Includes bibliographical references and indexes.

Souls of the Borg -- Everything never changes -- Word of mouth on steroids -- Direct access -- Little companies, long reach -- Consultants who get it -- Survival of the publicists -- Blogs and national cultures -- Thorns in the roses -- Doing it wrong -- Doing it right -- How not to get dooced -- Blogging in a crisis -- Emerging technology -- The conversational era.

Explores how blogging is changing the way businesses interact with their customers, giving people immediate access to a real person instead of a computerized system, and explains how businesses of all sizes can benefit from blogging and how failing to use blogs properly can damage their businesses.

Adult Follett Library Resources.