What to Read to Get a 'Social Media Certificate' /via @peterkerkhof

Word of Mouth

  • Allsop, D., Bassett, B., & Hoskins, J. (2007). Word of mouth research: Principles and applications (Electronic version). Journal of Advertising Research, 47, 398-411.
  • Graham, J., & Havlena, W. (2007). Finding the missing link: Advertising’s impact on word of mouth, web searches, and site visits (Electronic version). Journal of Advertising Research, 47, 427-435.
  • Keller, E. (2007). Unleashing the power of word of mouth: Creating brand advocacy to drive growth (Electronic version). Journal of Advertising Research, 47, 448-452.
  • Klaassen, A. (2009). Paid tweets just as healthy as organic word of mouth (Electronic version). Advertising Age, 80, 45.
  • Lee, M. & Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgment (Electronic version). International Journal of Advertising, 28, 473-499.
  • Smith, T., Coyle, J., Lightfoot, E., & Scott, Amy. (2007). Reconsidering models of influence: The relationship between consumer social networks and word of mouth effectiveness (Electronic version). Journal of Advertising Research, 47, 387-397.
  • Trusov, M., Bucklin, R., & Pauwels, K. (2009). Effects of word of mouth versus traditional marketing: Findings from an internet social networking site (Electronic version). Journal of Marketing, 73, 90-102.

Social Media Strategy

  • Botan, C. (1997). Ethics in strategic communication campaigns: The case for a new approach to public relations. The Journal of Business Communication, 34(2), 188-194.
  • Casarez, V., & Cripe, B., & Sini, J., & Weckerle, P. (2008). Reshaping Your Business with Web 2.0. USA: McGraw-Hill Osborne Media.
  • Evans, D., & Bratton, S. (2008). Social Media Marketing: An Houra Day. Indiana: Wiley Publishing, Inc.
  • Funk, T. (2008). Web 2.0 and Beyond: Understanding the NewOnline Business Models, Trends, and Technologies. Praeger Publishers.
  • Gillin, P. (2008). Secrets of Social Media Marketing: How to Use Online Conversations and Customer Communities to Turbo-Charge Your Business! California: Quill Driver Books.
  • Martin, K., & Todorov, I.  (2010).  How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands?  Journal of Interactive Advertising, 10(2), 61-66.
  • Scott, D.M. (2008). The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly. New Jersey: John Wiley & Sons, Inc.
  • Shuen, A. (2008). Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations. California: O’Reilly Media, Inc.
  • Tobin, J. (2008). Social Media is a Cocktail Party: Why You Already Know the Rules of Social Media Marketing. USA: CreateSpace.
  • Tuten, T. L. (2008). Advertising 2.0: Social Media Marketing in a Web 2.0 World. Connecticut: Praeger Publishers.
  • Steyn, P., Salehi-Sangari, E., Pitt, L., Parent, M., & Berthon, P. (2010). The Social Media Release as a public relations tool: Intentions to use among B2B bloggers. Public Relations Review, 36, 87-89.
  • Weber, L. (2009). Marketing to the Social Web: How Digital Customer Communities Build Your Business. New Jersey: John Wiley & Sons, Inc.

Blogs and Feeds

  • Demopoulos, T., & Holtz, S. (2006). Blogging for Business: Everything You Need to Know and Why You Should Care. Illinois: Kaplan Publishing.
  • Finkelstein, E. (2005). Syndicating Web Sites with RSS Feeds For Dummies. New Jersey: Wiley Publishing, Inc.
  • Gardner, S., & Birley, S. (2008). Blogging For Dummies. New Jersey: Wiley Publishing, Inc.
  • Hill, B. (2006). Blogging For Dummies. New Jersey: Wiley Publishing, Inc.
  • Holzner, S. (2006). Secrets of RSS (Visual QuickStart Guide). California: Peachpit Press.
  • Johnson, T., Kaye, B., Bichard, S. & Wong, W. (2008). Every blog has its day: Politically interested Internet users’ perceptions of blog credibility. Journal of Computer-Mediated Communication 13, 100-122.
  • Jordan, L. (2008). Blogger: Beyond the Basics: Customize and promote your blog with original templates, analytics, advertising, and SEO (From Technologies to Solutions). UK: Packt Publishing, Ltd.
  • McDougall, J.S. (2006). Start Your Own Blogging Business (Startup). Canada: Entrepreneur Press.
  • Weil, D. (2006). The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right. USA: Portfolio Hardcover, The Penguin Group.


  • McNulty, S. (2008). Building a WordPress Blog People Want to Read. California: Peachpit Press.
  • Thewlis, P. (2008). WordPress for Business Bloggers: Promote and grow your WordPress blog with advanced plug-ins, analytics, advertising, and SEO. UK: Packt Publishing, Ltd.
  • Sabin-Wilson, L., & Mullenweg, M. (2007). WordPress For Dummies. New Jersey: Wiley Publishing, Inc.
  • Silver, T.B. (2008). WordPress Theme Design: A complete guide to creating professional WordPress themes. UK: Packt Publishing, Ltd.

Webcasting & Podcasting

  • Bourne, J., & Burstein, D. (2008). Web Video: Making It Great, Getting It Noticed. California: Peachpit Press.
  • Chan-Olmstead, S.M. (2006). Content development for the third screen: The business and strategy of mobile content and applications in the United States.  The International Journal on Mass Media Management, 8(2), 51-59.
  • Geoghegan, M., & Klass, D. (2007). Podcast Solutions: The Complete Guide to Audio and Video Podcasting, Second Edition. USA: Friends of ED.
  • Mack, S., & Ratcliffe, M. (2007). Podcasting Bible. Indiana: Wiley Publishing, Inc.
  • Morris, T., & Terra, E. (2005). Podcasting For Dummies. New Jersey: Wiley Pubishing, Inc.
  • Morris, T., & Terra, E., & Williams, R. (2007). Expert Podcasting Practices For Dummies. New Jersey: Wiley Pubishing, Inc.

Social Networking

  • Abram, C., & Pearlman, L. (2008). Facebook For Dummies. New Jersey: Wiley Publishing, Inc.
  • Acar, A. (2008). Antecedents and consequences of online social networking behavior: The case of Facebook. Journal of Website Promotion, Vol. 3(1/2), 62-83.
  • Alhabash, S., Littau, J., Wise, K., Eckler, P., & Kononova, A. (2009). The “Face” of Facebook: Emotional responses during social networking. Conference Papers — International Communication Association, 1-29.
  • Carveth, R. (2008). Social networking: What’s the cover charge?. Conference Papers — National Communication Association, 1.
  • Comm, J. (2009). Twitter Power: How to Dominate Your Market One Tweet at a Time. New Jersey: John Wiley & Sons, Inc.
  • Coyle, C., & Vaughn, H. (2008). Social networking: Communication revolution or evolution? Bell Labs Technical Journal, 13(2), 13-17.
  • DeAndrea, D., Shaw, A., & Levine, T. (2009). Culture and self-expression in online social networking: An examination of self-construals on Facebook. Conference Papers — International Communication Association, 1-22.
  • Elad, J. (2008). LinkedIn For Dummies. New Jersey: Wiley Pubishing, Inc.
  • Holzner, S. (2008). Facebook Marketing: Leverage Social Media to Grow Your Business. USA: Que Publishing.
  • Hupfer, R., & Maxson, M., & Williams, R. (2007). MySpace For Dummies. New Jersey: Wiley Publishing, Inc.
  • Ibrahim, Y. (2008). The new risk communities: Social networking sites and risk. International Journal of Media & Cultural Politics, 4(2), 245-253.
  • Jag, N. (2008). MySpace Marketing: The Promotional Revolution 2nd Edition. South Carolina: Book Surge Publishing.
  • Livingstone, S. (2008). Taking risky opportunities in youthful content creation: teenagers’ use of social networking sites for intimacy, privacy and self-expression. New Media & Society, 10(3), 393-411.
  • Rutledge, P.A. (2008). The Truth About Profiting from Social Networking. New Jersey: FT Press.
  • Stevens Aubrey, J., Chattopadhyay, S., & Rill, L. (2008). Are Facebook friends like face-to-face friends: Investigating relations between the use of social networking websites and social capital. Conference Papers — International Communication Association, 1-33.
  • Taraszow, T., Aristodemou, E., Shitta, G., Laouris, Y., & Arsoy, A. (2010). Disclosure of personal and contact information by young people in social networking sites: An analysis using Facebook™ profiles as an example. International Journal of Media & Cultural Politics, 6(1), 81-101.
  • Van Der Heide, S. (2008). Social networking and sexual predators: The case for self-regulation. Hastings Communications & Entertainment Law Journal (Comm/Ent), 31(1), 173-192.
  • Vermeiren, J. (2009). How to REALLY use LinkedIn. South Carolina: Book Surge Publishing.
  • Whitlock, W., & Micek, D. (2008). Twitter Revolution: How Social Media and Mobile Marketing is Changing the Way We Do Business & Market Online. Nevada: Xeno Press.
  • Yang-Hwan, L. (2008). Individual media dependency (IMD) and social networking website: Exploring relations between motivational dimensions of IMD and SNW use. Conference Papers — International Communication Association, 1-31.


  • Burgess, J., & Green, J. (2009). YouTube: Online video and participatory culture. Cambridge, MA: Polity Press.
  • Lastufka, A., & Dean, M.W. (2008). YouTube: An Insider’s Guide to Climbing the Charts. California: O’Reilly Media, Inc.
  • Miller, M. (2008). YouTube for Business: Online Video Marketing for Any Business. USA: Que Publishing.


  • Feiler, J. (2007). How to Do Everything with Web 2.0 Mashups. New York: McGraw-Hill.
  • Lal, R., & Chava, L. (2009). Professional Web Widgets with CSS, DOM, JSON. Wrox Press of John Wiley & Sons, Inc.


  • Choate, M.S. (2007). Professional Wikis (Programmer to Programmer). Indiana: Wiley Publishing, Inc.
  • Tapscott, D., & Williams, A.D. (2008). Wikinomics: How Mass Collaboration Changes Everything. USA: Portfolio, The Penguin Group
  • Woods, D., & Thoeny, P. (2007). Wikis For Dummies. New Jersey: Wiley Publishing, Inc.

Semantic Web

  • Antoniou, G., & van Harmelen, F. (2008). A Semantic Web Primer, 2nd Edition (Cooperative Information Systems). Massachusetts: The MIT Press.
  • Mika, P. (2007). Social Networks and the Semantic Web (Semantic Web and Beyond). Spain: Springer.
  • Pollock, J.T. (2009). Semantic Web For Dummies. New Jersey: Wiley Publishing, Inc.

Portions of this page sourced from:  A Survival Guide to Social Media and Web 2.0 Optimization: Strategies, Tactics, and Tools for Succeeding in the Social Web by Deltina Hay