way to support a bigger ad campaign, or reach a different, more "webby" target group. But if a viral campaign is not handled right, it might hit you in the face, and sometimes even harm your brand. Or worse: be ignored completely, like the majority of them. All you can do is: avoid common mistakes, unleash the virus, wait and pray.

The Internet Society of China has recommended to the government that bloggers be required to use their real names when they register blogs, state media said on Monday, in the latest attempt to regulate free-wheeling Web content.

The society, which is affiliated with the Ministry of Information Industry, said no decision had been made but that a 'real name system' was inevitable.

"A real name system will be an unavoidable choice if China wants to standardise and develop its blog industry," the official Xinhua news agency quoted the Internet Society's secretary general, Huang Chengqing, as saying.

"We suggest, in a recent report submitted to the ministry, that a real name system be implemented in China's blog industry," Huang said.

Every Wal-Mart employee that Laura and Jim run into, from store clerks to photogenic executives, absolutely loves to work at the store. Sound like a great Wal-Mart publicity campaign? Anyone familiar with Wal-Mart and its reputation for being quite stingy with wages and benefits will roll their eyes at such a rosy picture. In fact, some critics are so skeptical that they wonder whether Jim and Laura are real or whether they were concocted at the company's headquarters in Bentonville, Ark.

"Wal-Mart has hired fake people," says Jonathan Rees, a labor historian and associate professor at Colorado State University at Pueblo, who has also worked as a staff researcher at the AFL-CIO. In a blog posting for the Web site The Writing On the Wal, Reese published an open letter to Laura and Jim challenging them to reveal themselves and asking who paid for their RV and gas.

In spite of the ever growing echochamber the blogosphere lives in, it never astounds me what gets missed from time to time; in particular, there's a leading story in Businessweek about how a travel blog about Wal-mart (that is unabashedly positive about Wal-Mart), has in fact been sponsored by Working Families for Wal-Mart. What's wrong with that? Well, it turns out that WFWM is an organization that was launched by Edelman about 10 months ago, as a PR move to counter negative press about Wal-Mart.

Even these personal attacks won't sour my feelings about Wal-Mart. I've met too many great people in Wal-Marts across the county. I've met too many people - real people, not imaginary Internet people - who've told me about all the good Wal-Mart has done. I've camped in Wal-Mart parking lots. I've met these people and heard their stories firsthand. Which is something the people who attacked Jim and me haven't done and don't care to do.

So I've made the trip. I had a great time. I loved meeting the people we met, listening to the stories we heard. After everything that's happened, I even loved blogging about it all. And if I had the chance, I'd do it again.

In the end, that's all that really matters.

No stain or spill is too challenging for Dr. Laundry to tackle; he's claimed victory over numerous stain challenges. Baker is even a hero to little ballerinas in Berkeley, Calif. Leveraging his expertise, a costume designer with the Berkeley Ballet Theater was able to remove red lipstick from a handmade costume the night before a big Nutcracker performance.

From his base at Clorox's technical lab in Pleasanton, Calif., Baker frequently conducts Bleach 101 orientation sessions and demos on stain removal for new Clorox employees, presents scientific study results to outside industry groups and educates key Clorox customers on new Clorox products.

No. 4417749 conducted hundreds of searches over a three-month period on topics ranging from "numb fingers" to "60 single men" to "dog that urinates on everything."

And search by search, click by click, the identity of AOL user No. 4417749 became easier to discern. There are queries for "landscapers in Lilburn, Ga," several people with the last name Arnold and "homes sold in shadow lake subdivision gwinnett county georgia."

It did not take much investigating to follow that data trail to Thelma Arnold, a 62-year-old widow who lives in Lilburn, Ga., frequently researches her friends’ medical ailments and loves her three dogs. "Those are my searches," she said, after a reporter read part of the list to her.

AOL removed the search data from its site over the weekend and apologized for its release, saying it was an unauthorized move by a team that had hoped it would benefit academic researchers.

But the detailed records of searches conducted by Ms. Arnold and 657,000 other Americans, copies of which continue to circulate online, underscore how much people unintentionally reveal about themselves when they use search engines — and how risky it can be for companies like AOL, Google and Yahoo to compile such data.

"This was a screw up, and we're angry and upset about it," Andrew Weinstein, an AOL spokesman said. "It was an innocent-enough attempt to reach out to the academic community with new research tools, but it was obviously not appropriately vetted, and if it had been, it would have been stopped in an instant."

The bloggerati just need to get over every blog coming out the gate reading like a conversation at the local pub and not rehashing the past trials and tribulations of bloggers. It takes time for a corporate blog to find its collective voice.

By the way, I agree with Andy Lark that we should be nicer to new companies that try the bloggy Web. At least give them a couple of weeks to get settled into their new homes before we start lobbing rocks through their front windows. Of course, I doubt anyone will listen to me because these companies came into the bloggy Web so late that the mob isn't gonna automatically be nice the way they were to me three years ago.

Give Dell some breathing room, let them find their voice, offer them advice. If they still suck in a couple of months, then have at them. In the meantime, think back to when you first started blogging and how nice it felt when people cut you some slack.

When I said I was going to a press screening of "An Inconvenient Truth," a friend said, "Al Gore talking about the environment! Bor...ing!" This is not a boring film. The director, Davis Guggenheim, uses words, images and Gore's concise litany of facts to build a film that is fascinating and relentless. In 39 years, I have never written these words in a movie review, but here they are: You owe it to yourself to see this film. If you do not, and you have grandchildren, you should explain to them why you decided not to.

Well . . . I've decided to write a new book. Yep, 300 Incredible Blogs on the Internet.

So . . . if you have an incredible blog or know of one, let me know about it.

The board of Community High School District 128 voted unanimously on Monday to require that all students participating in extracurricular activities sign a pledge agreeing that evidence of "illegal or inappropriate" behavior posted on the Internet could be grounds for disciplinary action.

The rule will take effect at the start of the next school year, officials said.

District officials won't regularly search students' sites, but will monitor them if they get a worrisome tip from another student, a parent or a community member.

Mary Greenberg of Lake Bluff, who has a son at Libertyville High School, argued the district is overstepping its bounds.

"I don't think they need to police what students are doing online," she said. "That's my job."

Associate Superintendent Prentiss Lea rebuffed that criticism.

"The concept that searching a blog site is an invasion of privacy is almost an oxymoron," he said. "It is called the World Wide Web."

The number of comments in the entire blogosphere is comparable to the number of posts in active, non-spam blogs. Therefore comments constitute up to 30% (150,000) of the daily volume of blog posts (700,000), according to BlogPulse data

Less than 2% of all blog comments are syndicated in feeds

The textual size of the commentsphere is 10 to 20% of the blogosphere

Use of comments is beneficial for ranking blog posts in useful ways

They demonstrate with data that comments are an indicator of the popularity of a weblog

They also do the same for controversy; high comments = high controversy

Clearly comments are undiscovered country and Nielsen BuzzMetrics is working hard to figure out how to search this critical data pool and use it to measure influence. Here here. This data is essential and it's underutilized, yet difficult to mine.

My goal is to rule the fast food world with an iron fist. And raise a happy family. I was born on a cattle ranch in Colorado. I didn't have much except a love for burgers and pretty women. What else does your average red-blooded American need? Then I headed to sunny California. Why? Cuz I had this idea to let people order burgers from their cars...and, well, people in California love their cars. (Not to mention I have a thing for blondes.) So I opened up Jack in the Box. Met my wife Cricket. Got my sweet yellow hat and an even sweeter jet.

Two weeks ago after a long long day at work, I came home and ate 4 tacos, 2 jumbo jacks, onion rings and a diet soda. My all time record.

So only hours after she died in an automobile accident near Valdosta, Ga., early on the morning of Feb. 27, her father, John Walker, logged onto her MySpace page with the intention of alerting her many friends to the news. To his surprise, there were already 20 to 30 comments on the page lamenting his daughter's death. Eight weeks later, the comments are still coming.

"Hey Lee! It's been a LONG time," a friend named Stacey wrote recently. "I know that you will be able to read this from Heaven, where I'm sure you are in charge of the parties. Please rest in peace and know that it will never be the same here without you!"

Just as the Web has changed long-established rituals of romance and socializing, personal Web pages on social networking sites that include MySpace, Xanga.com and Facebook.com are altering the rituals of mourning. Such sites have enrolled millions of users in recent years, especially the young, who use them to expand their personal connections and to tell the wider world about their lives.

Inevitably, some of these young people have died -- prematurely, in accidents, suicides, murders and from medical problems -- and as a result, many of their personal Web pages have suddenly changed from lighthearted daily dairies about bands or last night's parties into online shrines where grief is shared in real time.

Tom Anderson, the president of MySpace, said in an e-mail message that out of concern for privacy, the company did not allow people to assume control of the MySpace accounts of users after their deaths.

"MySpace handles each incident on a case-by-case basis when notified, and will work with families to respect their wishes," Mr. Anderson wrote, adding that at the request of survivors the company would take down pages of deceased users.

But Mr. Kukral made two mistakes. For one thing, Mr. Cuban almost always prefers e-mail to the telephone. For another, there are lots of people vying for his attention.

"He has sent me so many e-mails, he knows I won't call," Mr. Cuban said Thursday in an e-mail.

Mr. Kukral denied bombarding Mr. Cuban with e-mail. "I think he has me confused with somebody else."

And he's not defeated, even though he spent money on a press release. "Right now, just by the fact that since I put a press release out, I've gotten a reporter from The Dallas Morning News to call me, who has in turn talked to Mark about me," he said.

"For $80, Mark Cuban knows my name."

"This is a first of its kind blogging experiment," said Mr. Kukral. "I want to see if I can use a quickly made blog and some inexpensive blog promotion techniques to get a person like Mark Cuban to notice me, and actually call me."

The point of this blogging experiment is to further prove the power of of instant publishing/blogging as an effective method of promoting your business online.

"If I can use a simple blog and a press release to get the attention of a successful businessman and mogul like Mark Cuban, then actually get him to call me, I can further prove that blogging is indeed a powerful way to get attention and accomplish specific goals, cheaply and quickly."

Kukral hopes that Mr. Cuban will be drawn to his offer from the creation of a press release through PrWeb.com.

"This blogging experiment only works if Mark finds my offer to call me on his own, either by reading this press release, or from some other bloggers writing about it and him becoming aware of it through them."

"She said some things that I won't share, but she did tell me that this could be bad for me -- bad for my career. Well, screw you!" the movie star told me yesterday about a conversation he had with the doyenne of Huffingtonpost.com. "I'm not going to be threatened by Arianna Huffington!"

Clooney, in his only interview on the subject, took off the gloves in his fight with Huffington over a blog purportedly written by the "Syriana" Oscar-winner and posted on her Web site Monday.

"I feel abused," he said.

But Huffington insisted (and forwarded me E-mails that seemed to back her up) that she believed she had explicit permission from one of Clooney's PR reps to publish his disparate quotes as a single piece of writing. "This was a misunderstanding," she told me yesterday, as the disputed blog was removed from her Web site.

Clooney told me: "Nobody has ever written an op-ed piece for me. If I say I've written something, I've written it. When I go to the Oscars, I write everything I say...I stand by what I do, but I'm very cautious not to take giant steps onto soapboxes because I think they're polarizing."

Clooney said that when he demanded a disclaimer from Huffington, she refused. "She told me that it's a big no-no in the blogosphere, where people are supposed to write their own pieces."

Milk Pig, another blog reported to have been disappereared, is also back in action. Both Massage Milk and Milk Pig are hosted on Yculblog.com. However the third blog mentioned in yesterday's Danwei report, Pro State in Flames is still not functioning.

Hmm.

This bill would require an operator of any interactive computer service or an Internet service provider to establish, maintain and enforce a policy requiring an information content provider who posts messages on a public forum website either to be identified by legal name and address or to register a legal name and address with the operator or provider prior to posting messages on a public forum website.

The bill requires an operator of an interactive computer service or an Internet service provider to establish and maintain reasonable procedures to enable any person to request and obtain disclosure of the legal name and address of an information content provider who posts false or defamatory information about the person on a public forum website.

In addition, the bill makes any operator or Internet service provider liable for compensatory and punitive damages as well as costs of a law suit filed by a person damaged by the posting of such messages if the operator or Internet service provider fails to establish, maintain and enforce the policy required by section 2 of the bill.

What is different about Wal-Mart's approach to blogging is that rather than promoting a product - something it does quite well, given its $300 billion in annual sales - it is trying to improve its battered image.

Wal-Mart, long criticized for low wages and its health benefits, began working with bloggers in late 2005 "as part of our overall effort to tell our story," said Mona Williams, a company spokeswoman.

"As more and more Americans go to the Internet to get information from varied, credible, trusted sources, Wal-Mart is committed to participating in that online conversation," she said.

Copies of e-mail messages that a Wal-Mart representative sent to bloggers were made available to The New York Times by Bob Beller, who runs a blog called Crazy Politico's Rantings. Mr. Beller, a regular Wal-Mart shopper who frequently defends the retailer on his blog, said the company never asked that the messages be kept private.

The author of the e-mail messages is a blogger named Marshall Manson, a senior account supervisor at Edelman who writes for conservative Web sites like Human Events Online, which advocates limited government, and Confirm Them, which has pushed for the confirmation of President Bush's judicial nominees.

"But Mr. Manson has not encouraged bloggers to reveal that they communicate with Wal-Mart or to attribute information to either the retailer or Edelman, Ms. Williams of Wal-Mart said."

In a sign of how eager Wal-Mart is to develop ties to bloggers, the company has invited them to a media conference to be held at its headquarters in April. In e-mail messages, Wal-Mart has polled several bloggers about whether they would make the trip, which the bloggers would have to pay for themselves.

Mr. Reynolds of Instapundit.com said he recently was invited to Wal-Mart's offices but declined. "Bentonville, Arkansas," he said, "is not my idea of a fun destination."

Along comes modern day Tom Sawyer, aka Marshall Manson, a sr account supervisor at Edelman, who enlists right wing bloggers to whitewash the tarnished image of WalMart. Many conservative bloggers regurgitated emails and press releases Manson fed them right into their blogs.

The US government is developing a massive computer system that can collect huge amounts of data and, by linking far-flung information from blogs and e-mail to government records and intelligence reports, search for patterns of terrorist activity.

The system - parts of which are operational, parts of which are still under development - is already credited with helping to foil some plots. It is the federal government's latest attempt to use broad data-collection and powerful analysis in the fight against terrorism. But by delving deeply into the digital minutiae of American life, the program is also raising concerns that the government is intruding too deeply into citizens' privacy.

But ADVISE and related DHS technologies aim to do much more, according to Joseph Kielman, manager of the TVTA portfolio. The key is not merely to identify terrorists, or sift for key words, but to identify critical patterns in data that illumine their motives and intentions, he wrote in a presentation at a November conference in Richland, Wash.

For example: Is a burst of Internet traffic between a few people the plotting of terrorists, or just bloggers arguing? ADVISE algorithms would try to determine that before flagging the data pattern for a human analyst's review.

Privacy concerns have torpedoed federal data-mining efforts in the past. In 2002, news reports revealed that the Defense Department was working on Total Information Awareness, a project aimed at collecting and sifting vast amounts of personal and government data for clues to terrorism. An uproar caused Congress to cancel the TIA program a year later.