Welcome to the Fifth Estate
How to Create and Sustain a Winning Social Media Strategy
978-0910155-84-7 • $18.50
Geoff Livingston returns with Welcome to the Fifth Estate, a refreshing, realistic look at citizen media. Now Is Gone was recognized as one of the first books depicting the social media revolution and its core concepts of participation and community. Grounded in years of award-winning campaign experience, Welcome to the Fifth Estate delivers the necessary guidance to build a successful, sustainable social media program. In addition to solid strategies, tactics and measurement tips, businesses and nonprofits will learn how to address internal cultural challenges, and avoid hype-driven pitfalls like shiny object syndrome and personal brands. Mashable Editor in Chief Adam Ostrow provides a thoughtful forward on the evolving media landscape.
"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.
"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.