The blogger, who writes under the pseudonym Abby Lee, began the year by posted a rather unflattering e-mail that she received from a the Sunday Times journalist shortly before being exposed.
The ability of bloggers’ collective behavior to affect search results is an important example of how they can affect organisations’ — or individual journalists’ — reputation.
The important thing to remember is that works even when it is not a deliberate campaign. Google’s search algorithm loves blogs, with their many cross-referencing links and category pages crammed with related information.
Update: See also Organ Grinder.