Blogs typically allow readers to comment on your postings as well, meaning you can obtain valuable feedback and incorporate it into your promotions for SOA adoption. Despite their utility, blogs and wikis are no substitute for face-to-face conversations with key stakeholders. Whether you're the CIO or just another developer, convincing key people to buy, into service orientation is ultimately the only way to get it adopted. Keep in mind, however, that building service-oriented systems is hard. Even if you get buy-in from the right people, it doesn't mean that actually building and deploying services is trivial. After all, you still have to deal with changes in development processes, training, tools, and perhaps new avenues of technical collaboration with other teams. Nevertheless, actively addressing the social side of the equation greatly increases your chances for success with SOA.