Written by: Robert Scoble and Shel Israel

Submitted by: Sara Smith

The authors, who are corporate blogging proponents and practitioners, explain how blogging in business can enhance communication with internal and external customers. Blogs are essentially conversations that foster open two-way communication, which the authors argue is a significant departure from businesses’ traditional client-communication methods.

The authors demonstrate their points through case studies and extensive interviews with bloggers in a variety of businesses.  The book also provides a helpful guide on how to do business blogging the right way. Although it’s unlikely blogging will completely replace corporate marketing and technical communication departments, it may prove to be a valuable enhancement to the documentation we provide. To make the most of blogging’s benefits, we need to know how to make it work for us and for our users.