LIBR 246-04/13 Web 2.0 (Spring 2010)

February 2-8

• Learning Objectives
• Lecture
• Readings
• Examples
• Things to Do
  

 

Learning Objectives

By the end of the week, you should:

1. Have a general understanding of how companies create a strong and consistent brand online

2. Be aware of the technologies available for monitoring an organization's online reputation

3. Understand how to manage one's brand online, deal with potentially negative incidents, and reach out to customers.

4. Have an understanding of the value of developing your own brand online.

Lecture

Text lecture

 

Readings

Armano, D. (2009). Brand U.0 (video).
Beal, A. "Your World is now Radically Transparent." (PDF). Radically Transparent.
Thompson, C. (2007). "The See-Through CEO." Wired.
Atal, M. and Wilson, C. (2007, August 30). "Feeling Trashed on the Web? How to avoid having your brand message highjacked." BusinessWeek.
Matthews, B. (2006). “Intuitive Revelations: The Ubiquitous Reference Model.”
McCusker, G. (2009). "Preventing Social Media Disasters." Dynamic Business.
Owyang, J. (2008). "A Chronology of Brands that got Punk'd by Social Media." Web Strategy. (You don't have to read all of them; just take a look at the details of a few that interest you most)
Balwani, S. (2009). "10 of the Smartest Brands in Social Media." Mashable.
Barros, S. (2009). "Five Social Media Disasters." Penn Olson.
Boller, J. (2009). "5 Things You Need to Know about Social Media Marketing and PR." Page 1
Ray, A. (2008). "Social Media Disasters." Social Media Today.
Hooker, D. (2009). "The Dearth of Social Media Policy Development." socialibrarian
Social Media Governance (look at some of the social media policies on the site)
(2008). "PubCon: Online Reputation Management." Online Marketing Blog.
Berlin, A. (2009). "How to Protect Your Online Reputation." Forbes.

Examples

Technologies for identity management

ClaimID

OpenID

SocialURL

Technologies for reputation monitoring

Social Mention

Yelp

Google Blog Search

Technorati

Monitor This

Keotag

Blogpulse

TweetScan

TweetBeep

backtype

How Sociable?

 

Things to Do

1. Exercise 1 (Due February 6).

2. Write at least one blog post on one (or more) of the following topics (due February 6):

1. What are your thoughts on personal branding as someone who may soon be looking for a professional position in libraries?

2. How effectively do you think most libraries are in building a strong, consistent brand online and why?

3. What should librarians be doing to manage their library's brand?

4. What sorts of rules would you include in a library staff social media policy?

5. What should an organization do when they find negative things being written about them online?

6. What organization do you find inspirational in their use of social media and why?

3. Write a blog post that includes a brief description of an article, technology, blog post, or other interesting resource outside of the classwork you've found that's related to that week's topics. Be sure to include a link to the resource (due February 6).

4. Comment on at least two other people's blog posts (due February 8).