The Cluetrain Manifesto remains one of my favorite books. Written in 1999, I still consider the message very timely. Doc Searls recently spoke at a conference that discussed the relevance of Cluretrain as it approaches 10 years.
Here are his presentation slides,
I recommend anyone interested in Cluetrain watch the video. The 38 minutes is time well spent. Searls talk provides great insight into the history of the book. He believes that advertising as we know it will die. The Cluetrain was a rant against BS, and he is concerned that this basic advertising paradigm continues today. His takes on Facebook (starting at the 22 minute mark) is that now BS gets personal. On Facebook, you’re not just a face, you’re a target. It’s still about selling eyeballs to advertisers, and ultimately this model will fail.