Book Review: Naked Conversations: How blogs are changing the way businesses talk with customers By Robert Scoble and Shel Israel  2006 Naked Conversations explains the reasons behind blogging and its benefits to business people. It helps businesses strip away the layers of corporate speak that prevent businesses and customers from really getting to know each other, and shows businesses how to use blogs to have a meaningful dialogue with customers and partners without layers of polish and shine that customers know obscure real meaning. The key elements of the book include: Blogging is not just another tactical communications distribution channel, but a new strategic medium that benefits both companies and customers Why businesses of all sizes and in all places should blog Why such traditional taboos such as praising competition or publicly discussing product prior to launch make sound business sense in today's new Conversational Era How a poor understanding of blogs is costing one small specialty manufacturer $10 million in replacement products for disgruntled customers How a reviled software giant is seeing a new public image of openness develop thanks to thousands of active employee blogs What employers and employees should know about hiring and firing due to blogging and a code of ethics for blogging One of the most useful sections is an extensive section called Blogging Wrong & Right. Tips include keeping blogs simple and focused, demonstrate authority and passion and read as many blogs as you can before you start blogging. Some of the notable don’ts include being dull and not keeping it authentic and real. Comments on the book include: The Library Journal says: "Scoble, a video blogger for Microsoft, and technology guru Israel have put together a bible for business bloggers". B.L. Ochman - What’s Next Blog says: "Naked Conversations isn’t just another book about the theoretical possibilities of blogging and social media. It’s a remarkably well researched and well-written book about the people who are out there setting the precedents for social media. And it’s an explanation of the basics and the resources that’ll let businesses join the blogosphere". Available from www.borders.com.au

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