This is the question asked in a new book called Naked Conversations : How Blogs are Changing the Way Businesses Talk with Customers. Bloggers Robert Scoble and Shel Israel set out to show how blogs can foster trust and better communication between companies and their clients. Blogs may be one of the most powerful tools in regaining trust between clients and businesses.
Though the title is somewhat provocative, the subject material is essential for every business, especially non-profits to consider. Non-profits cannot afford to miss out on blogs. Since they rely so heavily on relationships, service, and donations, there is no such thing as too much trust or too much communication.