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Now Is Gone: A Primer on New Media for Executives and Entrepreneurs Paperback – November 12, 2007
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About the Author
He sold his social media boutique Livingston Communications to CRT/tanaka in April of 2009. Some of his professional experiences include United Way of America, Save Darfur, the Goodwill of Greater Washington, Environmental Defense Fund, Live Earth, ChildFund International, the Campus Kitchens Project, the Philanthropy 2.0 Project, Network Solutions, Sully Erna (Godsmack lead singer), and many others.
- Item Weight : 10.2 ounces
- Paperback : 160 pages
- ISBN-10 : 0910155739
- ISBN-13 : 978-0910155731
- Publisher : Bartleby Pr (November 12, 2007)
- Dimensions : 5.25 x 0.5 x 8 inches
- Language: : English
- Best Sellers Rank: #5,733,899 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
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This is not a tome of theory -- nor should it be. This book is more of a field guide: how to get involved with new media, social media, social networking, how to do it right, how to hopefully avoid certain pitfalls along the way, and to be ready, willing and able to admit culpability in the case of a misstep. Every executive, entrepreneur AND student ought to read this work, because moving forward, the activities and philosophies covered are going to be heart and core of nearly every company out there. New media, especially as covered by this work, is as much, or more, about customer relationship management than it is about PR or marketing; perhaps I should rephrase. PR and marketing, maturing to meet social media as described in this book, are the future of CRM.
Now is Gone returns again and again to the concepts of community, conversation and transparency. Without a doubt these values and practices are becoming, must become, predominant in the culture of any company hoping to succeed and thrive in the evolving, globalizing, always-on business world and consumer community. The people formerly known as the audience are smart, in touch and growing more and more used to getting the "inside story" on the products and services they consume, to having their voices heard, to having their opinions matter. It makes nothing but the best of sense to work with these powerful forces, rather than against them, and Now is Gone offers valuable insights and real world examples relevant to these critical matters without wasting the reader's time with ivory tower nonsense.
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.
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.
The marketing principles are the same, but the implementation has got to be different.
For a period of time during the last century, big budgets and mass media gave us the illusion of control, we knew that we couldn't force people to talk about us but hoped they would talk about what we planted in the conversation.
Today, that illusion is gone. Customers have more ways than ever to bury you if you don't treat them right.
The good news is, if you treat them right, join the conversation that they WANT to have with you, you can leverage this free power to more profits.
Read "Now is Gone" and stop hanging on to those illusion.
Top reviews from other countries
Als bessere Alternative empfehle ich "The new rules of Marketing & PR" von David Meerman Scott.