本文介紹台灣最大的部落格「無名小站」的媒體現象，包括發展歷程、部落客的創作與商業代言、社群集體行為、以及面臨新興社群網站的挑戰。網友在部落格自由發表評論或感想，不必經由編輯的篩選，也不必花費昂貴的製作成本，改變傳統的媒體、編輯、作者及讀者的結構；知名部落客成為名作家或是意見領袖，自然衍生了口碑行銷的商機。此外，虛擬社群產生的集體行為，例如「人肉搜索」，引起社會廣泛的注意。本個案教學主題為：（1）以「印象管理」及「自我呈現」的概念，探討部落客的創作現象，進而衍生的口碑行銷議題；（2）部落格具有的公共性，可與商業性進行比較和反思；(3)新興社群網站蓬勃發展，無名小站要如何面對挑戰。

This case introduces the media phenomena of the largest blog platform in Taiwan, Wretch.cc, which includes its history, blogger advertising endorsements, "human flesh searches" and the challenge emanating from the new social websites. A blog is a new form of media where Internet users post their criticisms about current issues or share their feelings and thoughts on daily trivia without the need for editorial permissions or expensive production costs. Gradually, popular blogs have become a good channel for word-of-mouth marketing. Besides the commercial aspect, blogs group writers and readers to form a virtual community with communal norms and various group behaviors. The "human flesh search" that originated from Asia has also become an Internet phenomenon and has given rise to many social concerns and discussions. The three teaching themes in this case are: (1) to analyze the theories of "impression management" and "self-presentation" when interpreting bloggers' motivation and to further discuss the commercial issues of blog word-of-mouth marketing; (2) to understand the social meaning of group behavior in a virtual community; (3) to examine the niche strategy of Wretch.cc when confronted with the challenge of new social media websites.