| | |  | Toby Bloomberg | Home » » Now Is Gone: A Primer on New Media for Executives and Entrepreneurs | | | | | | | Description: | | Now Is Gone seeks to help businesses embrace Social Media intelligently. Readers can learn if their organization is ready, how to begin, the predominant participation is marketing approach that other businesses are using, social media marketing strategies, and general social media insights. In addition to best practices, the book is laced with case studies that demonstrate corporate successes. This primer provides the quickest way for executives and entrepreneurs to figure out social media marketing. | | | Features: | |
• ISBN13: 9780910155731
• Condition: NEW
• Notes: Brand New from Publisher. No Remainder Mark.
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| | | Product Details: | | | Author:
| Brian Solis | | Paperback:
| 160 pages | | Publisher:
| Bartleby Pr | | Publication Date:
| November 12, 2007 | | Language:
| English | | ISBN:
| 0910155739 | | Package Length:
| 8.4 inches | | Package Width:
| 5.4 inches | | Package Height:
| 0.6 inches | | Package Weight:
| 0.65 pounds | | Average Customer Rating:
|  based on 27 reviews |
| | | | Customer Reviews: | |
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 Focus on social media principles, not tacticsJun 11, 2009
With the Internet continuing to evolve at a dizzying pace, where six months can feel like six years, most printed books about new media are outdated by the time they hit bookstore shelves. One published back in 2007 should, by all rights, be completely worthless at this point.
That Geoff Livingston's now is gone: A Primer on New Media for Executives and Entrepreneurs still holds up is a testament to his wisely focusing on "social media principles rather than tactics" and offering a practical take on the opportunities and challenges new media technologies have introduced to the marketing mix.
While there is nothing particularly revelatory here that any savvy marketing professional shouldn't already be familiar with, most will appreciate its recognition of social media as a fundamental piece of the marketing mix, part of a long-term strategy tied to a company's core values, and not a short-term tactic tied to the latest new shiny du jour.
now is gone fulfills its stated mission of being a primer on new media for key decision-makers, making it a perfect resource to pass along to executives who simply don't "get" it when it comes to marketing, traditional or social. Livingston never talks down to the reader -- something many new media evangelists are guilty of -- and he keeps things relatively high-level and practical with case studies spotlighting specific initiatives, covering the most important fundamentals in the second and third chapters, "New Media Ready?" and "Building a New Media Effort."
Any executive should appreciate the mix of personal insights complemented by commentary and experiences from the variety of industry professionals quoted and interviewed; that he consistently ties everything back to fundamental strategic planning and return on investment is the real clincher.
A great addition to any business or marketing bookshelf.
 Social media is not easy marketingApr 05, 2009
For many business and PR people, the new Web is seen as a new medium for the same old message. What Livingston is trying to do is to say "Not so fast." The book introduces the new Web world for marketing and PR people, explaining how the new Web 2.0 users are not looking to be widely marketed TO but rather marketed WITH, as active participants. The author makes the case that the old way of publicity is fading fast, and the new marketing venues break the rules learned in business school. The message is now interactive with the consumer a vital part of the process, not just as the end recipient. Because change is scary, the book tries to explain not only what is to be done in new ways today, but why. The target is the business person currently working with PR and marketing giving basic directions for success so that the PR person and business executives can work together to succeed in the new Web 2.0 world. The book is not exhaustive, but it does cover a good introductory ground for the marketing field, and serves as a launching point for further exploration of new PR.
Excellent primer on learning fundamentals of social media marketing.Jan 08, 2009
Every business & marketing book that I've read over the past several years have had some different meaning to me and the latest book by Geoff Livingston is no exeception. "now is gone" has been named as a book to read & is widely considered as a primer for executives & entrepeneurs to learn social media marketing.
What I've enjoyed reading about this book are the real-life examples of how companies are effectively using social media to help promote their product to their community. And I do mean "community" because the book puts it very succinctly that it is no longer your target audience since marketing isn't about one-way conversations. In the world of social media marketing, it's two-way dialogs and thus must be a community.
The title of the book can be somewhat of a misnomer if you don't think about it, but after reading it, I can say that it's aptly titled. Something that Geoff Livingston mentions is that companies are always trying to control their brand and message. They want to make sure that they control what people are saying. As I said before, it's all about the community now, not the target audience. Livingston writes that the message is no longer controlled by the company. Traditional means aren't effective and if companies think they can influence people through social media the same way as before, they're wrong. Their "now" is gone. It's a whole new ballgame.
As with all good books, now is gone takes you along on a journey through the beginning of how to plan out your social media strategy. It gives you the background of what social media is. Then it helps give you a "checklist" of sorts on whether you're truly ready to dive off the deep end. Next you'll be able to focus on promoting your efforts & products to the community in the right way as opposed to employing traditional tactics - they just don't work anymore in the digital realm. Lastly, now is gone will explore the future of promotion & social media.
Earlier I said this book was considered as a primer, and it's true. I've read a variety of different marketing/web books in the past couple of years, but in retrospect, while they were all well written and some of the best books I would recommend, now is gone takes on an approach of looking at the macro view instead of a micro view. Rather than focusing on blogging & communication or personalities & branding or market research, Geoff Livingston takes it all into perspective and skims the surface on everything. Read this book for great examples, current issues, and what to do. Once you've gained the fundamental insight, then you can build on it and read other books or even move forward with a social media strategy. This is the social media marketing 101 course. Don't you dare try and skip out of this class.
Social Media Club founder Chris Heuer is referred in now is gone as having coined the phrase "participation marketing". Isn't that pretty much what we're all doing online these days? Participating? now is gone will teach you that it's alright to engage your community and chat with them, but don't talk down to them or completely ignore them. There are plenty of case studies that will help illustrate this point & much more tips and information in the appendix. Co-author Brian Solis wrote in the introduction a helpful quote about participation:
By listening, reading, and participating, corporate marketing will become smarter & more approachable than ever before. This is how we humanize brands, create loyalty, and ear customers' business.
That's it...that's what's changing the world of marketing and communications. If you want to reach out to your customers community, then make them feel that they're appreciated. When dealing with the online realm, remember that you no longer have the advantage in the conversation. Your users will have control over your products future. Brian Solis says it best: "Engage or die."
Great book. Highly recommended if you want to learn more about the landscape. You gotta walk before you run & this will give you the foundation to build on when dealing with social media marketing. Give it a go.
Enlightenment for those looking for the wayOct 07, 2008
I'm not a PR exec and I'm not a professional blogger. So maybe for those who are much more experienced in the field this is a "no brainer". For the rest of us, this was a VERY clear, VERY insightful primer on how technology has changed the way public relations works. It's made me reflect on my own social media habits and given me an glimpse of how businesses can harness social media to build relationships with their customers. Its a fascinating book that opens up a pandoras box of questions but it's a great start nonetheless.
A wake-up call to PR and marketing practitionersJun 13, 2008
Marketing and PR professionals who successfully make the transition to the world of social media have learned that "participation is marketing," and that's the theme of this book.
Geoff Livingston and Brian Solis have teamed up to offer a punchy little book that's packed with insights into the principles that can guide communicators into, and through, the increasingly diverse and changing marketing environment. They offer organizations and executives a foundation to help create social media strategies for their companies.
A key point: There is no more 'audience.' There are, instead, communities. By participating in online communities communicators can learn what the community wants and likes, and can create content that's most valuable to it. The take away from this book: build value for your community, and work for them.
While PR 1.0 was all about controlling the message and broadcasting it, PR 2.0 encourages communicators to spark conversations to help people solve problems and discover new solutions.
Marketing and PR professionals must create value for their communities: material they find worthwhile. This requires a) knowing what the community wants, b) understanding the intrinsic value the company has to offer, and c) being creative enough to deliver this value in a way that's interesting and compelling.
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