When the test cricket is ending, Breakfast Radio A-Teams are back, and The Australia Day Long Weekend is about to commence (even with a weird Tuesday as the holiday, making it in effect a 4 day weekend) - that means Summer is Ending, even if the Weather is just heating up.

Maybe counter-intuitively too, I’m heading back to Melbourne for 18 hours as a website I worked on is having it’s launch, at the swank Adelphi. It’s always nice when a site ships + goes onto the next stage of customer growth, iteration, feedback + advertiser integration.

Spent the week being the go-between for projects I’m working on that involve reaching “influentials” “influencers” “bloggers” “twitterers” “networkers” - and all the other types of terms.

I can relate to both sides of the equation.. having spent past 5 years as social media entrepreneur type indexing Aussie blogs into a search engine and syndicating social media content - While also having written thousands of blog posts, 12K+ tweets, god knows how many flickr uploads and so on.

I quite enjoy being the go-between, but u really need to listen to the blogger that u r making the approach to. U want to get something from them. So there needs to be something significant in it for them. Because also let’s face it : If you dont, it’s very quickly blogged or tweet’d about and then your client is brought into it : And for all of google to see, for evermore.

"fight club is over." : "over? nothing is over till we say it's over. u may have shut this down, but u will never shut this down.... ASS MAN" #chuck S3E4

On the flip side, I’ve worked in agencies, for publishers, established and upstart. But no matter what : You need win/win on both side. But in reality it’s like a dinner party, often full of different guests u dont know - that u hope will gel as a group. And u as host has to try and make it work.

So I definitely dont want to get into analysis of #FebUSave - But if u break down the Win/Win equation from both sides : Bloggers, I’ll call them, that create long form content, every day. Generally need a business model to do so. They need revenue, brands, connections.

But as Dave Winer has said the advertising business model can often be advertising yourself to create other type of income: Whether it be consulting work, a job, speaking at a conference, be appointed as an expert advisor, or paid to be a brand ambassador etc.

But as Dave Sifry often pointed out when running Technorati - Most blogs are labours of passion done outside daily work hour.

For the passionate experts who have a blog, twitter, channel to lifestream their latest, the pull of big brand may not be immediate, unless there is a clear value proposition.

Rather than just do something for me, it could be doing something for someone else that appeals to some bloggers : The Bushfires Relief; Haiti. Breast Cancer.

So reading the paper this morning, with a coffee, while glancing over at Tweetie, I noticed the rising trending ANZ’s #febusave topic.

To be honest I hadn’t heard of #febusave and like alot of business created trending topics, to be honest, I don’t fully get some of the creative hashtags, but heck a brand getting onto twitter i prefer versus one that isn’t.

But it’s a fine line and even tho it’s a Win-Win world, I think the line should be weighted towards the little guy. Because let’s face it, when it comes to bank, they do have a decent amount of resources. And if they or any brand for that matter really wants to go social, they have to understand the people behind the blogs. And what drives them. And what type of content and promotions or not they are likely to be interested in on their blog. That helps drive traffic. Provides something unique, new and timely that their readers will want to check out while checking into tweetie in the morning.

Think I’ll watch #FebUSave unfold….. it’s certainly been interesting reading on the Friday morning of Australia Day Long Weekend. Seems the Real 2010 started a few days early this year.