The article Social Media for the Masses does some interesting comparisons between the blogosphere and particular social networks related to social media marketing campaigns. Despite of an amazing growth and innovations like microblogging blogs are still remaining the part of the social web with the largest reach. There is nothing wrong with this comparison as by interests social networks are in the same way fragmented as the blogosphere is. Blogs do unite some essential factors for modern campaigns. They are multiplicators in several ways and they do increase the visibility at search engines. As multiplicators blogs do reach other parts of the social web as well, which makes them a basic mean for social media campaigns.