For companies blogging is getting more important than ever before because blogs are exceptionally interconnected. One blog is linked to another and so on, activating a snowball effect within a short time period. Web logging with its “truth police” is almost a guarantee for accurate information, because a lot of people are reading the contents and immediately react on false arguments or, in the worst case, even lies. This demonstrates clearly why it is so important for a company to have a blog. Customers will interact in this blog and talk about positive aspects of the product, unfortunately negative aspects as well. But the company can use the negative statements to improve their product constantly. This blog will create a trust based strategy and can save the good name of a company in a crisis. If the company is permanent producing high quality products and one product fails after a lot of great products, loyal consumers will defend the company’s good name with help of the blog. Bloggers are by far the most influential community, capable of launching immediate and extensive actions on behalf of, or against brands. This can be dangerous as well because generally, brands are potentially fragile. Blogs open up a big risk to all products or brands, as they can rapidly erode images and trust. But the potential of blogs is bigger than the threats, giving branding a new meaning. It can be the perfect tool for an emergent brand because the brand is a behavior and an expression of an authentic identity with a much greater effect than current branding and marketing allows. From a corporate perspective, the essence of successful blogging can be understood and recreated for the benefit of companies who want to engage their customers in a new and interactive manner. Bloggers are incredibly useful and honest in helping the organization redefine and refine their marketing activities. With the fast growing rate of mobile devices, the mobile blogging will grow at the same rate. Audi financed the blog http://jalopnik.com and is now constantly monitoring the blog to see how Audi is doing. This blog is not just about Audi, a lot of other brands are present too. Therefore it is easy and great for Audi to compare opinions and customer feedback. Companies have to get into blogging immediately in order to build a trust basis. Following a trust based strategy the organization will increase the earnings and is more likely to have a crisis proof reputation.