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As you might imagine with a class looking at the social web, a lot of stuff you need to read will be online. Please find link below. For additional tips, please check out my tag for this class:


Generally Helpful


Ongoing for Weekly Case Study Analysis

SmartBrief on Social Media

Word of Mouth Marketing Association


Weekly Required Reading.

GS: Groundswell
TT: Tactical Transparency
BB: Blackboard

Week 1: Overview, Theory

GS: Chapters 1 – 3

BB: Theory reading

Cluetrain ManifestoChris Locke, Doc Searls, David Weinberger

The Long Tail – Chris Anderson, WIRED Magazine

The Semantic Web (video)

Jake McKee at The Conversation Group (video): How LEGO Caught the Cluetrain

Week 2: 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 3: Listening & Monitoring

GS: Chapter 4

TT: Chapters 10

Webinar: 10 Conversations to Listen For in Social Media (registration req’d. 40 minutes)

Media Philosopher: The Practice of Conversational Listening (Marcel Lebrun’s Blog)

Week 4: Conversation and Community

GS: Chapter 4

BB: Additional Chapters, PDFs

Amber Naslund on Being a Director of Community

Chris Brogan on Managing a Community

Geoff Livingston on The Seven Principles of Community Building

Francois Gossieaux says Even With a Vibrant Community, You Can Still Fail

Dawn Forster/Web Worker Daily on What Online Community Managers Do

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