now is gone is Geoff Livingston’s recent book for executives on navigating new media and this evolving world of communications. It is well done and I recommend it to folks that understand the basics and who are looking to learn more about social media tools.

Brian Solis provides an introduction to now is gone that really sets the tone and hits the mark. Mr. Solis explains how traditional PR efforts are no longer effective and that “the evolution of social media is also forcing the most dramatic transformation in PR and corporate communications to date.” Mr. Solis urges participation and “how effectively you participate will determine the success or failure of your company in the long term.” I couldn’t agree more.

The book continues at a nice pace with examples of companies utilizing social media and the success of having two-way conversations with consumers. There were some instances in the book where I was wanting more from now is gone. However, this topic is a big one to tackle and Geoff focused appropriately on those who might be interested in social media but have not committed to it. That is a growing constituency and this book could be a catalyst for engagement by some companies.

Mass marketing and press releases are not going away. However, in a world where consumers are being marketed to at all times, the companies that have permission and have built communities will be leaders of the pack.