As far as people, have them approach him slowly in the least threatening way possible and let him smell their hand etc. When hes comfortable with that, move onto gently petting his back. When hes good with that you can move on to petting his head etc. Just keep an eye on him to make sure he isn't getting to aggressive or uncomfortable. It may take a couple times for him to get used to it.
If you have the money, take him to one of those classes at pet-smart or wherever. Definitely worth it in the long run + they will give you a more specific idea of what to do. Other than that, or if thats too much, just pick up a magazine with some basic information (or just google it, probably get the same result).
Biggest thing though is definitely socializing with other well behaved dogs and humans (again, pet stores are a good bet, dog parks if you have him), and make sure he is well treated and not abused so he doesn't end up nasty in the long run. Also, gently criticize for barking, jumping, biting etc now so its not an issue later. Also, if I was you I would train him to stick with you off leash now, so he can be off leash when hes older. Makes walks and stuff much more enjoyable, particularly in more remote areas sense the dog can get more exercise/ have a better time. Keep an eye on him for weight gain and start doing set, measured meals so he doesn't become a fatty.
Hopefully this helps.
