When Robert Scoble and Shel Israel sat down to write a book on blogging, they started with a blog. They posted chapters of the book online as they wrote them in order to get feedback and refine their work. They had a continuing conversation with the blogosphere about the blogosphere, and the results are a pretty well rounded book on blogging, Naked Conversations: How blogs are Changing the way Businesses Talk with Customers.
‘Well rounded’ meaning they cover lots of different perspectives on blogging and have lots of real world examples. They’re basically in love with blogging. It’s not until page 133 when they say something negative about blogging, and then it’s three pages of talking about how mobsters, FBI agents and Enron executives probably shouldn’t blog. You think?
But their basic premise that in today’s Web 2.0, content-by-the-people world, marketing has to be an authentic conversation and blogs are the best way to do that is right on. And this is where the church needs to pay attention. A spiritual journey is all about conversations, so what better marketing tool could the church turn to then one that promotes conversation?
And if you’re unsure about the church connection, turn to page 70 for a story on Fellowship Church and the guys who are working on their own blogging book, Blogging Church.
Throughout most of the book Scoble and Israel make arguments for why people should blog. That’s all well and good. They’re good arguments, but where the book really gets helpful is when they talk about how to blog.
The five success tips on page 79 are a good start:
- Talk, don’t sell.
- Post often and be interesting.
- Write on issues you know and care about.
- Blogging saves money but costs time.
- You get smarter by listening to what people tell you.
You can also turn to the chapters “Doing it Wrong,” “Doing it Right,” and “How Not to Get Dooced” for practical pointers.
The why of blogging becomes obvious. But it’s the how that trips people up. Blogging is just like any other tool. While it enables open communication, it only happens if you do it right. The how is vital.
Blogging can be a powerful tool for churches, if it’s used wisely. Naked Conversations can help you get there.