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| Now Is Gone: A Primer on New Media for Executives and Entrepreneurs | 
 enlarge | Authors: Brian Solis, Geoff Livingston
Publisher: Bartleby Pr
Category: Book
List Price: $14.95
Buy New: $8.00
You Save: $6.95 (46%)
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Avg. Customer Rating:  24 reviews
Sales Rank: 92179
Media: Paperback
Number Of Items: 1
Pages: 160
Shipping Weight (lbs): 0.6
Dimensions (in): 8.4 x 5.4 x 0.6
ISBN: 0910155739
Dewey Decimal Number: 658
EAN: 9780910155731
ASIN: 0910155739
Publication Date: November 12, 2007
Availability: Usually ships in 1-2 business days
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| Customer Reviews:
 Practical guide that helps build relationships and achieve results December 20, 2007
Geoff Livingston gives us an easy-to-read practical guide that helps executives reach new levels of social marketing.
As a Director of Marketing and Public Relations, I am always looking for new ways to connect with our current customers and potential clients. Not only did this book help me put together new communication strategies to reach my audience, it also gave me tools to build stronger relationships with clients.
I definitely recommend this book to anyone who is looking to grow their business, especially on a tight budget.
Now is Gone: The Perfect Gift for Senior Management December 28, 2007
Many senior executives feel out of the loop with social marketing - they don't understand its application, have privacy concerns and think that it's addressing a younger demographic. What they aren't listening to is the conversation that their customers are trying to have.
I've been giving copies of Geoff Livingston's "Now Is Gone" away to both clients and my senior management - it educates the reader in a straightforward, non-patronizing way, while giving great insight and direction on navigating this new marketing reality.
As someone who is also creating/executing social media strategies for clients, it has tremendous value to me. I find myself rereading certain sections to help me refocus on the basic principles of community building when I'm caught up in a new project.
Both Geoff Livingston's and Brian Solis's (who wrote Now Is Gone's killer introduction - "Engage of Die" indeed!) blogs are on my daily must-read lists (as well as the other media they both produce) and the value that they offer through their various channels is focused in the writing of this book.
Quickly Learn the Essentials of New Media December 29, 2007
The subtitle for Now Is Gone is "A Primer on New Media for Executives and Entrepreneurs" and I think that very accurately sums up this book's focus and target audience. In short, anyone who wants to leverage new media in their business is going to find value in this book.
It's a nice, short read and yet the authors manage to cover all the critical components of new media. One of my favorite sections in this book talks about the "five steps that a business must embrace to know its social media initiative will work." They are:
1. Give up control of the message
2. Participate within your community
3. Determine whether your community is social media savvy
4. Committing the resources
5. Understanding transparency and ethics
It's easy to look at a failed social media initiative and point to one or more of these items as the reason the project collapsed. Some organizations stick by old media rules and insist on controlling the message themselves (#1), others take a "if you build it, they will come" approach and don't bother becoming active community members (#2), etc.
Here are a few other excerpts that really jumped out at me:
** "I have a hunch that the years ahead will be very exciting from a creative standpoint, as well as from a media view," said Kipp Monroe. "Creative content that does resonate with the culture and cuts through will be in big demand. Call it an online renaissance. I can't wait to see how what we call advertising will look 20 years from now."
** Build value for the community. This is a strategic principle. When you are looking to "market," know your community. It is only by listening, reading, and understanding that community that you can serve it with valuable information. Building value for a group of people means making a core decision to create content for them regardless of the technology or social network.
** Brian Oberkirch offers this valuable insight for his fellow bloggers: Focus on building the tribe one person at a time. Forget the Technorati 100 thinking. Being famous to 15 people is a huge advantage if they are the right 15 people.
Now Is Gone features a great companion website where the story continues in blog format. It's also an excellent way to communicate directly with the authors. This book is filled with solid insight and is a must read for anyone who needs a quick lesson in new media capabilities and tactics.
 A Must Read January 6, 2008
As I read the book, I visualize tribes of nomads battling for survival and imagine what it might have been like to first make and see fire. I have witnessed and been part of semantic debates of whether we are in the midst of an evolution or revolution. For the record, I noted this book mentions nature/natural 15 times; evolve/evolution 37 times; and revolution 12 times. Brian Solis introduces the book content by asking, "Is the idea that PR needs to improve evolutionary or revolutionary?" Both. Solis answers it is evolutionary because technology has completely changed communication tools; and revolutionary because the concept of sociology has always been existent. The discussion online and offline is developing naturally as more people dive deep into the social media networks. "Now is gone , and it's time to engage or find a new career."
Currently, I use The New Rules of Marketing and PR by David Meerman Scott as a teaching tool/primer of social media. Now is Gone is a natural evolution of Meerman's premise. Each book reads with a very different voice and cannot be substituted for the other. The outline,flow and parting comments of each chapter makes an easy and valuable read. The purpose statement is hidden; best described on page 91, "Now Is Gone means to provide you the information necessary for intelligent leadership, empowering champions for change by teaching you how to build your organization's community via general tactics." Complete interviews with industry leaders may be found at the end of the book and is a great resource for the person who has not followed Geoff's blog.
Closing words from Scott Baradell are still ringing in my ears; "So the geeks who think they rule the world right now are going to get a reality check from big business. The lucky few will get a cashier's check as well."
Understanding the social media January 7, 2008
Geoff Livingston has given us a major study of the new social media. He emphasizes the immportance of promoting a community of common interests and also the importance of transparency and honest information gathering. His book is replete with examples that illuminate his eight principles. This study has gone from being a cult book to required reading. Livingston reminds one of Marshall McLuhan if so this is his "Understanding Media."
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