Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers- Robert Scoble and Shel Israel
“Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers” is a book that explores the impact of blogs on corporate communication and marketing, and how businesses can use blogs to better connect with their customers.
The Blogosphere is Powerful
The authors argue that the blogosphere, or the community of bloggers and blog readers, is a powerful force that businesses cannot ignore. Blogs have the ability to spread information quickly and widely, and they give a voice to consumers who may not have had one before.
This means that businesses need to pay attention to what’s being said about them in the blogosphere and be willing to engage in conversations with bloggers and their readers.
Blogs are Searchable
The authors highlight the search engine optimization (SEO) benefits of blogging. Blogs are highly searchable, which means that businesses can use them to improve their visibility in search engine results pages (SERPs). This can help businesses attract new customers and drive traffic to their websites.
Blogs Can Help Businesses Innovate
The authors argue that blogs can be a powerful tool for innovation. By engaging with customers in conversations on their blogs, businesses can get valuable feedback and ideas that can help them improve their products and services.
Blogging is Here to Stay
The authors conclude that blogging is here to stay and that businesses need to embrace it if they want to succeed in the digital age. While the technology and platforms may change, the principles of transparency, authenticity, and two-way communication that underlie blogging are likely to remain relevant for years to come.
Bloggers are Influencers
The authors emphasize the influence that bloggers have in the blogosphere. Bloggers can help businesses reach new audiences, and their opinions can have a significant impact on consumer behavior.
Businesses that want to succeed in the blogosphere need to identify key bloggers in their industry and engage with them in a meaningful way.
Transparency is Key
The authors emphasize the importance of transparency in corporate communication. They argue that in the age of the blogosphere, businesses can no longer hide behind carefully crafted PR messages. Instead, they need to be open and honest with their customers and be willing to admit their mistakes and address criticisms openly.
Blogs are Personal
The authors argue that blogs are a personal form of communication. They give businesses the opportunity to connect with customers on a more human level and to show the people behind the brand. This means that businesses need to be willing to share their personalities and their stories on their blogs.
Blogging Takes Time and Effort
The authors emphasize that blogging takes time and effort. Businesses need to be willing to invest resources in their blogs, including time, money, and personnel. They also need to be patient, as it can take time to build an audience and see results from blogging.
Authenticity Matters
The authors argue that authenticity is crucial in the blogosphere. Consumers are skeptical of corporate messages, and they can easily detect insincerity or “spin.” Businesses that want to succeed in the blogosphere need to be authentic and genuine in their communication.
Blogs are Conversations, Not Monologues
The authors stress the importance of two-way communication in the blogosphere. They argue that blogs are not just a way for businesses to broadcast their messages, but also a way to engage in conversations with customers. Businesses need to be willing to listen to their customers and respond to their concerns and feedback.