1) Inside Rupert Murdoch’s mind, courtesy of Twitter (New York Times Magazine) — David Carr writes that the modern chief executive lives behind a wall of communications operatives, and therefore offers little in the way of public candor. But  he also writes that Rupert Murdoch’s decision to join Twitter shows that the social networking site can help tear down walls between executives and the public.

2) Online social networking spills over into real world (The Baltimore Sun) —  Gus Sentementes documents how Baltimore’s loosely affiliated tech entrepreneurs are using social networking to organize real world meet-ups that may not have happened just a few years ago.

3) The Martha Stewart guide to Facebook contests (PR Daily) — The folks at Martha Stewart Living Omnimedia weren’t content to float by on name recognition when “The Martha Stewart Show” had its season premiere on the Hallmark Channel in the fall. The company turned to its Facebook fans to spread the word.

4) Negative online reputations hurt companies looking to hire (Corporate Executive Board) — A new study from the Corporate Executive Board shows that 66% of respondents lost interest in a potential employer because of something they learned online.