As I reached the end of Naked Conversations, I felt that Israel and Scoble accomplished what they set out to do — they wrote about blogging authoritatively and with an open mind. They managed to inform with a respectful measure of success and a healthy dose of humor, even though their subject was a “moving writing target,” as the authors aptly put it. Nevertheless, their attempt to offer a broad spectrum of case studies and insights into blogging overshadowed some of the general topics of interests that should have been discussed in greater depth.
One of the issues that I would have liked the authors explore further regards the way in which companies that sell specialized content and are part of the traditional media should approach blogs. Many publishers in niche markets, for example, still struggle to find a voice in the blogosphere and they face many challenges, like the cannibalization of their own content and resources. How should they sell their specialized content and still produce a blog free of charge that discusses those issues that their customers are interested in and are paying for? Moreover, the criticism and pressure from consumers to have a larger role in traditional media, a role that reaches beyond the editorial pages, only seems to grow as the popularity of blogs increases.
Another issue that was marginally addressed by the authors relates to the legal minutiae — as well as serious lawsuits — that some companies face if they decide to blog. Many government and corporate watchdog organizations that provide indispensable services to the community, for instance, bolster the “do-the-right-thing culture” that the Scoble and Israel describe and are prime examples of the transparency that blogging requires. They should be able to enjoy the trustworthy label that many blogs enjoy. But most importantly, they should blog. Yet, they’re hesitant to do so because of heightened pressure and lawsuits from the very people whom they keep watch to prevent unethical practices. Scoble and Israel suggested pointing out if a company or an individual is an underdog. So while most people enjoy a good David versus Goliath real world story, does that really help make the case? How can those organizations foster their missions and take part in the blogosphere? Will they ever be able to blog freely?
Toward the end of their book, the authors seem to contradict themselves when they talk about their own blog preferences. They clearly favor personal blogs because of their “edginess” and, naturally, the risks that an individual may be able to take on a personal blog. However, Scoble and Israel set out to write an entire book based on the way blogs are changing the way businesses talk with customers. So while their ideas and perspectives on corporate blogs are valid and useful, one must wonder if the authors believe that corporate blogs can have the “edginess” that they like in blogs, but also be able to withstand the business world. Based on the various case studies mentioned on the book, I would say yes. But would Scoble and Israel agree?
