1. The document discusses word-of-mouth marketing in online communities and how marketers are targeting opinion leaders through seeding campaigns where new products are given to influential bloggers. 2. The researchers studied a seeding campaign for a new camera phone where 90 bloggers were given the phone for free and found that bloggers responded in different ways when discussing the campaign on their blogs. 3. Some strategies bloggers used were minimizing mentions of the campaign, embracing it enthusiastically, full disclosure with justification, and open analysis of impacts; each strategy had benefits and risks for maintaining community trust.