Book: The New Influencers: A Marketer’s Guide to the New Social Media, March 2007, by Paul Gillin. Discusses the evolving relationship between companies and consumers given the rapid evolution of new communications methods such as blogs, podcasts, online video, and social media sites such as Digg.
Book: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly, June 2007, by David Meerman Scott. Discusses leveraging the Internet and social media to promote your message to consumers.
Book: The Social Life of Information, February 2002, by John Seely Brown and Paul Duquid. Examines the real impact of the online communications channels such as social media given the lack of social context for information available to users.
Book: Ambient Findability: What We Find Changes Who We Become, September 2005, by Peter Morville. Investigates the impact of increasing cultural connectedness in the context of both business and personal life.
Book: Smart Mobs: The Next Social Revolution, October 2003, by Howard Rheingold. Discusses the increasing use of mobile devices and wireless Internet, and the societal impact of such technology in the future.
Book: Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers, January 2006, by Robert Scoble and Shel Israel. Discusses word of mouth, direct access, blogs and national cultures, blogging wrong, blogging right, emerging technology, and the conversational era.
Book: The Cluetrain Manifesto: The End of Business as Usual, January 1999, by Christopher Locke, Rick Levine, Doc Searls, David Weinberger. Includes the authors’ original 95 theses declaring the demise of traditional business-to-consumer communication methods, and asserts the need for corporations to adapt to the new communications environment created by the Internet.