These are some of my favourite books that helped me and could help you with online social media. I found these books useful in providing tips on better engagement with your customers/audience online and help you think about building a stronger online presence .. ultimately then leading to better opportunities and business.
The book list is made of up a blend of techniques and ideas for addressing social media plus the all important traditional management and personal skills.
I am not sure if you have come across Simons Cat. It is a brilliant example of viral marketing and a very good example of a successful online presence.
Yes, I guess you need to appreciate cats but the concept and animation is simply superb.
Its also absolutely great fun even if you don't like cats - the website gets 60,000 hits a day too.