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. The password is “Fifth.” 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 theories driving social networks and communities online.
Chapter Four offers perspective into the four types of strategies most frequently used in social networks; participation/community, content, influencer marketing, and crowdsourcing.
My former colleague Kami Huyse delivers perhaps the best 20 pages you can imagine on social media measurement in Chapter Six.
Chapter Seven offers tips to handle and successfully adapt to rapidly evolving social media.
Hopefully by now you’ve heard about the plight of Russian punk rock band Pussy Riot.
The girl punk band was sentenced to two years of hard labor by Russian officials for staging a protest concert at a Russian Orthodox Church. The performance defended women’s rights and decried Vladimir Putin’s strongman hold on the country.
By levying a draconian punishment, the Russian government (and Putin) martyred Pussy Riot.
Next Monday marks the six year anniversary of my first blog post. As I’m blogging less these days, I decided my final post of this year with six reflections based on my experiences over these years. Here are my observations about social media, blogging and marketing based on my journey:
1) The Idealism of Better Business Through Social
When I began blogging, I believed in The Cluetrain Manifesto. Its raw message that businesses would be forced to act better thanks to social media spoke to me. Cluetrain inspired hope that conversations could change the very fiber of business in favor of people. I was full of passion for that change, and my first book Now Is Gone reflected this idealism.
Average citizens feel a need to circumvent established media as well as traditional government and corporate structures with online tools. Their information needs are unfulfilled and voices are not being heard. So people activate themselves online to demand change and action, or to form new innovative ways of resolving their problems.
Occupy Wall Street has been criticized for its lack of primary objective and message. Like it or not, pundits and critiques are dealing with a groundswell of anger towards the rich and corporate America. This effort grows stronger with each week in spite of criticism.
The moniker of economic injustice is being used loosely, but in a recession or depression or jobless recovery (take your pick) entering its fourth year, a movement has been touched off. Like the 18th century French mob arisen in times of famine, Occupy Wall Street demands attention.
The media ignored this movement at first. The government — local, state and most importantly, national — is for the most part still ignoring it. President Obama finally acknowledged the movement in a half-hearted statement on Thursday touting the financial industry’s strength. Yet Occupy Wall Street does not go away.
This is mostly because of the relentless will of the original New York protestors, and now their counterparts in other cities. They are not satisfied with the economic disparity and conditions in this country, and won’t be turned back by criticism, insults, police violence and platitudes.
And yes, the protestors have used blogs, Flickr photos, and social network posts helped to keep Occupy Wall Street alive. Yet another example of the Fifth Estate rising when traditional power and media structures refused to address news and/or problems.
Though dismissed, an opportunity is being missed with Occupy Wall Street. Nonprofits seeking to resolve issues of poverty and financial inequality should be leading the charge. Democrats who would naturally gravitate towards this series of issues — especially given tax debates of late — are avoiding Occupy Wall Street. Violence has tuned up the issue to new levels.
The end result? More steam with bigger and more widespread protests.
Conservative “anti-capitalism, socialist” spin isn’t going to make this one go away. Like the Arab Spring, like the Tea Party, like the angered Greeks, there is too much pain. No communications plan can fly in the face of a stakeholder groundswell centered on real problems. Occupy Wall Street is shapingthe national debate.
If you’d like to discuss the book and any of its topics, please join one of these conversations. The first two promise to be wonky and fun (see video on Danny’s blog), and the latter webinar should help folks get down to brass tacks. Hopefully, these podcasts and the information contained in the book are useful to you.