Amazon.com Product Description (ISBN 078974256X, Paperback)

Plenty of businesses are already blogging, and millions more are considering creating blogs. But how does a business build a blog that really works -- really builds business and profits? How do companies identify and craft the blogging content and communities that will be most effective for them? This non-nonsense, how-to guide shows you how to go beyond "one-size-fits-all" business blogging to get the job done right. You will learn how to define clear goals, create the right formats and content, and choose the right tools - including state-of-the-art Web 3.0 tools that offer powerful competitive advantage.

Eric Butow and Rebecca Bollwitt draw on their own extensive experience, as well as the experience of innovative business bloggers from Adidas, Wal-Mart, Google, HP, BusinessWeek, and many other leading companies. Writing for everyone in the business - not just marketing and PR - they show how to:

" Create a comprehensive blogging strategy
" Integrate blogging with other offline and online marketing tools
" Use blogs to drive customers and prospects to the business
" Push information to customers via RSS
" Create thriving online communities - and listen to their invaluable feedback
" Manage comments (and decide whether to have them)
" Utilize podcasts, vlogs, microblogging, and other new techniques
" Leverage Web 3.0 widgets, mashups, personal agents, and semantic web technologies, and much more