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The class meets Tuesday evening, 6.15 – 10 pm, in CMU302.

Week 1 – 23 June
Who are we and why are we here?
What constitutes best practices in organizational communication?
Why Twitter?
Assignment recap

Week 2 – 30 June
Exploring the Twitter phenomena (context, network theory)
Customizing your Twitter presence (personal branding)
Planning our book

Week 3 – 7 July
Agenda: Brands on Twitter (finalizing subjects)
Guest speakers:

Week 4 – 14 July
Agenda: Finalizing our analytical framework
Guest speaker(s)

Week 5 – 21 July
Agenda: Positioning Twitter as a communications tool
Guest speaker(s)

:: Class notes, stream archive

Week 6 – 28 July
Agenda: Twitter as part of social media strategy
Deliverables: Case study drafts outlines
Guest speaker(s)

Week 7 – 4 August
Agenda: Case study revisions drafts
Guest speaker(s)

Week 8 – 11 August
Agenda: Review chapter drafts, where do we go from here?
Guest speaker(s)

Week 9 – 18 August
Agenda: Highlighting the best of the best (presentations – open to public as Tweetup)

Week 10 – finals week – final copy due

Speaker List (possible)


Required: two reading reflections blogged during the quarter – thoughtful reflection (not summary) of that week’s required readings – these should not be back-to-back reflections. Highly recommend everyone write reflection on Week 2’s readings as these form intellectual foundation for the course.

In our first class, students will sign up for an assigned reading for the class. These reading summaries (synthesis) should be posted to this website; they should be thorough and link to course concepts (Twitter, real-time web, organizational communication).

Article assignments on students page.

Before class Week 1

Before class Week 2

  • The Twitter Book – Ch 1,2,3
  • Garten, L., Haythornthwaite, C., Wellman, B. (1999). Studying Online Social Networks in Doing Internet Research. (eReserve)
  • Jansen, B. J., Zhang, M., Sobel, K., and Chowdury, A. (April 2009). Micro-blogging as online word of mouth branding. In Proceedings of the 27th international Conference Extended Abstracts on Human Factors in Computing Systems (Boston, MA, USA, April 04 – 09, 2009). CHI EA ’09. ACM, New York, NY, 3859-3864. DOI=

TIP from @filizefe: login to lib off-campus access, on the left column lib homepage click “Articles & Research Databases” , enter database name “ACM”, enter ACM Digital library, search “Micro-blogging as online word of mouth branding”, download pdf.


  1. Huberman, B.A., Romero, D.M., Wu, F. (2009, January 5). Social Networks That Matter: Twitter under the microscope. FirstMonday.
  2. Kleinberg, J. (November 2008). The convergence of social and technological networks. Communications of the ACM, 51:11, 66-72. DOI=

Before class Week 3


  1. Chapman, T. (2008). Social Marketing Report. (eReserve)
  2. Dutton, W.H. (1992). The social impact of emerging telephone services. Telecommunications Policy. (eReserve)
  3. Honeycutt, C. and Herring, S.C. (January 2009). Beyond Microblogging: Conversation and Collaboration via Twitter. In Proceedings of the 42nd Hawaii international Conference on System Sciences (January 05 – 08, 2009). HICSS. IEEE Computer Society, Washington, DC, 1-10. DOI= (pdf)
  4. Zhao, D. and Rosson, M. (May 2009). How and why people Twitter: the role that micro-blogging plays in informal communication at work. In Proceedings of the ACM 2009 International Conference on Supporting Group Work (Sanibel Island, Florida, USA, May 10 – 13, 2009). GROUP ’09. ACM, New York, NY, 243-252. DOI=

Before class Week 4

  • Infotopia – Ch 3,4,5
  • Nye, David E. (Fall 1997). Shaping communication networks: telegraph, telephone, computer. Social Research, 64.n3. Expanded Academic ASAP; Gale. (eReserve)


  1. Blackwell, J., Sheridan, J., Instone, K., Schwartz, D. R., and Kogan, S. (April 2009). Design and adoption of social collaboration software within businesses. In Proceedings of the 27th international Conference Extended Abstracts on Human Factors in Computing Systems (Boston, MA, USA, April 04 – 09, 2009). CHI EA ’09. ACM, New York, NY, 2759-2762. DOI=
  2. Java, A., Song, X., Finin, T., and Tseng, B. (August 2007). Why we twitter: understanding microblogging usage and communities. In Proceedings of the 9th WebKDD and 1st SNA-KDD 2007 Workshop on Web Mining and Social Network Analysis (San Jose, California, August 12 – 12, 2007). WebKDD/SNA-KDD ’07. ACM, New York, NY, 56-65. DOI=
  3. Yardi, S., Golder, S. A., and Brzozowski, M. J. (April 2009). Blogging at work and the corporate attention economy. In Proceedings of the 27th international Conference on Human Factors in Computing Systems (Boston, MA, USA, April 04 – 09, 2009). CHI ’09. ACM, New York, NY, 2071-2080. DOI=
  4. Lee, S., Hwang, T., and Lee H. (2006). Corporate blogging strategies of the Fortune 500 companies. Management Decision, 44(3). (eReserve)

Before class Week 5

Case Study Examples:

  • Francik, E., Rudman, S.E., Cooper, D. and Levine, S. (December 1991). Putting innovation to work: adoption strategies for multimedia communication systems. Communications of the ACM. 34.n12. pp52(12). (eReserve)

Other Readings:

  • Boase, J., Horrigan, J.B., Wellman, B., Rainie, L. (2006, January 25). The Strength of Internet Ties. Pew Internet and American Life. (PDF-PIP_Internet_ties)
  • Crampton, S.Z, Hodge, J.W. and Mishra, J. (Winter 1998). The informal communication network: factors influencing grapevine activity. Public Personnel Management. (eReserve)
  • Seifman, D.H. and Trepanier, C.W. (Winter 1995). E-mail and voicemail systems. (Evolution of the Paperless Office: Legal Issues Arising out of Technology in the Workplace, part 1). Employee Relations Law Journal, 21.n3. p5-36. (eReserve)
  • Social Mediating Technologies – Developing The Research Agenda, Workshop, CHI 2009, Boston, April 2009
  • Twitter: Expressions of the Whole Self by Edward Mischaud. An investigation into user appropriation of a web-based communications platform. Submitted to the Department of Media and Communications, London School of Economics and Political Science, September 2007, in partial fulfilment of the requirements for the MSc in Politics and Communication. Supervised by Dr. Bart Cammaerts. Download PDF from LSE (#13) or at WiredPen; read as Flash Paper.

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