How Can Publishers Successfully Use Social Media to Sell Books?
Extra: What social media strategies sell books without annoying or alienating consumers?
McDougall: ... This really is an important tip that people coming from a traditional marketing background often get wrong. These social media platforms are not one-way platforms. They are not TV. They are not radio. They are not newspapers. The people who are on these platforms expect a high degree of interactivity. So when companies get into these platforms and launch their various marketing initiatives on these platforms, if they approach it with a top-down, one-way controlled message approach, they'll be turning off customers and annoying people. ... Small or independent book publishers have a real opportunity here, because all of these sites thrive on content and the discussion around content.