There have been significant changes to our Table of Contents since we posted it in March. We imagine there will be additional revisions as well. If you have any ideas for chapters not yet written, please let us know.
Foreward by Tom Peters
Introduction
Explains that blogging is about conversations and that businesses through blogging can now have conversations with their constituencies on a worldwide basis, cheaply and effectively because blogging has made the conversation scalable.
PART ONE—What’s Happening
Ch 1—Soul of the Borg
Specifically addresses history and impact of blogging at Microsoft and how it has improced external perceptions as well as the morale of mid-level managers.
Ch 2—Why Blogging Matters
Discusses the technical and social conditions that contributed to the tools and demand for blogging and lists six fundamental blogging attributes as well as why they make a difference.
Ch 3—Word of Mouth
Discusses the power and efficiency of word-of-mouth marketing through examples that include ICQ, Skype, Firefox. Explains the connection between blogging and word-of-mouth.
Ch 4—Direct Access
This chapter includes interviews with, Mark Cuban, owner of the Dallas Mavericks, Bob Lutz, vice chairman of General Motors, Dave Winer, father of the blog, Jonathan Schwartz, president and COO of Sun Microsystems on how they use blogging o directly access audiences that matter to them, offsetting the impact of traditional media which has not always covered them in ways they liked.
Ch 5—Small Companies—Long reach
We talk with several entrepreneurs and even mid-size company representatives about how blogging has helped them succeed by building a global presence on extremely low budget to benefit their companies.
Ch 6—Consultants who get it
We interview several consultants who offer insight on how blogging has helped them build strong businesses, bringing these blogging consultants closer to existing customers and new prospects.
Ch 7—Survival of the Publicists
This chapter explains why PR practitioners need to change their practices because blogging changes the manner in which companies talk to their constituencies. It speculates that while some may go the way of the blacksmith in the last century, it spotlights an array of PR practitioners who are succeeding by using blogs. These examples vary from home office to the head of the world’s largest independent PR agency.
(The above chapters have been completed)
Ch 8—Non-English blogs
Most business blogs are still conducted in English language, but other languages are fast-evolving, most notably in Japan and France. Germany lags because of cultural conservatism. China lags because of same.
Part II: Blogging Smart
Ch 9—Thorns in the Roses
We review good and bad reasons why companies should or should not blog. Including: fear of bad comments, no ROI, fear of being fired, loss of controlled message, perceptions of miniscule reach and not having sufficient time. We will discuss IP issues and include interviews with two lawyers: Charles Smith of Pheedo and Steve Nipper (Invent Blog). Further we will discuss “considering the source” knowing who to listen to and who to ignore.
Ch. 10—Doing It Wrong
You can do almost anything in blogs, including advertising and selling. But you need to do it in a transparent and authentic way. If you try to cram the same old crap into a blog, or attempt shameless self-promotion in the name of brand extension, you’ll be less than toast. You’ll be bread crumbs. We examine several cases of companies who have done it wrong including: character blogs( Captain Morgan, GourmetStation & Moosetopia), False voices: The Lincoln Fry, Corpspeak voices: Boeing, Obnoxious voices (Amway). The chapter will discuss the perils of ignoring the conversation (Electronic Arts, Kryptonite and Kensington).
Ch 11--Doing it Right
Chapter consists almost exclusively of XX Tips on What Makes a Good Business Blog being published one at a time by Scoble on this blog. To date, Scoble has posted seven such tips. We anticipate approximately 15. This chapter will be among the last to be completed.
Ch 12—Guidelines (This Chapter is completed)
Discusses the dangers of entrenching guidelines in an emerging medium. Examines the need for most companies to have some guidelines, to let bloggers know the taboos and for the legal department to not flip out. Discusses the cases of people who allegedly “got fired for blogging.” Publishes the first update of Scoble’s famous (seriously) Corporate Weblog Manifesto since 2003. Touches on ethics and tone. (This Chapter is included in the first-half submission.
Ch. 13 Blogging in a Crisis
This chapter includes an exclusive interview with Six Apart’s Mena Trott on what happened when her company surprised customers by going from free to fee. It give suggestions on how other companies can follow her company-saving approach. It also discusses how blogs can give your company time to respond and the importance of linking during a crisis.
We also discuss Steve Rubels “Emergency Lock Box,” in which a blog strategy is developed for each client in advance of a crisis; and it also gives tips on how to identify an authentic crisis vs a flurry of negativity and finally we look at how your trusted network comes into play.
Ch. 14 Using the Blogosphere without blogging
While we see reasons for most companies to blog, we know that it will be a long time in coming. However, this does not mean your business cannot immediately join the conversation. It talks about how, when and why you should comment, email or otherwise respond. We return to Buzz Bruggeman as an example of someone who uses the blogosphere as a social network to reputation market his company.
We take a look inside a blogger’s mind and offer companies tips on what motivates and influences them. We advise on how to pitch or not pitch them, and looks at how to turn positives into negatives.
Chapter 15 – Emerging Blog technology
Examines emerging technology, speculates on where blogs are going from a tech perspective and discusses how businesses can and should consider using them.
• MoBlogs—integration of geographic and time-sensitive data, and user-generated content. Discuss Google, Yahoo, MSN, Wavemarket & Dodgeball (maybe)
• Video Blogs—iinvestigates mpact of what Microsoft has done. Also VBlogs, the company
• PodCasts—looks at several that show great biz potential, discusses where it can go.
Chapter 16 - The Big Picture
This discusses what has happened and speculates on how the world will change because of blogging.
