Climb Aboard the Clue Train

"The Cluetrain Manifesto" by Christopher Locke, Rick Levine and Doc Searls and David Weinberger is the seminal handbook on social marketing on the web. It's funny, irreverent and right on the money when it comes to telling the truth about customers and potential customers already on the web talking about you and your products. The bottom line: "Markets are conversations, talk is cheap, silence is fatal."

It's also very prescient. It was written in 1999, but could very well be a contemporary work to "Groundswell" the groundbreaking social media book by Li and Bernoff (another book I highly recommend reading). Some of the references are obviously dated, but the main points are still relevant today.

I recommend giving it a read. It's easy to get through; written very conversationally. You can read it online at http://www.cluetrain.com/book/index.html or you can purchase a print copy on Amazon.

Disclaimer - The links to the books' Amazon pages are affiliate links.