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How people use the Web: the Forrester Ladder concept
There are multiple ways that different people use social media and the Web in general. Be aware that people are very different in their personality types, needs, demographic and online behavior.
http://internetevangelismday.com/blog/archives/5599
Book review: Don't Make Me Think! A Common Sense Approach to Web Usability, Steve Krug, New Riders
This is probably the best book available on how to build usability into a website. ‘Usability’ means: enabling visitors to find what they are looking for, and present it to them in an intuitive way they can easily understand. Few websites implement all Steve’s common-sense recommendations, and lose out as a result. He also provides a vital section on how to use other people to test a website.
http://internetevangelismday.com/bookreviews/dont-make-me-think-usability.php

