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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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Rating:  25 reviews
Sales Rank: 151315
Media: Paperback
Pages: 160
Number Of Items: 1
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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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 20 more reviews...
 Excellent primer on learning fundamentals of social media marketing. January 8, 2009
Kenneth Yeung (San Francisco, CA)
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 way October 7, 2008
Kerri L. Forrest (Washington, DC)
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 practitioners June 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.
Great for beginners May 12, 2008
Angela Moore (Cleveland, Ohio)
Now is Gone was written for those who keep hearing buzz words like "social media" and "Web 2.0." It breaks down what social media is and how it will affect businesses and their nature of marketing at a ground level. The book flows very well from one item to another and it allows you to apply it to what you already know and figure out what you thought you knew when it comes to social media.
As a social media junky and practicing online networker, this book covers the most crucial best practices when looking at social media strategies. Namely, the transparency issue is essential to having a successful social media campaign. With the same fervor and passion that Cluetrain Manifesto portrayed, Now is Gone is perfect for anyone in business who is looking to crack into social media. Whether you haven't started yet or you have a campaign in place, this book allows you to evaluate your approach to elusive Web 2.0 users and engage with them for valuable returns.
 Now is not worth buying May 10, 2008
S. Naughton (Los Angeles CA, USA)
10 out of 12 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.
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