01 Mar 05 Blog or Die
That’s the name of the first chapter of a book that Shel Israel and Robert Scoble are writing. Must read if you are thinking of corporate blogging.
Why does blogging work, even as other communications mechanisms fail? Part of it is style. Quite simply, people respond better to lowered voices spoken in credible tones than they do to the aggressive in-your-face marketing-speak that prevails almost everywhere else. People listen better and longer when you just talk to them and listen back. Blogging refuses to become just another marketing channel into which can cram the same old static stuff posted on websites and in press releases.
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