Now is Gone is Here

Good friend of mine and sometimes-columnist here at Technosailor, Geoff Livingston, is celebrating the launch of Now is Gone, the book he’s been working on for quite some time (it also has a blog associated with it as any good new media book does). Now is Gone is described as a “Primer on New Media for Executives and Entrepreneurs” based on his own knowledge and experience running a social media-oriented PR firm.

So, Geoff is a friend of mine but I told him I’d give him an honest review of this book, and honest review I will do. Overall, the book is brilliant. I’m glad this is not “yet another book on blogging”. It doesn’t provide a how to. It doesn’t provide options for choosing your platform or describe how to subscribe to RSS.

It’s obvious that this book was written mostly for executives. This is not a bad thing as Executives are the ones steering companies and the reality is that if companies don’t embrace social media, they will be left behind. It is presented in a very philosophical way, describing the challenges that companies face today when it comes to the social media landscape, brand management and public relations. The simple message is, “Hey guys, you need to get what is going on today and you need to do it fast because Now is Gone”.

The book starts with an intro from Brian Solis who you may remember was a member of the PR Roundtable discussion hosted here in November, 2007. I love Brian, but the foreword was too lengthy and off-putting. As a reader, I wanted to get into the meat of the book and it seemed to take awhile to get to that point.

Geoff makes some common sense analogies between social media mirroring real life. It stood out to me that people do not like to be controlled but they will allow themselves to be influenced - as long as you don’t try to control them! His 5 steps to the basis of an effective social media message could probably be broken out further, but were effective for the book:

1. Giving Up Control of the Message
2. Participating in a Community
3. Is Your Community Social Media Savvy?
4. Dedicating the Resources
5. Ethics and Transparency

This book as a whole is a slam dunk, effectively communicating a message that is very much needed and, is very timely at a time where companies are embarrassing themselves more than ever in their engagement with social media. In that way, this book could not be more timely.

I would suggest for the next book, however, (There will be another one, right Geoff? :) ) that fewer callouts be used. It seems that call outs were half the book and if that was the intention, you might as well have made them part of the book. :) That’s a minor point though.

Bottom line… 4 out of 5 stars (does that mean anything anymore?). Job well done. Go buy Now is Gone (aff) today.

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About the Author: Aaron Brazell is the lead editor of Technosailor.com and a social media expert. His passion is to see companies and individuals use the internet and web technologies wisely and effectively to promote their brands and companies. He is Business Development Manager for Lijit and he worked as Director of Technology at b5media from 2005-2008 and is currently an independent consultant.