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Robert Scoble helps run Microsoft’s Channel 9 Web site. He began his blog in 2000 and now has more than 3.5 million readers every year. Scoble’s blog has earned acclaim in Fortune magazine, Fast Company, and The Economist.

Shel Israel played a key strategic role in introducing some of technology’s most successful products, including PowerPoint, FileMaker, and Sun Microsystems workstations.He’s been an expert on innovation for more than twenty years.

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.

Is it technology? Is it philosophy? Or is it simply marketing hype? Web 2.0 is a concept so fluid that even the experts in this book don’t agree on what it means. Some feel that no definition is even necessary. But most agree on one thing: Web 2.0 is a sweeping tide that’s changing the face of the Internet.

Web 2.0 is not about mass marketing. It’s about actually understanding the masses. And it’s not about controlling the message. It’s about engaging the audience and actually hearing what they have to say. It’s about enabling creativity, realizing a culture of contribution, and putting the user in control.

Here is a rich smorgasbord of unique viewpoints — from bloggers, social networking developers, corporate communicators, online strategists, distinguished engineers, and others. These are the people who are shaping today’s Web. What they have to say can help you shape your organization’s future.

The Impact Makers

• Max Mancini eBay
• Alan Meckler Internet.com
• Eric Engleman Bloglines
• Gina Bianchini Ning
• Dorion Carroll Technorati
• Raju Vegesna Zoho
• Richard MacManus Read/Write Web & Web 2.0 WorkGroup
• TJ Kang ThinkFree
• Patrick Crane LinkedIn
• Shaun Walker DotNetNuke
• Biz Stone Twitter
• Seth Steinberg Meebo
• Joshua Schachter Del.icio.us
• Ranjith Kumaran YouSendIt
• Garrett Camp StumbleUpon
• Rodrigo Madanes Skype
• Rod Smith IBM Corporation
• Tim Harris Microsoft Corporation
• Bob Brewin & Tim Bray Sun Microsystems
• Michele Turner Adobe Corporation