"Marketing Online" by Marcia Yudkin
I'm going to start recommending to my clients and readers that they appoint a "Designated Schmoozer" in their company -- someone who's assigned to go out and explore the Internet and online services, participate in electronic forums, offer assistance, answer questions, and field inquiries when they come up.
As you point out in "Marketing Online," this kind of effort has to be genuine to be effective. Insincerity and blatant commercial pitches will fall flat in the online world. So the Designated Schmoozer has to be someone who really loves doing it.
If you're a one-person business, the Designated Schmoozer has to be yourself!