Readings

Assigned Weekly Readings

Course Introduction and Review of Class Syllabus

August 25

Topic 1: Web 2.0 and the Participatory Web

August 27^th

–O’Reilly, T. 2005. What is Web 2.0. Available at http://oreilly.com/web2/archive/what-is-web-20.html

–O’Reilly, T. 2005. Web 2.0: Compact Definition. Available at http://radar.oreilly.com/archives/2005/10/web-20-compact-definition.html

–O’Reilly, T. 2004. The Architecture of Participation. Available at http://www.oreillynet.com/pub/a/oreilly/tim/articles/architecture_of_participation.html

September 1^st

–Boyd, D. 2008. Understanding Socio-Technical Phenomenon in a Web 2.0 Era. Available at http://www.danah.org/papers/talks/MSR-NE-2008.html

–Pew Internet and American Life Project. 2006. Riding the Waves of Web 2.0. Available ar http://pewinternet.org/Reports/2006/Riding-the-Waves-of-Web-20.aspx

–Kelly, K.  2005. We are the Web. Available at http://www.wired.com/wired/archive/13.08/tech.html

Topic 2: Social Media and Social Software: New Modes of Communication

September 3^rd

–Chapters 1, 2, and 3 in The New Rules of Marketing and PR

September 8^th

–Chapters 1, 2, and 3 in Groundswell

September 10^th

–Shirky, C. 2003. A Group is its Own Worst Enemy. Available http://shirky.com/writings/group_enemy.html

–Institute for the Future.  2005. Technologies of Cooperation. Available at http://www.rheingold.com/cooperation/Technology_of_cooperation.pdf

–Boyd, D. 2006. The Significance of Social Software. Available at http://www.danah.org/papers/BlogTalkReloaded.html

Topic 3: Blogs

September 15^th

–Riley, D. 2005. A Short History of Blogging. Available at http://www.blogherald.com/2005/03/06/a-short-history-of-blogging/

–Blood, R. 2000. Weblogs: A History and Perspective. Available at http://www.rebeccablood.net/essays/weblog_history.html

–Horihan, M. 2002. What we are Doing When we Blog. Available at http://www.oreillynet.com/pub/a/javascript/2002/06/13/megnut.html

Assignment before next class day: Create your own blog (follow handout instructions). You will be turning in your weekly assignments to your class blog this week.

September 17^th
–Chapter 4, 16, and 17 in The New Rules of Marketing and PR
–Chapter 4 and 6 in Groundswell

Topic 4: News Press Releases and Blogs

September 22

–Chapter 5, 14, and 15 in The New Rules of Marketing and PR

September 24^th

–Chapter 13 in The New Rules of Marketing and PR

–Shift Communications. 2006. Template for Social Media Press Release. http://www.prnewswire.com/mnr/shift/24521/

–Huer, C. 2006. Elements of the Social Media Press Release. http://www.socialmediarelease.org/2006/11/02/elements-of-the-social-media-release/

–Solis, B. 2008. The Definitive Guide to Social Media Releases.

http://www.briansolis.com/2008/02/definitive-guide-to-social-media/

Topic 4: Photoblogging, Podcasting and Videoblogging

September 29^th

–Chapter 8 and 9 in The New Rules of Marketing and PR

–Levy, S. & Stone, B. 2006. The New Wisdom of the Web. Available at http://www.newsweek.com/id/45976

–Bradshaw, B. 2009. What Happened When Sky News Took Images From Twitter. Available at http://onlinejournalismblog.com/2009/08/19/what-happened-when-sky-news-took-images-from-twitter/

(Students must create accounts at photo and video storage accounts before next class day. Follow handout of instructions).

October 1^st

–Chapters 6 and 7 in The New Rules of Marketing and PR

–eMarketer. 2009. Podcasting Goes Mainstream. Available at http://www.emarketer.com/Article.aspx?R=1006937

–Hobson, N. 2005. Podcasting: Significant Growth by 2010. Available at http://www.webpronews.com/topnews/2005/04/13/podcasting-significant-growth-by

October 6^th

–Shirky, C. 2005. Ontology is overrated. Available at http://www.shirky.com/writings/ontology_overrated.html

–Quintarelli, E. 2005. Folksonomies: Power to the People. Available at http://www.iskoi.org/doc/folksonomies.htm

–Weinberger, D. 2005. Tagging and Why it Matters. Available at http://cyber.law.harvard.edu/sites/cyber.law.harvard.edu/files/07-WhyTaggingMatters.pdf.

October 8^th

–Stelter, B. 2009. Now on YouTube: Local News. Available at http://www.nytimes.com/2009/08/03/business/media/03youtube.html?_r=1

–Sifry, M. 2008. How YouTube is Replacing the Soundbite with the Soundblast. Available at http://techpresident.com/blog-entry/how-youtube-replacing-soundbite-soundblast

Neilsen 2009. YouTube Maintains Top Ranking by Total Streams. http://en-us.nielsen.com/main/news/news_releases/2009/may/youtube_maintains

–Holsen, L. 2007. Hollywood Asks YouTube: Friend or Foe. Available at http://www.nytimes.com/2007/01/15/technology/15youtube.html.

Topic 5: Twitter (Microblogging)

October 13

Chapter 5 and 9 in Groundswell

(Students must create twitter accounts and link it into their blog by next class day. Follow list of instructions)

October 15^th

–The BusyBrain. 2008. A Visual History Into Twitter. Available at http://blog.thebusybrain.com/a-visual-journey-into-the-history-of-twitter/454.

–Berlin Johnson, S. 2009. How Twitter Will Change the Way we Live. Available at http://www.time.com/time/business/article/0,8599,1902604,00.html.

–Farhi, P. 2009. The Twitter Explosion. Available at http://www.ajr.org/Article.asp?id=4756.

–HubSpot. 2009. State of the Twittersphere. Available at http://blog.hubspot.com/Portals/249/sotwitter09.pdf.

October 20

–Zuckerman. E. 2009. Iran, Citizen Media, and Media Attention. Available at http://www.ethanzuckerman.com/blog/2009/06/18/iran-citizen-media-and-media-attention/.

-_Shafer, J. Let’s Not Get Carried Away by Twitter’s Role in Iran’s Demonstrations. Available at http://www.slate.com/id/2220736/.

–Kramer, L. 2009. Can Media Profit from Twitter’s Big Week. Available at http://www.thedailybeast.com/blogs-and-stories/2009-06-17/the-media-can-profit-from-twitters-big-week/full/.

–PR 2.0. 2009. Is Twitter the CNN of the  New Media Generation? Available at http://www.briansolis.com/2009/06/is-twitter-the-cnn-of-the-new-media-generation/

October 22^nd

-Owens, S. 2009. How Celebrity Imposters Hurt Twitter’s Credibility. Available at http://www.pbs.org/mediashift/2009/02/how-celebrity-imposters-hurt-twitters-credibility051.html.

–PearAnalytics. 2009. Twitter. Available at http://www.pearanalytics.com/wp-content/uploads/2009/08/Twitter-Study-August-2009.pdf.

–McDonald, M. 2009. Putting Twitter into Perspective. Available at http://www.webpronews.com/topnews/2009/07/08/putting-twitter-into-perspective

–Cohen, N. 2009. Twitter on the Barricades: Six Lessons Learned. Available at http://www.nytimes.com/2009/06/21/weekinreview/21cohenweb.html?ref=weekinreview.

In Class Presentations

October 27^th

October 29^th

Topic 6: Social Sharing Sites (Aggregation)

November 3

–Chapter 7 and 8 in Groundswell

November 5^th

–Van Grove, J. 2009. A Brief History of the Status Message. Available at http://mashable.com/2009/04/08/status-update-history/.

–Solis, B. 2009. The Battle for Your Social Status: Facebook Builds Network Around Your Activity. Available at http://www.briansolis.com/2009/02/battle-for-your-social-status-facebook/.

–Solis, B. 2009. Into the Statusphere, A.D.D Creates Opportunities for Collaboration and Education. Available at http://www.briansolis.com/2009/03/in-statusphere-add-creates/.

–Boyd, S. 2008. Beyond Blogs: The Conversation Has Moved Into the Flow. Available at http://www.stoweboyd.com/message/2008/03/beyond-blogs-th.html.

Tarkatoff, J. 2009. The Inside Word: On the Web, “Streams” Are Replacing Pages. Available at http://paidcontent.org/article/419-the-inside-word-the-web-is-not-dry/.

Topic 7: Social Networking Sites (Statusphere)

November 10

–Chapter 19 in The New Rules of Marketing and PR

November 12^th

–Thompson, C. 2008. I’m So Totally, Digitally Close to You. Available at http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?_r=1.

–Crum, C. 2009. Facebook Attracting More of an Older Crowd. Available at http://www.webpronews.com/topnews/2009/03/26/facebook-attracting-more-of-the-older-crowd

–Senior, J. 2009. The Message is the Message. Available at http://nymag.com/news/politics/58199/.

–Ostrow, A. 2009. You Might Not Love the New Facebook, But Brands Should. Available at http://mashable.com/2009/03/19/new-facebook-brands/.

–Hougland, C/ 2009/ New Facebook Pages: A Guide for Social Media Marketers. Available at http://mashable.com/2009/03/04/new-facebook-pages/.

Topic 8: Incorporating Social Media in 21^st Century Communications
November 17^th

–Chapter 10 and 11 in The New Rules of Marketing and PR

—Wikinomics, Chapter 1. Available at http://www.wikinomics.com/book/IntroAndOne.pdf.

November 19^th

–Chapter 12 and 13 in The New Rules of Marketing and PR

–The Tipping Point Reading Guide. Available at http://www.gladwell.com/tippingpoint/guide/tipping_point_guide.pdf

November 24

–Chapter 10 in Groundswell

December 1^st

–Chapter 11 and 12 in Groundswell

December 3
–In Class Final Presentations and Course Evaluations

(Some students will be selected at random to show their projects and course evaluations will occur shortly after).