As with social networks, one of the best ways to learn about blogs and forums is to join them. Do a search to find some of the most active forums in and around the brand, product, or service. Look for the most active contributors and identify them as possible influencers. Find some top blogs in your field and subscribe to them. Or perhaps start your own blog. Learn firsthand the characteristics and possibilities of this channel. Also, as with social networks, make a note of the community rules for your later efforts. Again, have fun and think like a consumer while observing for strategic business insight.