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| Now Is Gone: A Primer on New Media for Executives and Entrepreneurs | 
 enlarge | Authors: Geoff Livingston, Brian Solis
Publisher: Bartleby Pr
Category: Book
List Price: $14.95
Buy New: $8.87
You Save: $6.08 (41%)
New (15) Used (8) from $7.40
Avg. Customer Rating:  23 reviews
Sales Rank: 36055
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
Condition: Brand New Book! Delivered direct from our US warehouse in 3-6 days (Expedited) or 10-14 days (Standard). Expedited shipping recommended for speedy delivery. Over 1 million satisfied customers.
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Product 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.
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| Customer Reviews: Read 18 more reviews...
 Now is Gone is Provides a Strategic Outlook for Engaging with Social Media January 5, 2008
9 out of 9 found this review helpful
I was more than a little shocked when I opened my copy of Now Is Gone and saw that Geoff used my Seven Categories of Social Media post as one of the forward chapters.
Before receiving the book, I had planned on doing a book review, but given that Geoff incorporated much of my thinking in parts of the book, I thought it would be better to tell you what I learned from the book instead.
Begin with Strategy
I appreciate Geoff's strategic way of thinking. The most important thing that I took away from the book is that before engaging in social media a company must make a series of decisions about resources, culture and transparency, rather than a rush to tactical concerns. He even suggests that some companies may not be social media ready.
Build Value to Become Relevant
The enduring principle of Now is Gone is to build value for your community. Chapter three, Building a New Media Effort, might as well have been called Building Value, because he outlines how to affect the online community by adding value. Geoff also suggests having an editorial mission and creating outstanding content, an idea first forwarded in the excellent book, The New Rules of PR and Marketing by David Meerman Scott.
Chapter four was my favorite because it puts the community front-and-center. Part of the reason PR manages to screw up so royally is because we fail to put the interests of the people who buy our products or services before our own need to get some press clippings or online impressions. Rare is the effort that seeks to build something (usually content) of value for our customers that are looking to interact online. As the contributing author to the book, Brian Solis adds his thesis that Participation is Marketing.
The later chapters in the book add an excellent section on technology and its impact on marketing, advertising and public relations. Sprinkled throughout the book are a series of case studies that run the gamut from small to Fortune 500 companies. Geoff caps off the book with his Seven Principles of Social Media.
The book also contains interviews with well-known marketing and PR bloggers Shel Holtz, Toby Bloomberg, Todd Defren, Laura Ries and Scott Baradell.
A Few Gems from Now Is Gone
* "Where social media shines is creating relationships, which is the first step to customer acquisition and the reinforcement of customer retention," an interview with Toby Bloomberg of the Diva Marketing Blog
* Companies must use new and traditional media to become part of their [online] communities...in an honest, relationship-driven way
* The single notion that one message inspires everyone is absolutely ludicrous
* Companies have to be honest, communicate, give as well as take, and be ready for feedback
* [Social Media] forces high-ranking officials to jump back into customer relations
A Few Caveats
Now is Gone was written and rushed to market in much less than a year. As such, it is highly relevant but suffers from the lack of a good editor. The nature of social media has made it much harder (and infinitely more stressful) for authors to get a timely book out that is also a masterpiece.
Additionally, I am not a big fan of the term "PR 2.0." I believe that the technology has enabled the communication process but shouldn't supplant it and terms that conjure up releases of software don't belong in most business environments. Of course, I generally don't practice in tech, so that might be my hang-up.
If you love perfect syntax and grammar, then Now is Gone, or for that matter this and most blogs, may not be for you. If that last sentence bothered you than this recommendation is for you. I wouldn't let a few typos stand between you and Geoff's excellent book on how businesses should strategically engage in social media.
Now Is Gone a Must Read for Today's Entrepreneurs and Executives November 12, 2007
6 out of 6 found this review helpful
Geoff Livingston's Now Is Gone is a must read for those business people who want to stay out in front in marketing and communications with their customers. This is a primer that explains the importance and the value of social media. As a business person whose use of social media is responsible for 40% of my business growth in the past year, I urge you to read this book and to begin to imagine how Social Media can be part of your strategic plan.
 Now is not worth buying May 10, 2008
6 out of 7 found this review helpful
Unfortunately Now is gone is not worth buying. It's a book that should have been a pamphlet. The essence of the book is barely a chapter's worth of meaningful material. The book belabors the same point over and over and yet provides little insight into the greater media landscape. I found the book to be a painful read and yet I slogged my way through more out of my own dedication to the topic than the hopes of finding something meaningful. The most interesting part of the book is the last chapter which is a series of interviews with other people. Again, it is from these interview that the author draws much of the material for the book.
If you are truly interested in the topic of social network's impact on media and society check out "Groundswell" published by Harvard Business Press.
Now Is Gone - Helping Companies Leverage Social Media November 13, 2007
3 out of 4 found this review helpful
Organizations have lost control of the conversation. People increasingly turn to peers for opinions, news and even entertainment. Empowered by powerful new tools and social networks that are not bound by geography, the people formerly known as "the audience" are now in control. Instead of businesses trying to find customers, this time businesses are trying to play catch-up with their customers and that fundamentally changes the Public Relations game. The problem is most organizations don't know how to market through social media. Recognizing that opportunity, Geoff Livingston, a well respected blogger whose PR firm has real world experience applying social media principles to businesses, has taken the time to distill that experience into a set of ideas others can use.
In his new book, now is gone, Livingston discusses the general strategic principles and major aspects of social network marketing, providing executives with a primer to begin their effort.
The introduction (written by Brian Solis) does a great job of educating the reader about the new realities of marketing in the age of the hyper-connected, empowered consumer. Over the following chapters, Livingston discusses the increasing role of new media in consumers' lives and helps the reader understand the basic principles of marketing effectively using social media. What makes this book so useful is that Livingston uses his background in traditional PR to explain these principles using terminology and strategies familiar to traditional marketers. Throughout the book, Livingston uses real world examples to illustrate successes and failures.
now is gone is a great tool for organizations who are ready to start participating in their communities. Are you ready? Chances are your competitors are. What are you waiting for? After all, now really is gone!
 An Excellent Primer on Social Media / Web 2.0 January 14, 2008
3 out of 4 found this review helpful
I keep thinking "This is like Wikinomics focused on Marketers." Although Livingston comes at the book from a PR perspective, he also (rightly) makes the case that new media / social media is much, much broader than a single marketing subdomain.
What this book WILL do for you:
1. Give you a solid understanding of how social media is fundamentally changing the Marketer's world
2. Provide you with practical tips for assessing how and where to get started with your own social media efforts ("Participation is marketing" being the overriding theme there)
3. Be a great set of resources for you start getting a deeper understanding of how social media works -- by heavily citing references, you will pick up a set of blogs you want to start reading!
What this book will NOT do is take a lot of your time, as it weighs in at an easily readable 190 pages.
(Ironically, I read a good chunk of the book while sitting on the tarmac in Toronto for 3 hours. Livingston references jetBlue's PR fiasco in a similar situation multiple times!)
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