I just finished Cat Seda's new book, "How to Win Sales and Infuence Spiders: Boosting Your Business & Buzz on the Web." (See required reading.) Seda is a well-known SEO consultant and this book doesn't dissapoint. It's not a 'techie book' so don't let that scare you.
I particularly enjoyed the section on "Networking in Social Media." I've been working with my clients to use Social Media Marketing to their advantage and she offers a good big picture view.
I would distill the message to be —take an interest in what others are doing and let them know what you like. It's easy to notice the good work of others. For most creative and entrepreneurial types its much easier than trying to blow your own horn. The results are usually better, too.