This week’s recommended reading from your friends at Blogenberg.

• Church of the Customer blog demonstrates how to apologize.
• Jeremiah Owyang discusses the development of the social web over five stages.
• Chris Brogan recommends using how-to pieces to build relationships online.
• Ben Stein explains why his summer sales job taught him the art of selling, an important skill in a world where “all of us sell something.”
• Spike Jones points out why companies should approach brand ambassadors, the folks who really promote your products or service to their friends and neighbors, as if they were best friend.
• Monica Guzman, a reporter, blogger, and community manager for the Seattle Post-Intelligencer, shares what it takes to be an awesome news commenter.