Jeff Jarvis (creator of Entertainment Weekly) raises a red flag about the drawbacks of active engagement in blogs by corporate communications executives in his description of a run-in with Jennifer Davis of Dell. She wanted to discuss criticisms Jeff had made of Dell's service. Unfortunately her call not only raised questions about Dell's service -- and a flurry of critical comments about Dell by other bloggers -- but also raised further issues about Dell's intentions, as Davis put it, to look at "ways to leverage the blogopshere.” As Jeff grumbled "Leverage us? How? To promote products, she said. In other words, they’ll use it to sell." Let's be careful about what we counsel!