When it comes to blogging, many companies have failed to make the most of this venue, some even harmed their corporate image. Prominent cases of this were Mazda and McDonalds, proof that even the big ones do it wrong. Blog readers hate it when they are taken for fools and have been very successful so far with getting back at those companies.

But how can you make it better? How can you use your company blog to improve your business and make your customers happy? Robert Scoble and Shea Israel, the authors of the Bestseller Naked Conversations: How Blogs Are Changing The Way Business Talk With Customers show you how to do it and give you examples of how not to do it.

Here an excerpt from Naked Conversations:

“Bloggings’s Six Pillars: There are six key differences between blogging and any other communications channel. You can find any of them elsewhere. These are the Six Pillars of Blogging:

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 relationships unrestricted by geographic borders.

4.Viral. Information often spreads faster through blogs than via a newsservice. 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 into your e-mail software. 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 the tens of millions of people who visit the blogosphere every day.

You can find each of these elements elsewhere. None is, in itself, all that remarkable. But in final assembly, they are the benefits of the most powerful two-way Internet communications tool so far developed.”

You want to read more? Buy it here from Amazon:

Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers

While the 6 pillars themselves are obvious for most of us, many business fail to find the solution. Naked conversation provides an informative section on all 6 Pillars and shows you exactly how to do it. Buy it now and get your business blog rolling!

Also check out my new blog at www.MariaAbroad.com. There I give advice for students, interns and expat on living and working abroad. Go check it out now!