Social Media Strategy Class Reading List
I recently taught a class at DePaul University on Social Media Strategy to Graduate Students in Public Relations and Advertising. Below is the reading list I compiled with tech sources, interesting articles, and relevant case studies that helped guide our class discussion.
Technology and Social Media Blogs
- Mashable
- ReadWriteWeb
- TechCrunch
- The Next Web
- AllFacebook
- Inside Facebook
- Wired
- Business Insider
- Soshable
Analyst Blogs
- Jeremiah Owayng
- Scott Monty
- Greg Satell
- Chris Brogan
- Peter Kim
- Brian Solis
- Tim O’Reilly
- Jeff Jarvis
- Aaron Strout
Podcasts
Podcasts have been my “secret weapon” over the years. All the news covered on the sites above is broken down into detail. I strongly recommend them
- This Week In Tech
- This Week In Google
- Tech News Today
- The Social Hour
- NPR’s On The Media
- Quick N Dirty
- Brand Fast Trackers
Twitter Lists
- Ben Foster’s Tweets With Value
- Marshall Kirkpatrick’s Social Strategists
- Marshall Kirkpatrick’s Friends of Strategists
- Tim O’Reilly’s Tech News
- Mashable’s Brands
- AdWeek 25
- TechCocktail Chicago
- The Community Roundtable
Specific Articles
Class 1 – The State of the Internet and Public Relations
- Mary Meeker – 10 Questions Internet Execs should Ask and Answer via TechCrunch
- The Cluetrain Manifesto
- Markets Are Conversations – The Cluetrain Manifesto
- The Future of Public Relations
Class 2 – Objectives, Strategies, and Audience Research
- The 5 Ways Companies Organize for Social Business – Jeremiah Owyang
- Online Database of Social Media Policies
- Best Buy’s Social Media Policy
- How to Create Good Social Media Business Objectives – Ben Foster
- How Social Media is changing paid, earned, and owned media – Lauren Drell
- Portfolio Approach to Social Media Strategy – Ben Foster
- Consumer Decision Journey – McKinsey
- Summary of HBR article on Social Media and the New Rules of Branding – Paul Marsden
Class 3 – Creativity, Integrated Social Media Marketing, Content Strategy and Online Community Management
- Old Spice Creativity
- Checklist for Content Strategy – Ben Foster
- The Four Tenets of the Community Manager – Jeremiah Owyang
- P&G Drives new Product Innovation to the Next Level with Increased Crowdsourcing Program
- Starbucks’ Groundswell Award Application
Class 4 – Facebook
- Facebook User Growth Chart – Ben Foster
- How to Create a Facebook Engagement Policy
- Building Your Brand on Facebook
- Healthy Choice Case Study
- Next Restaurant Creates Online Community Of Foodies
- Facebook Open Graph
Class 5 – Twitter, YouTube, and Blogs
- 9 Lessons from Successful Brands on Twitter – Dave Kerpen on Mashable
- Twitter for Business
- Mashable – YouTube and Brands
- How Social Media’s Short News Cycle Can Precipitate Bad Journalism – Bob Garfield on Mashable
- Forbes: Yes, CEOs Should Facebook and Twitter
- Should CEOs Blog?
Class 6 – Internal Communities and SEO
- The Many Roles of an Internal Community Manager – Steve Radick
- Enterprise 2.0 on Wikipedia
- Google SEO Basics
- Google on Search Engine Optimization
- Perfecting Keyword Targeting On Page Optimization
- JC Penney’s Black Hat SEO
Class 7 – Blogger Outreach, Meme Hijacking, Mobile, and Paid Tactics
- You, Dim PR Person, are dumb and Should be Fired – NBA Finals
- Facebook Busted in Clumsy Smear Attempt on Google
- 13 Branded Mobile Apps that Got It Right
- 5 Innovative Mobile Marketing Campaigns to Learn From
- Free Beer! Foursquare starts Alerting Users of Nearby Mayor Deals
- 9 Killer Tips for Location Based Marketing
- 10 Keys to a Good Location Based Marketing Campaign
- 4 Ways to Utilize the Google Keyword tool
- Foursquare and Amex Team Up For Deals
Class 8 – Online Reputation Management
- Social Media’s Role in Company Crisis Management
- United Breaks Guitars
- Domino’s Pizza
- BP Oil and Twitter
- Southwest Airlines and Kevin Smith
- Motrin Moms
Class 9 – Online Measurement and Metrics
Google Analytics Basics
Facebook Analytics
- http://ads.ak.facebook.com/ads/FacebookAds/Pages_Insights_Guide_Updated.pdf
- http://www.arikhanson.com/2011/04/08/5-facebook-insights-metrics-to-track-and-why/
- http://todaymade.com/blog/facebook-course/using-facebooks-insights/
- http://www.allfacebook.com/how-to-monitor-your-facebook-page-insights-to-improve-content-2009-09
Class 10 – The Future of the Internet (and Your Career)
- Wired’s coverage of the development of Google+
- Wedbush on The Social Graph
- TechCrunch, “The Age of Relevance”
- The Battle Against Info Overload
- The Career Path of the Corporate Social Strategist – Jeremiah Owang
- Twitter Twitter Little Stars
- 5 Clever Ways to Get a Job Using Social Media
- 5 Tips for Aspiring Social Media Marketers
8 Responses to “Social Media Strategy Class Reading List”
Anonymous - September 26, 2011
Thanks for including a link to my post on the many roles of an internal community manager! This is a great list of resources!
Allen Mireles - September 26, 2011
What a great resource this list is. Thanks for sharing it. And h/t to @Sradick:disqus for tweeting the link.
jonathankopp - September 27, 2011
Ben’s syllabus to the social web. I love it, Professor Foster!
Nicholas Scibetta - October 5, 2011
Great list, Ben! Thanks for sharing
Leo Bogee - October 22, 2011
Thank you for sharing, you really covered it well
Kelly Tirman - October 26, 2011
stumbled. was surprised that no one else had stumbled this yet. also added it to delicious.
benphoster - October 26, 2011
Thanks Kelly. One would think someone who teaches Social Media would have thought to do that for oneself. Instead of saying “I goofed”, I’ll say “I was hoping this list would grow organically.”
Thanks for posting on my behalf.
Class reading | Babystepsandbe - March 31, 2012
[...] Social Media Strategy Class Reading List – by Ben FosterSep 26, 2011 … I recently taught a class at DePaul University on Social Media Strategy to Graduate Students in Public Relations and Advertising. Below is the … [...]
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