Shel Holtz is always full of insights on movement in the social media space.  Social media is much more than simply blogs, but is increasingly social networks, content networks, link sharing, etc.  This isn’t news, but he does present a segmentation model mapping people’s behavior to the types of tools out there and users level of interaction and participation in those tools (not clear, but this framework may actually come from Forrester, he uses their tools apparently in applying the model).

• Creators – blogs, podcasts, wikis…
• Critics – blog comments, reviews
• Collectors – tags, feeds, voting
• Joiners- social networks
• Spectators – read, watch listen
• Inactives

It comes down to understanding where our target audiences live.  Reaching out to bloggers is great.  Unfortunately, if your audience is on social networks rather than blogs, then it won’t work.