This New York Times article entitled "What Are the Blogs Saying About Me?" brings up the very key point that reading blogs can be just as much an act of narcissism as creating one. Though this piece focuses entirely on well known writers using sites like Technorati to find reactions to their work, I think it can be extended to just about anyone. I know I've found myself searching my own name and friends' names in Google and Technorati.

"ALMOST every author I know with a new book does it - the embarrassing, nearly irresistible, ritualistic dip into Internet-assisted narcissism."