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One internet-based IR tool that is becoming very popular is Blogging whereby individuals share information on designated websites. Many blogs provide commentary or news on a particular subject; others function as more of personal online diaries (Wikipedia, 2008b). The Australasian Investor Relations Association (2006) had already published guidelines for listed companies on how to use Blogs which clearly shows the growing interest of using Blogging to communicate with current and potential investors. IR Professionals can read blogs of investors, analysts or the public to gain new information and market insights; in other times to disseminate information (Metzeker, 2007). Blogging is heavily used in Sun Microsystems to reach their different stakeholders (Schwartz, 2005).

Some IR Professionals at Dell consider blogging a normal extension to the available shareholders communication tools. In fact, Dell has had an official launch for its IR Blog to the financial community. Moreover, they argue it serves as a two-way communication channel between the company and its shareholders (Snider, 2008b).