I'm reading Marketing to the Social Web by Larry Webber. It's a good overview of the issues and options for people interested in using the internet for communications - particularly advertising.
I like his concept of seven steps:
1. Oberve: find out what people are already saying.
2. Recruit: identify a core group of collaborators who will engage in the process.
3. Evaluate platforms: work out what tools you will use.
4. Engage: build relationships by active dialogue.
5. Measure: evaluate the impact of your communications. Who are you talking to, and what are you talking about?
6. Promote: link to other social media and communities.
7. Improve: and so on...
I haven't finished the book yet, but have enjoyed it so far. It's given me a lot to think about.
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