It is rare that I find a non-fiction book that is hard to put down, but Advertising 2.0: Social Media Marketing in a Web 2.0 World by Tracy Tuten, is one of those books. Whether you work for a large company or have your own small business, whether you have a product, service, or web site you are trying to promote, this book is well worth reading.
This book goes into extensive detail about all the various ways to advertise using Web 2.0, with many, many examples. I thought I knew a lot about advertising, but I was unaware of such advertising content as cCGM, CFM, CGM, CGM2, and CSM, which the book covers in easy to understand language. The author also talks about how Friendvertising can be done on the social networking sites, not just the big ones, but the lesser known ones such as Dogster, Gather, and Xanga.
She even covers advertising in virtual worlds, social news media, consumer provided brand folklore, and even alternate reality games and social games.
If you are looking for concise and complete coverage of advertising in the 2.0 Web world, get the book Advertising 2.0: Social Media Marketing in a Web 2.0 World. I highly recommend it.