Trade Book Review


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This presentation by Matt Mauney, a senior Journalism major at Georgia Southern University, looks at the book "Naked Conversations" by Robert Scoble and Shel Israel. The book looks at the art of blogging from a business standpoint and tells how companies can utilize blogging to help their company.

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  • Naked Conversations – How blogs are changing the way businesses talk with customers.Foreword by Tom Peters.I selected this book because it seemed interesting and, as someone who has been blogging for a while, was interested in what this book had to say about blogs when it came to businesses. This book is about the effect of blogs on businesses and how this new technology can help (or hurt) business.
  • I was fairly shocked when I Google searched the authors of the book and found this picture. This is Scoble and Israel at the book launch of Naked Conversations. Outside of writing books about social media, Scoble helps run Microsoft’s Channel 9 web site and Israel has played a key role in introducing some of technology’s most successful products like PowerPoint and FileMaker.
  • Here are some points that I found interesting when reading this book. I will briefly discuss each one and tell what I learned about each topic.
  • This book is all about how businesses can utilize blogging to benefit their companies. Blogging provides instantaneous interaction with the public and is an affordable and efficient way to connect with your desired audiences. It allows businesses to address their audiences, provides a platform for interaction and discussion, and allows businesses the tools to address crises and make their products better by listening and holding “conversations.”
  • Blogging is unique because it allows users to connect with hundreds, thousands, and even millions of people by utilizing the Internet. Chapters 2 and 3 address this by pointing out that virtually anyone can publish a blog, have that blog found in online searches, provide interactivity to the visitors of the blog and allow for the blog to be linked and syndicated across the “information highway.”
  • Chapter 5, entitled Little Companies, Long Reach, focuses on how blogging is both important and beneficial for smaller companies. Although not all of the companies mentioned in this chapter are small companies, they are not global powerhouses. Therefore this chapter is all about how blogging can help a business gain a better reputation and and help the business grow.
  • Don’t’s – Sinceblogging is generally seen as a forum where people (or in this case businesses) can voice opinions, there isn’t any real rulebook on what a blog should be, look like or include in terms of content. However, it is important, especially when a blog bares the name of a company, that the blog stays as credible and objective as possible. By doing this early on, the company builds an audience base and is more likely to keep that audience and have it grow if they stay a reliable resource on the web. Do’s – This chapter listed 11 helpful tips to improve a company’s blog. These included: being well-informed, having an appropriate blog name that has the best chance to be found easily on search engines, keeping your blog focused and straight to the point, cite all references and resources and provide as many links as possible.
  • This book paid close attention to detail when it came to why and how business can thrive when they utilize blogging. The book provided various examples of businesses and CEO that utilize blogging, along with some that have not (at least at the time this book was written) embraced bloggong. Among examples given were Mark Cuban, the owner of the NBA franchise the Dallas Mavericks, who uses blogging to connect with fans, and several Microsoft employees that utilized blogging to change the publics perception of the computer and software company. One example that was given of a business that hasn’t embraced blogging was Apple. As one of the leading technology companies in the world, I found it especially surprising that Apple doesn’t embrace blogging and furthermore, discourage their employees from taking part in the “blogosphere.”
  • Naked Conversations was originally printed in 2006, now that it is 2010, I would like to know how some of the topics of this book have changed, or haven’t changed. Although it was just four years ago, there have been a good amount of developments in technology and blogging in general, so it would be interesting to see how businesses are utilizing blogging now and if companies that were not embracing blogging are now embracing this technology.
  • This book is extremely informative and takes an interesting look at blogging. For anyone that may be a business professional one day, this is certainly a must read.
  • Trade Book Review

    1. 1. PRCA 3030Social Media and PRTrade Book Review <br />By Matt Mauney<br />
    2. 2. Naked ConversationsBy Robert Scoble and Shel Israel<br />
    3. 3. Robert Scoble and Shel Israel<br />At the book launch<br />
    4. 4. What didIlearn by reading this book?<br />Blogging – it’s not just for your everyday people<br />Utilize blogging to reach out <br />Helping out the little guys<br />Blogging do’s and don’t’s<br />
    5. 5. Blogging – it’s not just for your everyday people<br />This book isn’t just about blogging, it’s about business blogging. <br />The authors are clear and concise on how important blogging is to a company and how it provides an opportunity for businesses to outreach to their customers, receive feedback from their audiences, and provide an opportunity to “create conversations.” <br />
    6. 6. Utilize blogging to reach out<br />Blogging is different than other types of communication.<br />The six pillars of blogging<br />Publishable <br />Findable<br />Social<br />Viral<br />Syndicatable<br />Linkable<br />
    7. 7. Helping out the little guys<br />Blogging is an essential tool for companies of all sizes<br />For the smaller companies (or the ones that have little to no exposure on the Internet) it is important to utilize blogging to help your business grow and get your companies name out there.<br />
    8. 8. Blogging do’s and don’t’s<br />There isn’t a blogging rule book<br />However, you must maintain credibility if you want to be viewed in the most positive way for your business<br />Some tips to keep in mind to have a successful blog are to be well informed, choose a good name for your blog and always provide credible, useful and well-resourced information in order to make your blog your blog the best it can possibly be. <br />
    9. 9. What surprised me in this book?<br />The amount of detail the authors put into their book<br />How beneficial blogging can be for businesses<br />The laid back style of the book, but still informative<br />The examples that were given<br />Mark Cuban<br />Microsoft Employees<br />Apple not trusting bloggers<br />
    10. 10. What doIwant to learn more about, now that this book has piqued my interest?<br />Since this book was written in 2006, I would like to read an update on this, as the authors take a look at some of the same examples and tell how business blogging has changed since this book was originally printed four years ago.<br />
    11. 11. WouldIrecommend other students toread this book?<br />Absolutely, because it is very informative, uses great examples and can be applied in the future of many students.<br />I would especially recommend this book for any student who aspires to go into business or marketing. I feel that it will prove to be very helpful to these students and teach them not only about the importance of blogging, but how to get the most out of blogging for their respective businesses.<br />
    12. 12. Presentation by Matt Mauneye-mail: matt_mauney@yahoo.comwebsite: www.mattmauney.wordpress.comFollow me on Twitter: @mattmauney27<br />