To write blogs or blog posts is one side of the reality. The other one is being blogged. Out there in the blogosphere, the universe of blogs and bloggers, there are people writing about your activities or about your institution.
Specialised search engines like technorati or Google Blog Search (see also: blogsearch) help to get knowledge of such blogs. Some Statistical Offices observe the blogosphere, so for example the Australian Bureau of Statistics ABS using Google Blog Search.
What’s the best way of reacting when being blogged? A short and instructive scheme shows a way: The Blog Assessment or, in official terms ;), the “Web Posting Response Assessment” of the US Air Force. Here it is (thanks to Jürg Stuker, namics Weblog for this hint).