So begins each post: “My friend so-and-so surprised me with a You Make My Day Award. Thank you! (You should really check out their wonderful blog!) I’m to post this with the following proviso,” etc, etc.

Nothing wrong with a little guerrilla marketing, in this case lighting a back fire up the social network where blogroll links and reciprocal courtesy comments were just not keeping everyone’s interest. Internet blogging has set into motion a real-time one hundred monkeys experiment, but of course someone has to address the task of monitoring the output. We won’t know if even a blogosphere of monkeys typing away can produce Shakespeare unless somebody is diligently evaluating the gibberish.

It didn’t take long tracing the roots of the You-Make-My-Day-Award givers to find someone who explained the rules as: “You have to pass this on to ten people” etc. And there it is. The YMMDA is a chain letter. And like so many viral emails, its driving force is a smile over coffee, pass it on.

Chain emails, whether they promise warm and fuzzies or anticipation that Bill Gates will personally pay you a quarter of a million dollars, are disseminated to chart social networks, yours. They plot connections between people, particularly the veracity of those connections measured by the speed and frequency with which you give your friends priority. Such information is valuable to anyone wanting a bead on you. Use your imagination.

So the You-Make-My-Day-Award is netting bloggers, internet users who may have moved on from circulating those clever email chain letters. I’m perhaps most disappointed that people using their blogs as creative outlets, can’t be creative enough to praise each other on their own initiative. They have to borrow a concept, a graphic and a blurb, and admonish each other to keep it up. These monkeys are getting tired.