Book: Naked Conversations

Robert Scoble and Shel Israel coauthored this book about business communication in the age of blogs. For decades, businesses have been walled off, with little transparency, and often awkward responses to bad publicity. But the internet has ushered in new ways of communication, and many businesses have been slow to change. Those who have changed are reaping the benefits.

Blogging has led the charge. As easy as it is to set up a blog, no business has a valid excuse for not having one. You can post helpful how-tos, announce new products (without the reporter middleman, keep your message pure), respond to public criticism, even ask questions (your customers will have something you can learn from). The comment section on a blog is a simple two way communication between the business and the customer.

The more transparent your company can be, the more you can share with people, the more you can promote your customers, the more everyone (except your competitors) will appreciate you. A prime example of how blogging and transparency helped revive a company is found with Scott Monty’s efforts at Ford, the only major US automaker to not take any federal bailout money. This can work for you.

Stop talking at your customers, get a copy of this book, read through it a few times, and start talking with your customers.

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