Author: Susan Rice Lincoln
Publisher: Kogan Page
This book operates in the murky waters between teaching social networking and evaluating e-commerce strategies for small business. For students in media studies, there is value in assessing "why... so few have really been able to successfully capture the power of the internet". However, the work lacks scholarly context and protocols, with an over-reliance on Wikipedia for definitions, although the chapter on podcasting is strong.
It assesses communication and selling strategies and is not a technical guide, but offers a tour through blogs, social networking, podcasts, search engine optimisation, websites, vodcasts and viral marketing. It is a guide to evaluating new portals of communication for business.
Who is it for? It has a role for undergraduates assessing social networking sites and taking e-commerce courses.
Presentation: Includes checklists and thoughtful diagrams.
Would you recommend it? For students wanting a gentle introduction to social networking, Mastering Web 2.0 has value.