 | Radically Transparent: Monitoring and Managing Reputations Online by Andy Beal
Buy new: $19.79 / Used from: $0.37 Of any of the books I've read, this is the most comprehensive and general overview of the subject.
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 | Permission Marketing : Turning Strangers Into Friends And Friends Into Customers by Seth Godin
Buy new: $18.00 / Used from: $3.87 Seth Godin understands the new paradigm in communication with stakeholders made possible by web 2.0 tools. The philosophy of "permission marketing" is critical for organizations to understand (and it has ramifications far beyond marketing).
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 | Tribes: We Need You to Lead Us by Seth Godin
Buy new: $13.57 / Used from: $12.88 The far-reaching ramifications of the collapse of the traditional mass media model of communication has left organizations scrambling to respond. In this book, Seth Godin expands on his thesis that organizations need to be individualized and collaborative in their marketing efforts by describing the model for leadership in the era of the "Long Tail."
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 | Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by Steve Krug
Buy new: $26.40 / Used from: $21.96 This book offers a simple and easy-to-follow approach for making one's web presence more user-friendly.
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 | The Cluetrain Manifesto: The End of Business as Usual by Christopher Locke
Buy used from: $0.01 Though it was first published in 1999, this work stands the test of time and offers valuable insights about responding to the paradigm shift in marketing and organizational leadership the world has undergone since the advent of the Information Age.
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 | Born Digital: Understanding the First Generation of Digital Natives by John Palfrey
Buy new: $18.68 / Used from: $4.70 Implicit in effective communication is an understanding of one's key publics. This book offers insights into the first generations of stakeholders who have never not known ubiquitous online communication technologies (which is important because they are developing radically different societal/cultural norms and expectations).
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 | Long Tail, The, Revised and Updated Edition: Why the Future of Business is Selling Less of More by Chris Anderson
Buy new: $12.76 / Used from: $1.89 Chris Anderson's theory of the "Long Tail" is in the process of manifesting itself and offers critical insight into how organizations can respond to the demise of the traditional mass media model for communicating.
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 | Here Comes Everybody: The Power of Organizing Without Organizations by Clay Shirky
Buy new: $10.88 / Used from: $9.22 Given the fragmentation of audiences and the tremendous collaborative power that small groups of individuals now have - it's increasingly important to understand how these groups work in order to get the attention of their members.
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 | Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li
Buy new: $19.77 / Used from: $13.80 This book expands upon and reinforces some of the most effective strategies and tactics for communicating with stakeholders (both external and internal).
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 | The Future of Reputation: Gossip, Rumor, and Privacy on the Internet by Prof. Daniel J. Solove
Buy new: $10.88 / Used from: $9.00 Understanding what reputation is (an increasingly complex concept) and how reputation is created is critical to an organization's ability to protect and enhance that reputation. This book presents insightful discussion about the implications the web 2.0 world has for individuals and organizations.
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 | Wired (1-year)
Buy new: $10.00 Every single month, Wired covers the technological and cultural trends that are shaping communication with direct relevance for how professional communicators do their jobs.
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 | What Would Google Do? by Jeff Jarvis
Buy new: $17.81 / Used from: $13.96 Put simply, Jeff Jarvis gets it. His insights about the future of mas media are informed by his keen understanding of all things technology and considerable experience as a journalist. "WWGD" contains clear and interesting illustrations that reinforce the heart of Google's highly-successful philosophy.
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Listmania!
