Most important social networking tools:
Chris hatesTwitter (another thing we agree on!) but recognizes that it has an impact. Following the influencers in any sphere can be a great way to learn what is important there. It can help monitor what's being written about your company, product or service, and help you pick up on which bloggers to follow.
He likes Ning, Digg, del.icio.us, Reddit, Facebook, and Lee LeFever's In Plain English videos.
What matters in blogging:
SimplicityTwo-way dialogAccess (provide a method for reader contact other than the comment form)TransparencyUnique valueListeningRecommended books:The Cluetrain Manifesto by Christopher Locke, Rick Levine, Doc Searls and David Weinberger (published in 2001, but amazingly prescient and still timely)Meatball Sundae by Seth Godin (I haven't had the opportuni…