One of the authors is Robert Scoble. You can follow Robert Scoble: @scobleizer. He currently works for Rackspace and is working on building a community for people who love the internet, Building 43.
Shel Israel is the co-author of the book. He has given many speeches and written books and articles regarding social media issues. He works at Fast Company, a company Scoble has worked with previously, where he produces an online video blog series. Shel’s twitter is @shelisrael.
Tom Peters wrote the forward to this book. According to tompeters.com. Tom Peters is a management guru and has written much on management and investing. His most popular book is titled In Search of Excellence.
Before reading this book I thought of blogging as more of a voice to consumers. However, this book has made me realize that, unlike usual communication tools, a successful blogger for a company must be the ears as well. A company’s blog must read comments of consumers that may voice concerns or helpful feedback. By allowing customers to comment it allows them to satisfy their natural human desire to talk back. Additionally, blogging betters true two way communication. Before reading this book I never heard “culture” and “blogging” be used in the same sentence but after reading my eyes have since been opened up to the possibility that it is like a culture. I am interested in learning more about how many people, like the authors, refer to the blogging world as a culture. Is it a culture in its self or is it going to be part of our culture?
The book claimed that some companies discourage blogging. Two of the companies the authors mentioned that do this is Apple and Google, which was surprising to me since I think of them as a leader in technology innovation. Although I’m sure some organizations are worried about blogging for legal reasons I believe organizations should take the time to “teach” their companies the proper way to blog because it can be a valuable communication tool.
I found the book very interesting and lively. Although I am familiar with blogging, the authors gave great tips on how to get an organization into blogging successfully. The only set back I would say this book has is that it may be intimidating for those who are not even close to familiar with blogs because the authors tone may come off as demanding or there may be too much information and the novice reader may feel overwhelmed.
A Review by Lindsey Townson<br />
About Robert Scoble<br />@scobleizer<br /><ul><li>Self-acclaimed blogging enthusiast