I have the SB-800 pointing just about straight up, but with the little white reflector extended. This provides fairly even lighting for just an on-camera flash, with a bit of fill and catch lights.
All of the above did not come out entirely in this image, since it was shot in portrait. So, kind of bounced off the wall instead (you can see the slight side shadow, but it is kept to a minimum this way. Not very disturbing).