Wow, what a great book. In a nutshell; market using the social web, and your message will be heard by millions, by their most trusted sources, their friends. This book cherry picks some of the most interesting and applicable findings from the social sciences i.e. cognitive and social psychology and behavioral economics, and deftly applies them to marketing and public relations in the age of social media. The book is very readable, succinct, its sources are very well cited and each chapter is bullet summarized with a comprehensive summery in the concluding chapter. This book is fast paced, lean on fluff and extremely useful as a reference (perfect for busy people like you and just about everyone else). Great read even if you don't give a rats ass about marketing (which you should, because you will fail and they will own you if you remain ignorant). Well worth the 4 hours it takes to read it cover to cover. Maybe I drank too much coffee today, but I'm gonna go ahead and give er 5 stars.