Lately, there's been discussion about the portability of comments. Should comments be allowed on FriendFeed for example?
But comments are part of conversations, and conversations on blogs or any site have always been portable. People may discuss them in an email, meeting, IM or other blog. Now sites like FriendFeed and Twitter are facilitating off-site conversations.
This isn't anything new. Newspapers have had conversations about brands, and there is a reason there is such a thing as "word of mouth marketing." And consumers have always had private conversations with each other.
Attempting to control a conversation should never be the goal of any social media strategy. Participating and influencing are the real goals.
As for bloggers, yes the game is changing. And just like those in the Public Relations and Journalism industries, you too, will have to adapt.
In the meantime, check out these social sites. Be where the crowd gathers, and while there, do your thang!