Dan Gillmor in his book, We the Media: Grassroots Journalism by the People, For the People, demonstrates the value blogs provide to journalism and the new phenomenon of citizen journalism.  In their book Naked Conversations, Robert Scoble and Shel Israel take blogs one step further by highlighting the multifaceted functions blogs can provide to businesses.  From public relations to internal communications blogs, if done right, can provide value to a business in a number of different ways.

 Starting a Conversation

Scoble and Israel show how by allowing and encouraging blogging companies are able to open a dialog with their customers.  Using the example of Microsoft, Scoble and Israel demonstrate how a company, which is viewed by some as being the root of all evil, uses  blogs to create a dialog with both supporters and critics.  Additionally, employees in the company have been continually blogging. Microsoft’s blogs include everything from traditional blogs to Channel 9, the company’s video and according to Scoble and Israel, only official blog.  While legal may have been nervous about the blogs at first so far the company has gone without a blogging policy in place. 

In addition to Microsoft’s blogging adventures, there have been numerous other companies, both large and small, that have used blogs as a way to engage customers and start conversations.  One such blog that I found interesting is the story of the Savile Row tailor Thomas Mahon.  According to Scoble and Israel, Mahon created his blog, English Cut, not as a sales tactic but as a way to talk about his interest and love for being a tailor.  He explained the art and time it takes to create such an expensive suite.  In turn his blogging dramatically increased his business. People began to know and trust him through reading his entries.  Blogging gave him global visibility at a fraction of what regular advertising would cost.

Another company I found interesting is Stoneyfield Farm.  What I found interesting about this company is how they really understood their audiences.  Instead of creating a one size fits all blog the company created five different ones targeting specific niche markets.  I think this is a really interesting tactic because it allows the company to develop personal relationships and have targeted conversations with the different populations who consume their product.

Collaboration tool

In addition to being a great way to engage customers, blogs can also be used as collaboration tool.  In chapter five Scoble and Israel discuss the collaboration capabilities blogs bring to the table. Blogs are often used in the corporate word as an internal communication tool for both executives to communicate and employees to collaborate.  According to Scoble and Israel, “private collaboration makes up a significant portion of business blogging,” (p. 61).  I know within my own company we have blogs which are used as way for teams to share knowledge.  Team members post everything from meeting notes to proposing questions.  They provide an outlet where teams can work together regardless of geographic location.  Additionally, the blogs provide a central repository for storing information.

Elements of a Successful Blog

What I took from the first half Naked Conversations is that no matter what type of blog a company is creating there are several elements that need to be present in order for a blog to be successful.  These elements include but are not limited to: maintaining a central focus, write about your passions, keep your audience in mind when writing, create posts that are interesting and relevant to your target audience, and be genuine. 

Blogs, according Gillmor and Scoble and Israel, are meant to be a conversational tool and readers want to be engaged.  Readers do not want to be given a sales pitch; they want to know why you love your product or why you love your job.  They want to be engaged and enter into a trusted network or relationship with the writer.  Additionally, a blogger needs to be open to criticism.  Not everyone is going to like the blogger or his or her company at all times and the blogger needs know how to respond when appropriate. Blogging is essentially a give and take relationship between the blogger and his or her readers therefore, before starting to blog companies, in my opinion, should be prepared with how they are going to address the tough questions by being open and honest.  In order for a blog to be a successful part of the marketing mix the blogger needs to develop a following of readers who trust and want to share his or her blog with their friends.

There are many unanswered questions when looking at the future of business blogging questions such as: if blogging becomes the corporate norm will readers trust the blogs or will they view them as another public relations spin tactic?  Will blogs eventually replace newsletters and other customer relations collateral? Does blogging help to maintain a company’s reputation and brand? It will be interesting to see what the future holds for this many-to-many communication tool.