Over the weekend, I had the pleasure of reading Geoff Livingston's just-released book, Now Is Gone. It
is a good read, and it is full of ideas and information everyone interested in social media should be paying attention to. If you are a business manager or an entrepreneur, this is a must read. You can read more about Now Is Gone at Geoff's blog.
Today, I interviewed Geoff. Here is that interview.
Q. Geoff, what inspired you to write Now Is Gone?
A. Last spring it seemed like every business contact I had was calling me to buy me a free cup of coffee or lunch to explain social media (blogs, Facebook, etc.). It got to the point where it was detrimental to my business. In my opinion, the role of a consultant is to be of service, and I was in a position where I could no longer do that. So I found a way. In order to meet the need for this information, I decided to write a book. It would save these executives money as it only costs $10 on Amazon because of an intentional decision to keep costs low with a paperback edition. And it would save me time so I could focus on the business at hand.
Q. Who should read your book?
A. Companies and entrepreneurs trying to figure it out. We have a pretty straightforward methodology and discussion to get someone engaged in their community and make a good start. I think more experienced veterans may get something out of it, some new tools and ideas, but for them it's more of a brush up. The real benefit for social media pros will be in the latter chapters on future and strategy.
Q. On page 54, you ask: How do you know if new media will work for you? The question implies that social media is not for every business. Is that what you believe?
A. Yes, I do believe that. Eventually all companies will need some sort of social media, but right now it's not a must. The facts are out there. Sometimes a business's culture does not lend itself towards a successful social media campaign. While most folks cite astroturfing incidents I prefer to look at boring dead corporate blogs with no comments and few in-bound links. The tools are not right for these companies. And if a cultural barrier exists, it's better to iron that out or let the market bring more pressure to bear (forcing a change) than to engage and fail.
Q. You seem to believe social media is not about replacing traditional media but about adding to it. Can you explain?
A. Like all things, there's a time when the pendulum swings far in one direction. We may be in one of those times. The rise of social networks demonstrates a need to aggregate content. Why? Because there's too much of it! So eventually, it will come down to quality. Quality may be a healthy mix of new and old media, but ultimately the best news sources will never go away. People want them! Even bloggers want them (for example, I'd love to be featured in Wired some day)! Tim Russert will always be welcome in some homes. The difference is with all of the choices, low quality content falls to the bottom. Social and traditional media outlets alike must create great content consistently if they are to retain readership/viewers. Otherwise, fickle communities move on.
Q. What one thing would you most like readers to get from Now Is Gone?
A. A change of ethos. It's hard sitting down with companies to discuss brand control, how they can tell the marketplace what they need, and resist negative comments. Yet, every time I meet with a company for the first time, this is what they want to do. Instead it would be great if we can start these conversations by thinking about the community, how to engage them and serve them. It should be about building goodwill between an organization and its stakeholders. Social media is about the larger picture, and how an organization fits into it, not the other way around.
Q. What do you say to those who believe Social Media cannot be measured for ROI?
A. Let me know how that works out for you. Seriously, you cannot tell a business to spend $300,000 on social media for a great conversation and expect them to engage. Quite frankly, I think it's unprofessional. The old John Wanamaker adage, "I don't know which half of my advertising is working" just doesn't cut it. Especially in a digital era with digital media forms that allow tracking by IP address. I think the "conversation supersedes metrics" ethos is why a lot of companies have been sitting on the sidelines. There must be metrics to measure and monitor outcomes. Period. It's part of every plan we build, and to be frank, companies expect that from marketers. And any bloggers/social media types who say differently should look in the mirror and ask themselves how often they check their own stats.
Q. Are you planning another book?
A. Yes: It focuses more on the culture clash between the business and social media worlds. There are some exciting players lined up, too. But I cannot reveal more details until we get a book contract, which is probably a month or two away.:)
Q. What words of wisdom do you want to leave for the readers about the use of social media.
A. Doc Searls had it right. It's the generous web. Give, and when you're tired of it, give some more. If you help other community members out, all of the other stuff we're so concerned with -- subs, readers, click-throughs, sales -- seems to work out. It's the law of attraction versus the old ways of promotion. By doing the right thing, good things happen.
Note: You can order Now Is Gone at Amazon.com and and Bartleby Press.
