The Next Hurrah discusses how information (and misinformation) is spread over the web, determined by tracking how a story about PETA and gay sheep circulated. A couple of interesting points are that he emphasizes that the way to persuade is to get out and make comments on other blogs—having a popular blog is not enough, I presume since the readers will typically be of a similar mindset, and you need to break through to people who might not be of like minds—and that MySpace and LiveJournal are important.