Yesterday I listed the first 5 of the 10 books I think are core reading to get a handle on business and social media. Here’s the second 5:

(Remember to share your own favourites – and the reasons for picking them – in the comments.)

New ways of thinking about your customers and your business

6. Now Is Gone: A Primer on New Media for Executives and Entrepreneurs
- Geoff Livingston with Brian Solis (2007)
This is a book that approaches ‘new media’ very much from a PR angle. That said, Livingston – a respected new media PR practioner – shows quite clearly how traditional PR must adapt to be relevant in the era of social media. The layout of this book is the least appealing of the books on the list but if you set aesthetics aside and pore over the case studies Livingston presents in his very readable style, you’ll com eaway with a plethora of tips and advice on how to best present you company and brand using new media.

7. The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
- Meerman Scott
Meerman Scott’s chunky book looks daunting at first glance. There’s a heck of a lot of information in there. You may be tired by the time you’ve come to the end of the book’s subtitle. However, if you persevere, you’ll find an indispensable guide to all aspects of engaging with customers online.

The author has an engaging style and the case studies and personal stories make for an entertaining read. If you had time to read only one book on this list and wanted something that showed you how each of the various elements of social media can be used to best effect, this is it.

If there’s anything missing, it’s any reference to Twitter. But considering when the book was written – and Meerman Scott now uses Twitter, too – it’s hard to blame the author for that. What it does show is that the lengthy publication lead time for traditional books, coupled with the speed with which new online tools develop, can mean up to the minute books when being written are mere footnotes of history when finally published. This is not the case for this book. Twitter aside, there’s plenty value in the discussion of the more familar social nmedia tools that remain a bedrock of online marketing right now.

8. Purple Cow: Transform Your Business by Being Remarkable
- Seth Godin
Many people have commented on the apparent flaw in the argument that a purple cow may be interesting but nobody really wants a purple cow. This rather misses the point. Godin’s purple cow is the starting point for a riff on uniqueness, not an example of a great product! It’s what you do around your purple cow that makes the difference. between successful marketing and

His writing style is direct and punchy. Words are never included for the sake of it. Most of Godin’s work takes shape on his blog and the short chapters or sections reflect that. But when you can pack such sharp thinking into so few words, nobody can complain of being short-changed.

What we have in this book is a plea to create the products that people want so badly they’ll talk about them endlessly to whoever they come into contact with. To do that means putting as much – if not more – effort into the qualities of the product rather than relying on clever marketing and advertising later on in the product’s lifecycle. In many ways, Purple Cow is the answer to many of the theses expressed in Cluetrain (see yesterday’s post).

9. Meatball Sundae: How New Marketing is Transforming the Business World (and How to Thrive in It)
- Seth Godin
I make no apologies for including a second book by the marketing maestro. Whereas ‘Purple Cow’ is a passionate hymn to becoming remarkable, ‘Meatball Sundae’ is a timely warning that it’s not just about using tools, however skilfully. Godin’s base metaphor revolves around layering cream and a cherry on top of meatballs. The result is not going to win many flavour awards. This is shown to be the equivalent of simply using new social media tools and marketing techniques when your business remains the same. That’s not to say that the business is bad or the tools are bad. It’s simply that to win with social media – if the decision is made that social media is a worthwhile marketing strategy for your business – requires a change in the way the business works.

This is a big and bitter pill to swallow and some companies will resist the message. In Godin’s usual witty and concise manner, the message is reinforced on almost every page. Anecdote follows anecdote follows metaphor. On reaching the last page, the choice is simple: return to selling meatballs or look long and hard at your business and start making changes to your structure, your products, and your business model.

Nothing stays the same

10. Always be Testing: The Complete Guide to Google Website Optimizer
- Eisenberg & Quarto-vonTivadar with Davis
This is obviously not your standard business book. It’s actually laid out like a typical programming text and even includes exercises. So why am I recommending a book that seems to belong on the bookshelf of your webmaster rather than on your desk?

Two reasons, really. The first is that the philosophy behind the book underpins any foray you might make into social media or the web in general: test everything and test repeatedly. And secondly, reading the book gives you a great insight into the technical issues that lie behind some of the decisions you or your team may have to make when it comes to your web site or your on-line marketing or your AdWords campaign. In other words, this book will give you the vocabulary and the data to justify to your bosses why things need to be changed – and how. Finally, if you’re thinking of hiring someone to run your AdWords campaign or to build special landing pages for product launches, it might be a good idea to ask if they’ve read this book.

That’s it for now….

Any list of books will inevitably reflect the tastes of its creator and it’s almost impossible to produce one that doesn’t scream for changes. Please feel free. These are the books I stumbled across – whether by good luck, word of mouth, or interest – when I needed them and I’m equally sure there are many others out there just as good. That’s your cue: tell me what books you’ve read and found useful in the journey to learn more about using the new tools of the internet for your business success. Or tell me which books you recommend to clients to read.