Many of the leading books like The Cluetrain Manifesto have a tone and viewpoint that is at best preachy towards marketers and at worst downright hostile. Marketing and the libertarian belief system at the centre of the web community from the EFF to the blogosphere seem to be diametrically opposed. Its kind of like that Bill Hicks sketch that starts off ‘marketers kill themselves’.
Marketing to the Social Web – How digital customer communities build your business by Larry Weber is less of a lecture berating marketers and more like a discussion over beer and pretzels. Weber contextualises the online environment and explains where marketers should get involved, including strategies for successful participation. The book is written in an accessible manner and made excellent reading on the tube.