I think that I have taken in more than 10 books, all claiming to have the low down on the social marketplace. some of them give me great ideas; others drown me in old school jargon that really does nothing to shape the channel. here are a few good ones.

a little guide - FREE - http://canuckflack.com/2008/03/15/secret-guide-to-social-media-in-large-organizations/

a great book - http://www.newinfluencers.com/

one more - http://www.marketingtothesocialweb.com/

measurement is the most complicated thing - we are working with many clients in the banner, search and social spaces and are developing new measurements that are taking CTR and CPM to levels unheard of in the industry. Stay tuned.