1. “Listen First!: Turning Social Media Conversations into Business Advantage.” This book by Stephen D. Rappaport is a great place to learn about social media strategy. It’s a detailed workbook of how to listen to your customers, manage a social media listening program, and use the research correctly. Read a review by Neil Glassman. 2. “Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships” by yours truly (Katie Delahaye Paine). This is your next step up the measurement ladder. It takes you from first steps all the way through measure procedures for each of your audiences and projects. If you’re a seasoned pro, it’s your all-purpose reference: As Lee Odden says,”This is a measurement bible for the social media and public relations savvy professionals of the world.”
3. “The Business of Influence: Reframing Marketing and PR for the Digital Age“ by Philip Sheldrake is definitely not for social media newcomers. It starts with a great overview of where we are, but then quickly gets into the nitty-gritty of defining and mapping influencers that are important to your strategy.
4. “Social Marketing to the Business Customer: Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships” by Paul Gillin and Eric Schwartzman is a great read if you’re in the B2B space. It removes the “this doesn’t apply to me” excuse beautifully. Chris Brogan says, “Finally, the book I was too lazy to write. Gillin and Schwartzman have broken open the code to how to approach B2B marketing with social media.”
5. “The Master Switch: The Rise and Fall of Information Empires” by Timothy Wu is for anyone in marketing or media. Every new communications medium or technology begins with an idea, an entrepreneur, and an explosion of free exchange of this technology. But, sooner or later, it is taken over and monopolized by a single person or company-too frequently with the collusion of the U.S. government. Read my review.