I remember when Michael launched his blog and I recall talking to our team about how impressively he was growing reach. I don't know him personally, but watched with awe from a distance.
This is an excellent listen because it is a how-to guide from someone who really did it. There is a great deal of uncommon sense in this book and I whole heartedly recommend it.
I think too many people believe success in social media will come from a viral video or a facebook campaign. This is a much more carefully iterated approach that should be followed by 95% of companies using social to raise their profile. It is not rocket science it is merely great tactical execution.