"Following" is a lot like friending on facebook. If you like this blog, sign up to follow it so you can find it again later. Yes, following can be flattery for the blogger, and is a great way to social network or learn something new for you. You can stay connected to your favorite sites with conversations via commenting. Commenting continues the dialog with other readers as well as the writer. Following is important to online communities because giving feedback helps to complete the circle of communication between message sender and message receiver.
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