For the past five years, Microsoft employee Scoble has maintained one of the most popular blogs on the Internet. Mixing personal notes with passionate, often–controversial commentary on technology and business, his blog is "naked" i.e., not filtered through his employer′s marketing or public relations department a key part of its appeal. In this breezy book, Scoble and coauthor Israel argue that every business can benefit from smart "naked" blogging, whether the company′s a smalltown plumbing operation or a multinational fashion house. "If you ignore the blogosphere... you won′t know what people are saying about you," they write. "You can′t learn from them, and they won′t come to see you as a sincere human who cares about your business and its reputation." To bolster their argument, Scoble and Israel have assembled an enormous amount of information about blogging: from history and theory to comparisons among countries and industries. They also lay out the dos and don′ts of the medium and include extensive statistics, dozens of case studies and several interviews with famous bloggers. They consider the darker aspects of blogging as well including the possibility of getting fired by an unsympathetic employer. For companies that have already embraced blogging, this book is an essential guide to best practice. (Feb.) (Publishers Weekly, December 5, 2005)
"Scoble ... and ... Israel have put together a bible for business bloggers.... This book should be in all public libraries and academic business collections." ( Library Journal, January 15, 2006)
"...this book is an essential guide to best practice." (Publishers Weekly, December 5, 2005)
"...essential reading...(would) highly recommend to anyone..." (Financial World, May 2006)
"...reveal a new (blogged) world that is challenging the traditional way of doing business." (LRP, October 2008)
From the Inside Flap
Today′s consumer craves human contact. We′re sick to death of voicemail. Menus of options that never offer the option we need. A deluge of carefully spun "information" designed not to answer our concerns, but to influence our decisions. Mechanical voices telling us our call is important to them even as they refuse to answer it.
We′re frustrated in our attempts to reach a live human being, and when we finally do, all too often it′s someone who barely speaks our language and only reads from a script.
It is so surprising that the consumer distrusts the corporation?
Into this charged atmosphere comes a phenomenon called blogging. It′s interactive. It′s informal. It′s peppered with misspellings, grammatical errors, and an occasional forbidden word.
It comes from a real person. And it allows the consumer to talk back.
Robert Scoble, author of the nation′s best–read business blog, and veteran consultant Shel Israel believe bolgging is already changing the face of business. They show you how employee bloggers altered the public′s perception of Microsoft. How an outspoken NBA team owner uses his blog to connect with fans. How small businesses and Fortune 500 companies alike can benefit from blogging, and how failing to use it properly can be disastrous.
In the totally forthright manner that defines a good blog, Scoble and Israel are equally honest about blogging′s dangers. They examine the risk and how to manage them. And they have practiced what they preach. You′ll read comments they receive when they publish early drafts of this book on their own blog.
Traditional corporate communication is one–way, and customers are tired of being talked at. They want to talk back. This landmark book shows you how to let them, and why your business may depend on it.