We haven't devoted a blog post to a book before, but having just finished Larry Weber's Marketing to the Social Web, there was more to say than just a "just read it" style review.  It really does go a long way to articulating the business value of online communities.

I found this book to be extremely helpful and I think everyone else who reads it will too.  It really does not matter if you are the most sophisticated web based marketer or someone who is curious about getting value from the web but has the courage to admit you haven't got a clue, this book is, as I said helpful.  Why?

1. It explains, of course the internet is complex and technology changes rapidly, but the fundamental principles that make the web work for you have not changed since the dawn of time, at least 1989 according to Larry.

2. All concepts of using the web as a marketing tool, specifically focused on the social elements that we are all so familiar with now, are actually very straight forward.  There is no black art, just the applications of creativity, work and focus.

3. Like all good business books, examples in the real world clearly anchor the points being made.  Larry relies on the large company examples, like Don Tapscott did in Wikinomics, but there are enough SME focused examples to underline that it is not big budgets that are the secret to unlocking the value.

4. The final answer to unlocking the value is a combination of online and offline working in tandem.  His favourite line seems to be, "you don't need to forget everything you already know."

When you finish reading you will be confident about reaching beyond the basics of web advertising and you will clearly see the value of enterprise social networks.  

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