Joint Special Operations University: Blogs and Military Information Strategy http://cryptome.org/dodi/jsou-06-5.pdf

In this regard, information strategists can consider clandestinely recruiting or hiring prominent bloggers or other persons of prominence already within the target nation, group, or community to pass the U.S. message. In this way, the U.S. can overleap the entrenched inequalities and make use of preexisting intellectual and social capital.

Sometimes numbers can be effective; hiring a block of bloggers to verbally attack a specific person or promote a specific message may be worth considering. On the other hand, such operations can have a blowback effect, as witnessed by the public reaction following revelations that the U.S. military had paid journalists to publish stories in the Iraqi press under their own names. People do not like to be deceived, and the price of being exposed is lost credibility and trust.