At some point we'll break out Social Media Optimization (SMO), but for now I'll toss this into SEM.

Michael Gray has launched www.viralconversations.com.

I like what they are pitching... in a nutshell, they are coordinating businesses with bloggers to review products and services. They will distribute free samples or permit free use of a service in exchange for a testimonial. This is a service that every agency needs to offer internally -- or outsource to an experienced SMO.

I will participate in this to get a more in-depth understanding of it's effectiveness. More to come...