Reading
Smart folks are putting out tons of great content about social media. I’ve picked some of my favorites. You will also find plenty on your own in areas you’re most interested in exploring. I’ll stress that the reading complements lectures and helps support in-class discussions. I encourage you to get to know the books and follow along with the relevant topics, regardless of what the “reading list” says for a given week.
Required Books:
- Groundswell by Josh Bernoff and Charlene Li
- Tactical Transparency by Shel Holtz and John C. Havens
- Engage by Brian Solis
- The Long Tail (Revised) by Chris Anderson
Recommended Reading:
- Here Comes Everybody by Clay Shirky
- Cognitive Surplus by Clay Shirky
Required Reading
- GS: Groundswell
- TT: Tactical Transparency
- E: Engage
- LT: Long Tail
- ON: Online
- CK: CourseKit
Recommended Reading:
- HCE: Here Comes Everybody
- CS: Cognitive Surplus
Week 1: Overview, Theory
Read all of it (the entire book is available at this link).
Emphasis on 95 Theses, Intro + chapters 4, 5: Cluetrain Manifesto – Chris Locke, Doc Searls, David Weinberger
The Long Tail – Chris Anderson, WIRED Magazine
- Article
- Blog (read through as many posts as you can. You will have to go back a few pages to get to the Long Tail stuff. Some of the more recent posts are related to the author’s book FREE, which are worth a read, but later. (I think this, this and this are particularly useful)
- Video of presentation
- Read the book, particularly the intro and the chapters related to marketing/communications.
The History of the Internet (Melih Bilgil) & History of the Internet is 5 Minutes (Ethan Zuckerman) - (videos)
State of the Internet (Jess3) – (video)
Social Media Revolution (Eric Qualman) – (video)
Jake McKee at The Conversation Group (video): How LEGO Caught the Cluetrain
Week 2: Theory & Foundations
GS: ch 1 – 3
E: ch 1
CK: Articles on Theory (see Resources section)
- Social Technographics 2010 slide deck from Forrester.
- Socialgraphics posts & slides from Altimeter Group.
- Behaviorgraphics from Brian Solis (who just recently joined the Altimeter Group).
- Comparison (from Solis) of Social Technographics, Socialgraphics and Behaviorgraphics.
Week 3: Ethics, Transparency & Authenticity
TT: Chapters 1 – 4, 9
- WOMMA Code of Ethics
- See-Through CEO (Wired)
- The Secret Strategies Behind Many “Viral” Videos (Techcrunch)
Week 4: Risks & Responsibilities
New Media & the Air Force (PDF)
Social Media Usage: Less Lawyering, More Encouraging
TT: Chapters 7, 11 and 16
E: Chapter 15, 16, 17
Week 5 & 6: Listening & Monitoring/Building Community
Listening & Monitoring -
Listening & monitoring related chapters in all required texts.
Building Community –
Wisdom of the Crowds (chapter on BB)
Community Manager Role Unplugged – 15 Essential Roles
Community manger posts/articles (delicious.com/kellimatthews)
