First published August 7, 2008
Co-written by technology evangelists Robert Scoble from Microsoft and Shel Israel, a Silicon Valley tech guru, this book is a primer for those interested in understanding how blogs are changing the conversation between producers and consumers.
Fundamentally, blogging interferes with traditional corporate communications in that it is no longer possible for a company to ‘control’ their message. The book shares many examples of how this happens and presents case studies of companies who have handled the change well and those who haven’t. And then there are those who have been standing on the sidelines waiting to see if blogging just goes away.