Everytime Jonathan thinks he's done with the Edelman story, something else crops up. While he may have the occasonal second thought, I, for one, am proud that he wrote that first letter to Jim and Luara and opened the blogger flood gates that got this story rolling. Last night Jeff Jarvis waded in and Edelman posted this comment: Jeff, I accept your criticism on behalf of the firm. I can tell you that our determination to be leaders in the blogosphere is undiminished. We are taking this as an important lesson, that we have not done sufficient education of our team on the proper way to interact with new media. Our Me2Revolution team is doing three company wide mandatory training sessions next week to ensure that the WOMMA guidelines are strictly applied. We are establishing a 24/7 social media hotline which will vet programs before they are presented to clients. We will participate in development of best practices outside of the US and will comply with the rules in each country. We will do better. Count on it. We are listening. Edelman's second sentance says it all: he's determined to be a leader in the blogsophere. He just doesn't get it. There are no leaders. The blogosphere isn't a top-down organization. No one is in charge. No one leads. Individuals can choose to be examples; both good and bad. But they have no authority to say follow me. Bloggers will choose to follow, or lead, based on their criteria, not the criteria of any code Of ethics or list of best practices. Jeff Hess: Have Coffee Will Write.