The UNmarketing book really communicates how important a conversation is with customers as well as your network as a whole. The example of getting angry with a telemarketer, then finishing lunch and saying "well, off to do my cold calls!" is exactly the same thing and is going to give that same negative feeling.

If you want to better understand social media and be a part of the conversation, read this book. The chapters are short and filled with stories with specific examples and tips, with both the psychology as well as the tactics to use.