There are dozens, if not hundreds, of social media books out there.  So how is a many-hat-wearing business owner supposed to know which ones to read?   Here is a list of the 10 social media books that small business owners can read to get the most bang for their social media investment of time and money.

About the List

Putting together this list was challenging because there are so many wonderful books to choose from.  Ultimately it came down to creating a mix of books that was targeted to small business owners and that will help us build our brands  and grow our businesses.  These books run the gamut from those that strive to give you an overview and strategic context for the social media trend — to more detailed how-to books that will help you apply social media in your everyday marketing tactics.

Overall, the intention of this list is to provide a spectrum of information that will leave you feeling better, smarter and faster when it comes to social media.

Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff

Whenever a CEO or small business owner comes to me and says “I’m not sure I understand the business value of social media,”  I tell them to read this book first.  Groundswell is written by a team of researchers from Forrester Research.  These people have done more research on social media for this book (and continue to empirically study social media and document it) than you or I will do in a lifetime.

Because this book was written in 2008 when social media was still “new” to even the professionals, it explains social media in a way that all of us can understand and relate to.  Groundswell will give you a framework and a context within which to place new learning.  It is well written, easy to read and full of research data that you can trust.

The Facebook Effect: The Inside Story of the Company That Is Connecting the World by David Kirkpatrick

If you’re a business history buff who enjoyed the “Pirates of Silicon Valley” movie about Steve Jobs and Bill Gates – then you will also enjoy The Facebook Effect.  It was written by a journalist who has interwoven his interviews with Mark Zuckerberg and the key players who turned a school hobby/project into the realization of Zuckerberg’s vision to change the world by connecting people.

This isn’t necessarily a book about how to use social media, but it will take you behind the scenes of several social networking sites and how they succeeded and failed.  It’s great business reading in general.

The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media by Paul Chaney

If you’re fed up because the time and money you’ve already invested in traditional marketing like advertising or direct mail isn’t paying off, or you’re frustrated because you see the world of marketing changing and you’re not sure how to maximize the technology for business objectives, then this book is for you.

While it won’t show you detailed nuts and bolts of how to start a blog or how to use Twitter, it will help you to start plotting your next move.

The Social Media Bible: Tactics, Tools, and Strategies for Business Success by Lon Safko and David K. Brake

When a book has the word “Bible” attached to the subject and in the title, you automatically assume that it has everything you’ll need to get through life as it concerns that topic.  And that’s exactly what you’ll find here.

This book covers some history and background, as well as tools and strategies that you can use to grow your business with social media.

The New Community Rules: Marketing on the Social Web by Tamar Weinberg

Let’s say you are now “sold” on the idea that using social media as part of your marketing strategy is probably a good thing.  Yet, despite all the books out there, you’re still not sure exactly what to do or where to do it or how to do it – beyond establishing a basic profile or a presence.  

The New Community Rules is your next step.  This book will give you the specifics you’re looking for.  It covers a number of niche social sites you may not be as familiar with, and includes short success case studies.

Everything You Ever Wanted to Know About Social Media, But Were Afraid to Ask… by Hilary JM Topper MPA

There is something very appealing about a short, pocket-sized book with the title “Everything you ever wanted to know.”  This book gives you short, succinct descriptions and tips on many of the most useful social media applications.

Newbies will love its short, easy-to-grasp style; intermediates will find applications they may not have thought of using before; and advanced users will find a few gems and recommend it to their friends who are just starting out.

Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust by Chris Brogan and Julien Smith

By now you’ve noticed that the social media revolution requires a new and different way of thinking.  This makes Trust Agents the perfect book to read next.  It’s written by Chris Brogan and Julien Smith and endorsed by Seth Godin — all trusted marketing minds whose work has stood the test of time.

This is an easy read and will get you squarely in the social media mind-set.  One warning: You may not agree with what you read.  You may not like it.  But understand this:  It’s how the technology is impacting people and small business.  Embrace it.

Viral Loop: From Facebook to Twitter, How Today’s Smartest Businesses Grow Themselves by Adam L. Penenberg

You’re almost a pro now (after reading the 7 books above)!

Have you ever wondered what it is about some concepts, ideas or applications that makes them go viral?  Viral Loop has the answer.

This is another business history book that proves that viral marketing has been with us for ages and not just since the advent of the “Forward” button on our e-mail.

Crush It!: Why NOW Is the Time to Cash In on Your Passion by Gary Vaynerchuk

The key to really making a social media strategy work is passion and authenticity.  If you’re wondering how you can harness your passion for your business to hit the big time using social media, “Crush it!” will be a fun read for you.

This book will help you understand that in order to be successful, you have to look at everything in your business as potential content.  It’s a case study of a traditional wine business and its transformation into a modern, social media marketing driven enterprise whose CEO used his passion for unpretentious-ness as an asset.

Wild West 2.0: How to Protect and Restore Your Reputation on the Untamed Social Frontier by Michael Fertik  and David Thompson

Perhaps the best reason (and one not often talked about) to get your business actively using social media is reputation management. The question every small business owner needs to ask him- or herself is, “Do I want to manage my online reputation or do I want to leave it to chance?”

This book will show you how reputations are created, controlled and managed.

* * * * *

So there you have it — a mix of social media books that every small business owner should have on the shelf. If you’re wondering what social media strategies and tactics you should put in your marketing plan this year, you’re guaranteed to find them here.

From Small Business Trends

10 Social Media Books Every Small Business Owner Should Read

Want to be the one that makes the big play in business?

Don’t just imagine a single monumental act like a scene from a movie.  Instead, plan on a series of well-executed plays.

At least that’s my takeaway from the new book Clutch: Why Some People Excel Under Pressure But Others Don’t by Paul Sullivan, a New York Times columnist who writes the “Wealth Matters” column for the paper.  I received a review copy of this book, and was intrigued enough to read and see how it stacks up from a business owner’s perspective.   I think Clutch gives good advice for readers looking to understand why some people come through in tough moments — and why others choke.

In Sports and Life, “Clutch” Moments Are All Around Us

Clutch starts with the anticipated sports references, but it inspects sports moments differently from most books. Author Paul Sullivan’s interesting take is that being “clutch” is not just a “triumphant sports moment: the home run that wins the game or the basket or stolen pass at the buzzer…. It’s the precisely executed series of plays in football, not the Hail Mary.”

It’s this approach that makes the book Clutch an appealing aid for developing business leaders.  A successful, established business is the result of many acts of growth and development, not just the big sale that saves the business from failure or propels it to new heights.  Using this approach can help business owners and employees realize that marketing is a series of plays, that working toward profitability is a series of plays, that social media success is a series of plays, and so forth.

Sullivan sets out to show readers how to learn clutch ability. He describes why people are “clutch” using five main personal traits:

1. Focus
2. Adaptability
3. Discipline
4. Presence of mind
5. The combined motivation of fear and drive

Sullivan does a splendid job of tying examples to his points.  Clutch is not necessarily a how-to book like Find Your Zebra. So it may fail those who really need step-by-step instruction in a business setting.  But it succeeds in providing good introspection for those who can then figure out how to apply the points raised.

Overcoming the Obstacles to Being Clutch

The most intriguing chapters regard the many hurdles that stand in the way of making clutch plays, such as “pride … an emotion that inhibits many people’s ability to make all kinds of necessary decisions.  In financial matters it acts like a smokescreen.”  Overthinking and overconfidence are other potential hazards to great leaders.

As one example of overthinking, Sullivan examines why the batting performance of New York Yankee Alexander “A-Rod” Rodriguez declines in the post season despite a great regular season performance.  (The performance examined is up to the 2008 season, prior to the 2009 championship … sorry, Yankee fans!).  A study of batting averages proves that Yankee Derek Jeter and even Boston’s David “Big Papi” Ortiz  comes through in key playoff situations (again, sorry, Yankee fans!).  The author goes on about Rodriguez:

“He was great but his problem was what he was thinking when he stood at the plate with the game on the line. Jeter is so great under pressure because he is focused on hitting the ball [and] making the play, and he is completely in the present. A-Rod has often looked like Ken Lewis at a congressional hearing: taut, stiff, not himself …. Could A-Rod ever stop comparing himself to great players and actually be great under pressure?”

The author then considers the challenges overconfidence can bring to decision-making and execution of plans:

Overconfidence is the bigger, more destructive cousin of overthinking …. When someone like A-Rod overthinks the situation, he fails personally, but other teammates can make up for the shortcomings. When a leader becomes overconfident, his choking can be systematic.

How Clutch Applies in Business Life

Sullivan reviews the management of the GM-Toyota NUMMI plant through the eyes of John Shook, Toyota’s first American manager. Shook sees how the “clutch” difference plays out in the management style of the Toyota executive:

The pressure to succeed with NUMMI was immense, but what struck him was how Toyota executives handled it. They used it to focus on their work and did not allow it to cause stress. “Most of our quintessential American leaders – like a Lee Iacocca or a Jack Welch – have this image of deciding from your gut … The Japanese don’t play that game.”

Sullivan also surveys stage fright and the career of actor Larry Clarke (who had a recurring role as Detective Morris LaMotte on “Law & Order”) on how to gain presence of mind needed to perform and to keep the past at bay.  Imagine this as an aid in making major pitches before clients and large audiences.  The world of finance provides examples of accountability as Clutch examines the decisions of Bank of America’s Ken Lewis and Chase’s Jamie Dimon during the Merrill Lynch and Bear Stearns deals, respectively.

Dimon was the technocratic leader, the man sifting through the numbers and demanding accountability from everyone and himself.  Lewis was the throwback to the imperial CEO, demanding respect by dint of his office and the standing of B of A….  In the moment when [Lewis] should have accepted responsibility [for Merrill Lynch] … he punted …. Without taking personal responsibility, a leader can never be clutch.

Most small business owners will want to read the segments focusing on clutch situations with money for lessons in the inner courage to face tough choices.

One aside: The last chapter is the author’s interview with Tiger Woods shortly before Woods’ personal scandal. I did not feel it added a new insight to the examples given, but it did provide a good closer.

What Could Work Differently for a Business Reader

I did wish that Clutch had more specific examples related to small business, such as the experiences that solopreneurs and small startups undergo.  Given the high risk of failure in a small business, these examples would have provided a more direct example to readers in such positions.  But the diversity of business examples enables readers to understand the points raised.

Also, I felt the segment on women being “double clutch” — due to success in industries that have historically discriminated against them — required more elaboration, since success in diversity often requires a cultural commitment within an organization, one step beyond the personal traits of the leaders involved.  Addressing the nuances in business would have been a nice addition — cultural change in an institution may take several “plays” to achieve  –  but perhaps would have required another book to do justice to the topic.

Read to Know How to Succeed

Clutch is a terrific reinforcement for determining one’s strengths and weaknesses.  It shows that performance is the sum of one’s actions over time. It does not have the full psychology and the imaginative elephant-and-driver metaphor of Chip and Dan Heath’s Switch.

But within its format Clutch works well enough in showing what it takes to be successful in tight spots and truly shine in business and in life.

From Small Business Trends

Clutch Helps Business Owners Perform in Tough Times

When I received Competitive Selling: Out-Plan, Out-Think, Out-Sell To Win Every Time from the publisher, I wasn’t exactly eager to pick it up.  After all, I feel like they should have paid me for all the sales training courses I’ve taken in the last 20-plus years.

I’m not going to bore you here with the myriad sales role-plays and sometimes ridiculous models and processes that I’ve been subjected to and tried, because you probably have your very own history that’s left you lukewarm on the whole sales thing.

Not only that, but the world has changed so much, who knows anymore what works and what doesn’t when it comes to sales?

An Upfront, no-B.S. Book About What Works

Well, it seems that Landy Chase knows how to sell successfully.  He has taken an upfront, no-B.S. stand on what it takes to sell today.  I’ve never met Landy Chase, and I haven’t talked to him as of this writing.  But his writing style and tone in this book left me thinking that this is a guy who has been there, done that and decided to not let the rest of us continue making fools of ourselves.

Chase  starts the book with a personal and embarrassing story about how a competitor completely outperformed him in a selling situation.  That takes guts.  So he got my attention and my respect within the first few pages.  Then he goes on to so completely “tell it like it is” that I didn’t know if I was getting spanked or coached for my own good.

Chase is a successful sales trainer and professional speaker who lives in North Carolina.  Don’t look to the bio for much information or reasons why you should read this book.  All the reasons are given inside the pages in the form of tips and how-to’s from someone who has tried, failed and honed in on a process and system that works.

Reading This Book Felt Like a Coaching Session

There are 12 chapters in 255 pages, written from the problem- or event-driven perspective of a salesperson.  In fact, I wonder if Chase thought the trigger for purchasing this book might be the loss of a big account or opportunity, because the introduction and the first chapter start with his personal story of a failed sales call and “The Real Reason You Lose to Competition.”

In many ways, this book feels like a conversation with a coach or with your dad after you’ve made some kind of mistake.  As I was reading this, I couldn’t help but feel a sort of invisible arm around my shoulder and a confident, knowing voice saying something like, “OK, so here’s how it really goes down.  When you get into this situation, you’re going to see these people and they will say this and that.  That’s when you ask them these questions.”

Predator Points and Other Interesting Insights

Every few pages, you’ll see a gray box entitled “Predator Point.”   These are quick-and-dirty tips to help you navigate those pesky surprises that crop up during the selling process.  Here are a few examples:

• “Callers will sometimes ask for a price over the phone.  Respond by saying, “I will not be in a position to quote fees until after our initial meeting.”

• “The influencer’s reasons for denying you access are completely  legitimate to them and must be respected.”

• “Handing out your proposal at the start of the meeting surrenders your control of the meeting.”

• “When presenting to one or two people, use your laptop.  For groups of three or more, use an overhead projector and screen.”

See?  These are terrific little tips that you can literally write down on an index card and carry with you.

One of my favorite chapters is “Role Call: Identifying the Inner Circle.”  If you read only one chapter (and you’ll want to read them all, trust me), this should be the one.  Chase lays out the roles you will run into on your competitive selling journey.  You’ll meet “Spock” – the person who is second to the decision-maker, but takes over when particular situations present themselves.  Then there’s the “Mole” –the person within a selling opportunity who is on your side.  Maybe you worked with them in a previous situation; maybe they have a vested interest in your success.  The important point is to develop a mole relationship within your target company.

Who Should Read This Book

If you are the person responsible for bringing in the business, you should read this book — you can’t afford not to.  Forget what you’ve learned in past sales trainings or even if you are currently working with a sales coach and trainer.  The advice in this book is solid.

If you’re a business owner and have a salesperson or team, you’ll want to get a copy for everyone on the sales team. Depending on the size of your business or whether you get involved in sales calls, it may not be a bad idea to work through the book together as you strategize around your next big opportunity.

Marketing people will find this book extremely helpful as they work to develop materials and marketing strategies that focus on what the customer needs to know rather than tooting their own horn.  For example, put a picture of your competitive advantage on a selling sheet, not a picture of your building (unless the building is your competitive advantage).

So What?

As much as I’d like to say that marketing is the most important function of any business, we all know that unless there are paying, profitable customers, there’s no chance of creating cool marketing strategies.  And if landing more, better, more profitable customers is your goal, then Competitive Selling has your answer.

From Small Business Trends

Competitive Selling: A Myth-Buster That Will Improve Your Performance

I first read Clate Mask and Scott Martineau’s story on the InfusionSoft web site.  When I heard they had this book out, I quickly purchased a copy.

Here’s the Cliff’s Notes version of their story:  A couple of guys start a software business.  The business has its ups and downs and in August 2002, it was mostly downs. Then they get a call from another freaked out entrepreneur that starts with the words “I have pain!  Can you help me?!”  This is where EVERYTHING changes and where the lessons for “Conquer the Chaos” are learned.

What makes “Conquer the Chaos” such a heartwarming and inspirational read is the authenticity with which Scott and Clate tell the InfusionSoft story.  They are not afraid of sharing personal moments of fear, frustration and doubt.

In the beginning of the book, they share how chaos was in control in the early days of their business business with this touching moment when Clate’s  8-year-old son asked

“Dad, why are you so mad?”

“Because a freaking creditor called me on a Sunday!” Clate snapped.

The next question was “What did he want?”

“He wanted to know why I hadn’t paid my bills.”

“Well, Dad, did you tell him it’s because you haven’t made enough sales?”

There’s another story right after this one where Scott was at the hospital with his wife and new baby but he was preoccupied closing a deal on the phone.  When his wife looked at him angrily, he simply replied “You want to be able to afford the hospital bills, right?”

Sharing these kinds of real-life stories is Clate’s and Scott’s way of showing the reader that they’ve been there.  Their story isn’t too different from ours with one possible exception:  they’ve recognized the chaos and learned to overcome it and re-direct its energy toward helping other entrepreneurs.

Who is “Conquer the Chaos” Written For?

This book is written for entrepreneurs and small business owners who have a dream of being free and being in control of their time, their life and their success.  Or it could be for the person who has an idea or a product or process that was better than anything else out there.  Or maybe you’ve been out of work for so long, that doing your own thing seems like the best way to bring money back into your household.  And if you’ve been in business for a while, and haven’t quite been hitting your goals, you, too will find this book a useful read.

The Entrepreneur’s Journey from Chaos to Freedom

The point of the book is that chaos is and will be a part of your daily life.  And more importantly, unless you conquer it – it will conquer your dream.   It is written in four sections:

• Section I: The Quest for Freedom – This is really the “Why you should listen to us” section.  It’s where Clate and Scott lay out the bulk of their hearts and personal stories to show you that they are NOT being academic, but practical in their advice.  They give so many examples that resonate that you will find yourself unconsciously nodding your head in agreement and mumbling things like “Don’t I know it.”

• Section II: Mindset Strategies – In this section they tell you that your head needs to be in the right place.  In fact, you need to have just as much “emotional” capital in the bank as actual cash (maybe more).  What exactly is an emotional bank account?  It’s all the emotions in the mix that allow you to CONTROL how you experience the day.  It’s having the strength to CREATE the experiences you have, rather than having the daily experiences of life drain your energy and creativity.  It’s the old “All the money in the world can’t make you happy” scenario.  You have to have enough emotional capital to see things clearly and stay optimistic.  So that when challenges come your way, your brain is in the right place to find a solution.

• Section III: Systems Strategies: Controlling Speed – Now that your mindset is in order, it’s time to start creating systems that help you manage and create order.  Much of the chaos (and success) within our lives and our businesses comes from two sources; humans and communication.  And since customers are humans that we have to communicate with, it just makes sense to start creating a centralized system to do just that.  And this is actually what InfusionSoft software does.  I’ve heard some readers say that the back end of the book is a pitch for InfusionSoft, but I didn’t really see it that way.

• Section IV: Find Your Freedom – This last section harkens back to the mindset theme. Now that you’ve built a system, you’re on the precipice of having more time, more money and the freedom that started you on this journey.  This last set of chapters will inspire you to focus on the higher calling behind your business.

Scott and Clate may have started out thinking they were in the software business.  And their story is a real life example of how to move BEYOND what you do toward what you and your business are here for.  That fateful call in August of 2002 launched more than a project.  It launched more than a software.  It launched Scott Martineau and Clate Mask on an entrepreneurial calling to help entrepreneurs be successful.  And (oh by the way) if you happen to use their software to help you – then it’s a win-win for everyone.

“Conquer the Chaos” is a wonderful book that’s and easy and fun read.  Pick it up for yourself, friend or family member who is a budding entrepreneur or who isn’t living up to their own dream of freedom.

From Small Business Trends

“Conquer the Chaos” Gives Entrepreneurs Inspiration and Insight

I’m a firm believer that everyone should have their own business or sideline business, as well as passive revenue.  Online businesses offer the opportunity for both.

That’s why I was excited to receive a review copy of, “KaChing:  How to Run an Online Business that Pays and Pays,” by well-known entrepreneur and author, Joel Comm (Wiley, 2010).

Since I already make a portion of my revenues from my online businesses, I consider myself at least intermediate in my knowledge of online marketing and how to create online revenue streams. I wasn’t sure if I’d really learn anything from this book, but I figured I’d at least enjoy it.

Online Business Tips

I like how Comm set up the structure of the book.  He starts by giving an overview, then explains the importance of niches (this concept can never be hammered home enough, in my un-humble opinion), before stating the primary ways to make money online.

He also shares his seven keys to online success, and gives examples:

1. You Have to Dream
2. You Have to Believe
3. You Have to Prepare
4. You Have to Act
5. You Have to Relate
6. You Have to Use Models
7. You Have to Grow

Ways to Make Money Online

Comm shares with the reader the primary ways to make money online: blogging and other online content, information products, affiliate programs, membership sites and coaching programs.

Case studies and specific examples, as well as resources to make the process easier, help explain the sometimes tricky world of online business.

And if you’re someone who enjoys a book that contains how-to information, you won’t be disappointed.  Comm is not only a strategist, but he created a well-known iPhone app. In this book he explains  a concept such as using Google AdSense ads to make money online, as well as some of the coding techniques to make it more effective.

The verdict: If you are a beginner, you’ll definitely learn some great ways, as well as important models, to make money online.  If you are already making money online, you’ll probably gain a few useful nuggets to help you achieve even more success.

From Small Business Trends

The Sweet Sound of Online Sales: Review of KaChing