A physicist was walking down the street when he noticed his eyePhone getting heavier and heavier. He glanced up at the sky and realized it had turned into a wavy undulation of black, gray and white blobs. He barely had a chance to ask the age old question, "What the ...", when he was swallowed into the event horizon of a giant black hole.

Ouch!

Thankfully that all occurred in the other universe according to local physicists I spoke with.

Unfortunately, THE BLACK HOLE that consumed our 9-eyed physicist friend punched a hole into our universe and flushed a bunch of dark matter in that has rapidly spread to our neighborhood. (Yeah, kind of like a sewer leak.)

"What's it all made of", I asked. The reply startled me. "Web logs", they said solemnly.

Apparently, many companies in the other universe were writing blogs then cross posting them to the exponentially increasing number of media sites that were appearing daily -- even when the content didn't really match with the site where it was posted.

"It was all an attempt to increase the density of their presence in their web sphere", one said.

"How could you know that?", I asked dumbly.

"Dark fermions and k-matter wave front analysis", was the reply.

"So how do we stop it here?", I asked timidly. But, the physicists had already turned back to their computers so I had to ruminate on the answer myself.

It all gets back to the age old mantra, "Content is King" married to the real estate mantra, "Location Location Location".

The King is discontented with his tiny little land and is posting handbills all over the trees in other kingdoms. It makes for an ugly neighborhood.

The physicists would say, "Drag-n-drop makes for an inflationary universe."

How do I know this? Google of course. I got a Google alert that clearly showed a semi- competitor posting the same blog from their website across a number of popular media sites. In the haste to do so they managed to get a very negative comment from one angry reader asking what their post had to do with the group they posted in. Ooops.

The group was closely associated with their regular business operations but the post, while technical and meaty (good content), didn't fit the group theme (location location location) at all.

The lesson? Write good content and post it where it matters most. If the post is novel but not aligned directly with your business (but still potentially helpful to somebody or indicates your capability in a new marketplace) then look more carefully where you cross post even if it is in your normal backyard.

Otherwise, our proverbial sewer will backup and overflow into some other universe. We don't want that now do we?