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Blog Schmog: The Truth About What Blogs Can (and Can't) Do for Your Business
 
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Blog Schmog: The Truth About What Blogs Can (and Can't) Do for Your Business (Hardcover)

by Robert W. Bly (Author)
4.5 out of 5 stars See all reviews (2 customer reviews)
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Frequently Bought Together

Customers buy this book with The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly by David Meerman Scott

Blog Schmog: The Truth About What Blogs Can (and Can't) Do for Your Business + The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
Price For Both: £19.48

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Product details

  • Hardcover: 256 pages
  • Publisher: Nelson Business an imprint of Thomas Nelson Publishers (14 Mar 2007)
  • Language English
  • ISBN-10: 078521576X
  • ISBN-13: 978-0785215769
  • Product Dimensions: 21.1 x 14 x 2.3 cm
  • Average Customer Review: 4.5 out of 5 stars See all reviews (2 customer reviews)
  • Amazon.co.uk Sales Rank: 232,277 in Books (See Bestsellers in Books)

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Product Description

Product Description
Reveals the pros and cons of blogging; the effect of blogging on writing and the printed word; and the effectiveness of blogging in its major applications - especially marketing, politics, and technology.

About the Author
Robert W. Bly has more than twenty-five years experience as a copywriter specialising in direct marketing. His clients include IBM, Lucent Technologies, Nortel Networks, and Sony. He has won numerous marketing awards and is the author of more than sixty books.

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4.0 out of 5 stars A cautionary tale, 22 Aug 2008
By Oscar Del Santo (London, England) - See all my reviews
(REAL NAME)   
Robert Bly's 'Blog Schmog' reads like a cautionary tale for all those who are made to believe that blogs are the ultimate marketing tool.

Mr Bly's honest and balanced assessment of Blogs and their marketing relevance is a welcome addition to the literature in the field. Though I am more optimistic than he is when it comes to the future of blogs and their impact on PR, I believe his book raises some fundamental issues about branding, direct marketing and the hype and overblown promises by internet consultants and what he defines as 'blog evangelists'. Thumbs up.
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5.0 out of 5 stars "Cherish those who seek the truth but beware of those who find it." (Voltaire), 4 Mar 2008
By Robert Morris (Dallas, Texas) - See all my reviews
(TOP 100 REVIEWER)    (REAL NAME)   

Those who are about to read this book need to keep in mind that in it, Robert Bly shares his thoughts about what blogs cannot do (nor be expected to do) as well as what they can do. Over the years, he has earned and deserves his reputation as a master of reasoning, reading, and writing skills...whatever the given genre may be. Among his previously published books, my own favorites are The Copywriter's Handbook, his Guide to Freelance Writing Success, and most recently, The White Paper Marketing Handbook. In his latest book, Blog Schmog, he focuses on "the strategy of using blogs as a business-building and marketing tool, explaining how your time is best bent on strategy, not fooling around with programming or design." Bly then goes on to explain, in the Introduction, that his book "is written from the point of view of a blogging skeptic and doubter, not one who has bought into the whole blogging fad without holding it up to close scrutiny... And my conclusions about blogging, unlike those of [blogging consultants, enthusiasts, and evangelists], are not always favorable; my positions on blogging are highly controversial within the blogosphere." He urges those who read this book to share their comments ideas, techniques, and/or success stories with him at rwbly@bly.com or to visit www.bly.com.

Who will derive the greatest benefit from this book? Probably, those in need of expert advice on how to start their own blog, and, those who have done so and are dissatisfied with the results thus far.

Time Out: There are significant differences between personal blogs and institutional blogs. Therefore, those who are about to launch either a personal blog or an institutional blog should first answer the six questions posed on Pages 55 & 56 in Chapter 2, "How to Start Your Own Blog." (Bly cites Elisa Camahort's Worker Bees as their source. Her Web site is workerbeesblog.blogspot.com.) Moreover, I think that those who have already launched a blog and are not satisfied with results thus far should also answer these six questions. For those with a special interest in institutional blogs, Bly provides an insightful analysis of do's and don'ts in Chapter 7. Then in Appendix E, he identifies "Business Blogs Every Blogging Newbie Should Know" and provides links to them.

To me, some of the most valuable information and counsel are found in Chapter 3, "Blogetiquette: The Rules of Blogging." He shares his responses to a number of frequently asked questions. For example:

Is "selling" a person, a company, or a product acceptable in the blogosphere?

How to treat copyrighted material in a blog?

Why are corporations afraid of blogging?

What is the "bloatosphere" and what's wrong with it? (Note: Bly cites Steven Streight, president and CEO of Streight Site Systems, as his source for much of the response provided.)

What is "ghost-blogging' and why does it occur?"

What about other types of blogs such as "simulated," "drivel," "sleazy link," "fictional persona," and "link farm?" What does Bly think of each?

Throughout his narrative, Bly inserts a series of "Rules"(also listed in Appendix B) and provides a context for each. (I highlighted each of them to expedite periodic review of them later and suggest that other readers do the same.) He concludes this chapter with Rule 8A: "To be effective marketing vehicles, blogs should be relatively free of marketing. They should contain useful content and the truth, not hype or sales talk. To violate this rule not only costs you sales and credibility, but it also incurs the disdain and wrath of the blogosphere." He makes essentially the same assertion about white papers in an earlier book, The White Paper Marketing Handbook.

In the final chapter, He shares a number of opinions whether or not blogging has a future and many of these opinions are certain to generate controversy. (Bly urges those who disagree with any of them to contact him at rwbly@bly.com. He plans to share feedback with readers of the next edition of this book.) I strongly recommend, however, that the first nine chapters be read with great care, first. I cannot think of a better way to conclude this review than to share the conclusion to Bly's book:

"So blog if you want to. If you don't like blogs, don't bother. And if you think the advice in this book is great, and you want to let me know, or if you think I don't know beans about blogging and that my advice is useless, you can certainly say so - on my blog.

"Best of luck to you in the blogosphere - and outside it!"
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