User experience matters more than branded approaches to owned and earned social media. And brands are finding out the hard way.
Image by estacey The deployment of technology and media to successfully capture the Brothers Tsarnaev remains a subplot in the incredible Boston Marathon bombing manhunt. Closed circuit television, triangulating cell phone signals, rapid identification, calls to the public for help through mass media, and civic reporting (including family members) used to hunt men in the streets is the stuff of dystopian science fiction. Really, it’s the Orwellian nightmare of Big Brother realized. The public loved it. Fears allayed, justice to be served, lives resumed.
Welcome to the Fifth Estate by Geoff Livingston It’s almost been two years since my second book Welcome to the Fifth Estate was published. Because of the compensation issues, time since publishing, and frankly, the plethora of social media and online marketing books out there, it’s time to give it to you for free! Please feel free to download the book here. I’m sorry that it’s only available to you in this PDF format. And per the issues link, please forgive any typos. From a content perspective, the Fifth Estate offers the deepest dive into social media of my three books. Here’s a glimpse: A fantastic introduction from Mashable’s Chief Strategy Officer Adam Ostrow. The first chapter details the media […]
Pew released its annual State of the New Media report highlighting a continued decline in all forms of journalism except online. Yet online reporting has come with an increase in journalists using social media. My client Vocus issued its fourth State of the Media report last month, revealing a strong synergy between traditional and social media. What was once viewed as an either or choice is now irrevocably intertwined as a powerful synergy of content and fan engagement. Traditional media outlets from newspapers and magazine to broadcast use social media to distribute news and engage their readers. For example, a vast majority of reporters use social media to report and to promote. Over half of respondents use social media primarily […]
If you listen to conversations about online power — at least those supported by bloggers — strength centers on the individual voice. Yet, now that big money has arrived online, the solitary influential voice represents a role player in the Internet ecosystem. Let’s use a metaphor to illustrate this point: Hollywood and its power structure of actors, directors and producers. Individual voices represent actors. Entities like budget-rich companies investing in online media, traditional media companies, publishing houses, and already successful individuals are the directors and producers. This is not to demean individuals that have made a name for themselves online. Consistently excelling online as an influencer takes significant effort. There’s a reason why so many social media voices are obsessed […]
People who know my books usually remember my first book Now Is Gone and most recently Marketing in the Round. Then there is Welcome to the Fifth Estate, which barely sold 1000 copies in total direct, electronic and print. I want to come clean on this project. It didn’t go anywhere for a reason: I stopped marketing it two months after its release. Here is why… The Fifth Estate was my nightmare book project.