Go here, and you are at a Google Finance page for a company. So what? Check out the lower right, where it says Blog Posts.
The first post is mine, where I listed this company (along with 99 others) on the hundred fastest growing companies in Washington State.
Do I know anything about Applied Precision, Inc? No. But because I am the only voice in the blogosphere (of late), I am the authority.
So get off your butt and start blogging, or someone like me, with no real understanding of what you do, will be considered the authority on your business.
Ooo, very good point. I can relate that to researching big things, but only finding links to tidbits in blogs.