Part 2 from my notes from May 29, 2006, after reading Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers by Robert Scoble and Shel Israel. If you have not read Part 1, please go back and start there. Although, these notes taken directly from the book on why one should blog are still spot on after 10 years and a maturing blogosphere.
Reasons to blog:
p.19 Blogging gets good ink and a lot of it, so it has to be good for attracting and retaining customers.
p.21 Blogging’s advantage as a recruiting tool.
p.25 David Sifry, founder and CEO of Technoroti (a group of like services attracting blogging topics, links and trends): “The overall growth of blogging is among the fastest of any technology in history.”
p.27 The most important aspect of the blog is that it’s conversational. Phones, faxes, email, SMS, and IM all extend the conversation through online forums, bulletin boards and chat rooms. But none of them lets one person converse with many people of multiple locations from any point where she or he has a computer internet access; not until blogging.
Collectively, there is compelling evidence that communication’s revolution is underway, moving from a controlled one-way model to a decentralized interactive one. Businesses need to join the conversations because they build trust.
Because blogs are also the lowest cost communications channel, you can reach thousands, perhaps millions of people, for an investment of a few cents and some personal time.
Blogs are infinitely more efficient than any other corporate communications medium.
p.29 How blogging links boost your Google juice. In fact, nothing boosts your search engine’s standing better. Neither a press release or a full page ad in the NY Times will boost your search engine rankings as much as regularly updated blogs. The shortest, cheapest, fastest and easiest route to prominent Google rankings is to blog.
p.28 Blogging’s Six Pillars: The six key differences between blogging and communications channels; you can find one of them elsewhere but not all:
1. Publishable – anyone can publish a blog. You can do it cheaply and post often. Each posting is instantly available worldwide.
2. Findable – through search engines, people will find blogs by subject, by author or both. The more you post, the more findable you become.
3. Social – the blogosphere is one big conversation. Interesting, topical conversations move from site to site linking to each other. Through blogs, people with shared interests build friendships unrestricted by geographic area.
4. Viral – information often spreads faster through blogs than via a news service. No form of viral marketing matches the speed and efficiency of a blog.
5. Syndicatable – by clicking on an icon, you can get free home delivery of RSS enabled blogs. RSS lets you know when a blog you subscribe to is updated, saving you search time. This process is considerably more efficient than the last generation method of visiting one page of one web site at a time, looking for changes.
6. Linkable – because each blog can link to all others, every blogger has access to millions of other bloggers.
p.43 Yossi Vardi (father of the kid who started ICQ) told us the world’s second favorite entertainment is storytelling conversations. It seems that collaborating is human nature and as one research experiment would indicate the reason is that collaboration turns us on. There is a striatum – a primitive brain sector growth that is active during collaboration.
p.44 Blogging lets you listen to what people are saying about your product, company or category and gives the opportunity to respond.
p.45 “Word of mouth on steroids” (blogging) builds credibility, enthusiasm and customer evangelism.
More to come tomorrow. Isn’t this enlightening? That almost a decade ago the tech folks realized the potential power of the Internet to start and continue conversations.