Shel Israel

If you just said to yourself, “the blogo-what?” then “Naked Conversations: How blogs are changing the way businesses talk with customers” by Robert Scoble and Shel Israel (Wiley, $24.95) might be a book you need to read. The title speaks volumes about the authors’ hypothesis: Blogging is an efficient, credible tool that allows companies and customers to interact in an honest, unfiltered—i.e. naked—way. Scoble and Israel back up this contention with more than 50 case studies, starting with a look at how Microsoft used employee blogging to replace its evil empire reputation with a more human face. Sprinkled throughout are tips, advice, lots of background

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