It has the potential to be the world’s biggest party line. Or to kick word of mouth into hyper-gear for instantaneous communication. It’s a novel idea called Pheeder, a service that allows a person to broadcast short messages via cell phones to what could be an infinite universe of friends and acquaintances.

Given the ubiquity of cell phones and text messaging, Pheeder could be the perfect audio connector for today’s massive mobile buzz culture. The service provides voice mail pings to mini social networks on everything from a local pick-up game of streetball or impromptu house party to blog-like stream of consciousness on world events.

Pretty simple the way it works: You dial the Pheeder number, record a message and direct the service to the list or community you want to reach. Seconds later everyone in your group has a voicemail from your personal “phonecast” via VOIP. Think of it as a mini podcast with built-in distribution. Because users opt-in to receive a “pheed” or pass it along to friends, there’s limited spam potential.

By going audio, Pheeder takes social networking text-based services like Dodgeball to the next level, opening up opportunities beyond what bar your buds are gathering at.

Consider the options for this new form of blogs, or phone blogs -- or as I like to call them, “phlogs.” There’s great upside for PR and marketing types in leveraging this kind of user friendly syndicated opt-in service.

Imagine your company has a hot new upgrade coming out for its popular handheld device. Pop yourself into a service like Pheeder and you can let your loyalists know the good news and how to get the feature by driving them to your website or retail partner.

Say you have a product recall and you want to let customers know about the issue. Record a 60 sec. vmail from your CEO explaining the problem and assuring consumers your company cares about its customers and is doing everything it can to address the issue with specific steps people can take.

Or how about internal comm’s, reaching a remote and mobile workforce with messages on everything from quarterly earnings to new market direction to company pep talks?

Lots of potential in the world of politics as well with political marketing. Some pundits see it as the ideal opt-in answer to the irritating automated phone messages you get from Dubya on election eve.

No matter how you slice them, what makes phlogs so compelling in this era of WOM and authenticity is their permission-based quality. The antithesis of brand spam and junkmail. You only get it if you say you want it or it comes from a trusted friend.

Phlogs are a chance for brands to become that trusted friend, to speak the language of buzz in the latest medium of social networking.