You can bet that if people are reading it, companies will find a way to advertise on it. So no surprises, that weblogs have become the latest weapon in the war for consumer attention.

Steve Rubel, author of the highly regarded MicroPersuasion weblog is working with public relations firm CooperKatz & Co to analyse blogs, photo-sharing sites, and link-sharing sites, and incorporate them into a communications plan. 

One of their first projects is for Vespa parent Piaggio USA, who are recruiting scooter fans to blog about their lifestyle and adventures, and include posts on travel, gadgets and urban survival tips. Curiously, the bloggers will not be paid directly. Their pay-off will be publicity and being included in the inner circle of information at Vespa.

It is a pretty savvy move for the Scooter manufacturer, but you have to wonder just how interesting a weblog closely monitored by a brand manager is going to be. Still, the exercise points to an emerging opportunity for marketers. Find out which customers already love your brand enough to write about it, and give them as much information and support as you can.

All in all - that adds up to a much better strategy than the usual gift companies reserve for people who talk about their product launches online - a lawsuit.