The document discusses blogging best practices. It defines what a blog is and its benefits, including engaging constituents and expanding reach at low cost. It provides tips for building an effective blog, such as keeping it short and simple with paragraph headings, links, and multimedia. The theory of twos advises captivating readers within the first two words, lines, and paragraphs. Sample blogs are presented that demonstrate these techniques well. Metadata is also defined as data about content that enables database storage and retrieval.

3. The Long Tail

4. Blogs: Emerging Dominance

5. The 90-9-1 Principal

12. Sample #1: Chris Brogan

13. Sample #2: Business Insider

14. Sample #3: The Delicious Life