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Welcome to the Fifth Estate: How to Create and Sustain a Winning Social Media Strategy Paperback – May 31, 2011


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Product Details

  • Paperback: 216 pages
  • Publisher: Bartleby Pr (May 31, 2011)
  • Language: English
  • ISBN-10: 0910155860
  • ISBN-13: 978-0910155861
  • Product Dimensions: 8.4 x 5.4 x 0.7 inches
  • Shipping Weight: 11.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #134,393 in Books (See Top 100 in Books)

Editorial Reviews

Review

Geoff Livingston provides clarity of thought and process in his approach to creating a sustainable strategy in the face of fast-changing technology. Welcome to the Fifth Estate explains how to be focused yet flexible -- key skills you'll need to keep your organization aligned on the strategy. --- Charlene Li, co-author of the bestseller Groundswell, author of the New York Times bestseller Open Leadership, and founder, Altimeter Group

"Winning in social media is not about technologies and tools, it's really about being part of prevailing culture -- and you don't change your culture by staying inside your own walls. Geoff is one of the rare ones who understands the difficulties of culture shift, and can help you think about what you do both outside and inside your organization to ensure your success." --- Christopher Barger, director, global social media, General Motors

Buy this book, because it s THE single best guide to effectively navigating the social media landscape. There are many self-declared gurus out there, but few real visionaries. Geoff is the rare real deal, and his book is comprehensive, fascinating and packed with fresh insights.

- Katya Andresen, COO Network for Good, author Robin Hood Marketing.

In Welcome to the Fifth Estate, Livingston picks up where Now is Gone left off, and aptly weaves sound practical advice about social media usage and management into a broader sociological web of communications, culture and media. The book, which is a must-have for anyone looking to build or manage a social media program, is peppered with scores of helpful case studies and actionable insights, making it both a fascinating read and a de-facto reference guide. Just don t expect it to collect dust on a shelf once you ve read it; this book is sure to become your social media desk reference for years to come.

- Olivier Blanchard, author, Social Media ROI: Managing and Measuring Social Media Efforts in your Organization, founder, The Red Chair Group.

& #34;At a time when journalists and mainstream media are flanked by a myriad other outlets in reporting, analyzing and spreading news stories, organizations of every form and size face unprecedented opportunity to communicate their story directly to the public. Thanks to technology, publishing has become easier than ever. However, to break through the clutter of this fragmented communication environment and get their message out, businesses need a sound plan. One that will help them identify where they should focus their efforts and who yields influence with their customers in the short term to reap long term benefits. The Fifth Estate will show you how." - --Valeria Maltoni, author, Conversation Agent blog.

"Winning in social media is not about technologies and tools, it's really about being part of prevailing culture -- and you don't change your culture by staying inside your own walls. Geoff is one of the rare ones who understands the difficulties of culture shift, and can help you think about what you do both outside and inside your organization to ensure your success." --- Christopher Barger, director, global social media, General Motors

Buy this book, because it s THE single best guide to effectively navigating the social media landscape. There are many self-declared gurus out there, but few real visionaries. Geoff is the rare real deal, and his book is comprehensive, fascinating and packed with fresh insights.

- Katya Andresen, COO Network for Good, author Robin Hood Marketing.

In Welcome to the Fifth Estate, Livingston picks up where Now is Gone left off, and aptly weaves sound practical advice about social media usage and management into a broader sociological web of communications, culture and media. The book, which is a must-have for anyone looking to build or manage a social media program, is peppered with scores of helpful case studies and actionable insights, making it both a fascinating read and a de-facto reference guide. Just don t expect it to collect dust on a shelf once you ve read it; this book is sure to become your social media desk reference for years to come.

- Olivier Blanchard, author, Social Media ROI: Managing and Measuring Social Media Efforts in your Organization, founder, The Red Chair Group.

& #34;At a time when journalists and mainstream media are flanked by a myriad other outlets in reporting, analyzing and spreading news stories, organizations of every form and size face unprecedented opportunity to communicate their story directly to the public. Thanks to technology, publishing has become easier than ever. However, to break through the clutter of this fragmented communication environment and get their message out, businesses need a sound plan. One that will help them identify where they should focus their efforts and who yields influence with their customers in the short term to reap long term benefits. The Fifth Estate will show you how." --- Valeria Maltoni, author, Conversation Agent blog.

About the Author

Geoff Livingston is an author, public speaker and marketing strategist who has dedicated his career to helping mindful companies and nonprofits achieve social change. Geoff brings people together, virtually and physically to affect change achieve and higher knowledge.

Geoff organized the first Give to the Max Day: Greater Washington in 2011, an event that raised $2 million for more than 1000 nonprofits using online media tools. In 2012 he is serving as vice president of strategic partnerships for Razoo, a series of regional online giving contests that unite communities to raise millions for local causes. He also started and sold social media boutique Livingston Communications, and co-founded social good firm Zoetica.

A former journalist, Livingston continues to write, and has authored three books. He blogs prolifically about nonprofits on Inspire Generosity and Mashable, and social media on his eponymous blog.

Professionally, he has advised United Way of America, The Case Foundation, Razoo, Environmental Defense Fund, Ford, Google, Live Earth, PayPal, the Philanthropy 2.0 Project, Network Solutions, Procter and Gamble, Sully Erna (Godsmack lead singer), and many others on how to use social media to achieve social good.

More About the Author

A former journalist, Geoff continues to write, and has authored three books. Most recently he co-authored Marketing in the Round, and wrote the social media primer Welcome to the Fifth Estate. He published his first novel Exodus in 2013.

Professionally, Geoff has advised more than 10 members of the Fortune 500, including AT&T, Cox, eBay, Ford, General Dynamics, Google, PayPal, Pepsi Co., Procter and Gamble, SAIC, Verizon and Yum! Brands. He has also advised numerous start-ups, mid-cap companies, and nonprofits, including United Way of America, Live Earth, The Case Foundation, Razoo, Environmental Defense Fund, the Philanthropy 2.0 Project, Tekelec, Network Solutions, Vocus, the Washington Nationals, and Sully Erna (Godsmack lead singer).

Geoff organized the first Give to the Max Day: Greater Washington in 2011, an event that raised $2 million for more than 1000 nonprofits using online media tools. He also started and sold social media boutique Livingston Communications (2009). He was won awards from the Society of New Communications Research, the American Marketing Association, the International Association of Business Communicators, as well as an Axiom Award for Now Is Gone.

Geoff is a regular conference keynote and panelist. He has presented for Mashable, Social Media for Nonprofits Atlanta and Boston, MarketingProfs, SUPERCOMM, CES, Penton Media, TEDx Peachtree, Procter & Gamble, Comcast, Dell, the U.S. Army (three different commands), several PRSA chapters, several Social Media Club chapters, three Social Media for Nonprofit conferences, several Ignites, Mid-Atlantic Marketing Summit, SxSW, NTC, Vocus, Radian6, Hubspot, SAIC, GDIT, the Robert Wood Johnson Foundation, the Project Management Institute Europe and Middle East, the New Media Nouveaux Conference, Nonprofit 2.0, BlogPotomac, BlogOrlando and the Direct Marketing Association of Washington.

Customer Reviews

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One of my `must have' books on my bookshelf, I cannot rate this book highly enough.
Lee Hopkins
This book is also for those who do "get social media", by providing an understanding of strategy and measurement.
Kristen Parrinello
A highlight of this is each chapter contains real stories of success and failures by companies big and small.
Todd R. Jordan

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Shelly Kramer on July 21, 2011
Format: Paperback Verified Purchase
I'm an avid reader of Geoff Livingston's blog and preordered this book the minute it was possible to do so. I love how Geoff's mind works, and how he takes you through the logical processes involved in not only creating a solid social media strategy, but also how to ensure that it's sustainable.

I enjoyed the read myself, I recommend it to others on a regular basis and, equally as important, I've put it in the hands of a number of clients who have reaped great benefit from the wisdom that Geoff shares.

I can't recommend Welcome to the Fifth Estate highly enough - it's really the kind of book that businesses wanting to understand the social space and navigating the social space need to read. More than once.

Shelly Kramer
@shellykramer
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3 of 3 people found the following review helpful By Todd R. Jordan on June 14, 2011
Format: Paperback
Geoff hits it out of the ballpark on this one.

Quick points:
1) End of chapter summaries spotlighting key points
2) Lead ins for each chapter - setting the expectations and goal
3) Focused on business
4) Motivational

The tone this time is serious. Geoff is calling on you, the business mogul and the small business man/woman to take the online world seriously.

Breaking down first who that community is, The Fifth Estate, and why they're important, Geoff builds it into a business case for using Twitter, Facebook, and blogs.

This isn't just a checklist though. Geoff hits on effective strategies, and one key point - don't forget your business brain. Facebook isn't the yellow pages, it's another place to meet, greet, and schmooze your customers.

Geoff doesn't come at this from a 'passionate guru' perspective but that of fellow businessman and entrepreneur. His work with nonprofits and corporations gives him real world experience, not just numbers and rhetoric. A highlight of this is each chapter contains real stories of success and failures by companies big and small. Not just obscure ones either, but ones from the headlines.

Any downsides? The book was just a little slow for me. Mostly because I'm already in the choir and could skip the intro chapters (but didn't!).

Also check out Now Is Gone: A Primer on New Media for Executives and Entrepreneurs.
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2 of 2 people found the following review helpful By Lauren Vargas on May 31, 2011
Format: Paperback Verified Purchase
One of the many challenges of social media integration is how many organizations put the cart before the horse and implement the technology before mindset. While Geoff Livingston's Welcome to the Fifth Estate addresses this perilous approach and outlines the proper use of certain networks through case studies, he also discusses how conversations are the community and adaptation is key to any strategy. His analysis of how non-profit and other storied organizations are implementing social strategies and evolving the organization's culture proves that social strategies can and do work when executed with proper resources and custom goal alignment. While the intended reader may not have been exclusive to community managers, communicators and those who are participating in the conversations alike should read Livingston's book and think twice before jumping into any conversation, online or offline, without properly planning how and why the organization should participate.

The book is chock full of case studies and not all of them are the stories we have heard time after time. Follow Livingston as he chronicles how social good organizations are harnessing the power of social networks. Because, let's face it, several non-profit organizations are blazing a trail of creative communications with small or nonexistent budgets and limited human resources. The private sector could learn a lot from how social causes are rallying the communities they serve.

This is not a how-to resource, but inspires new directions of what can be done if the Fifth Estate is embraced. You will want to keep this book handy as you build and execute your own strategies. An added bonus of the book is the measurement chapter written by Kami Huyse.
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1 of 1 people found the following review helpful By Olivier Blanchard on September 27, 2011
Format: Kindle Edition
Lots of great insights in that little book. Easy to read, lots of stuff to highlight and bookmark, and I learned quite a bit. Well worth the cover price. Livingston knows his stuff and it shows.
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1 of 1 people found the following review helpful By Lee Hopkins on July 25, 2011
Format: Paperback
Geoff's book is subtitled, "How to create and sustain a winning social media strategy" and within its 206 pages you certainly get the insights and wisdom of a fellow alumni of the `School of Social Media Hard Knocks and Hard-Won Wisdom'.

This is a book packed with gems on how to create a sustainable strategy in an environment of fast-changing technology. Anyone can knock together a quick ebook about the latest piece of technology; but creating a clear, concise and practical book on the strategic side of the organisational communications mix is something that should only be performed by someone who knows much of what they speak, and has the case history behind them on which to base their assumptions.

Thankfully Geoff has such a background. After selling his boutique consultancy `Livingston Communications' he co-founded Zoetica with Beth Kanter and Kami Huyse, also highly-esteemed members of the blogosphere's `digiliterati', and works with non-profits and other socially conscious companies to create and foster online relationships with the organisations' communities of interest.

Welcome to the Fifth Estate follows on from his previous award-winning book, Now Is Gone: A Primer on New Media for Executives and Entrepreneurs, to show you very clearly how the communication landscape has changed and what you can do about it.

Peppered with scores of case studies and insightful gems of wisdom, each chapter also comes with dead-handy `Snapshots': one-paragraph synopses of each subsection of that chapter which work to reinforce what you've just read. A brilliant idea that, for me, further cements this book as a must-have textbook on social communications strategy.

One of my `must have' books on my bookshelf, I cannot rate this book highly enough. You'd be mad to miss out buying a copy for yourself.
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