How Can Publishers Successfully Use Social Media to Sell Books?
Extra: What sort of cross-channel marketing is necessary to support social media marketing? Should landing pages be optimized for specific promotions? Should promotional video be involved?
McDougall: ... A publisher's Web site ... should function as the hub of the social media strategy. And all the content produced, excerpted or collected from authors should be published through the publisher's Web site first, just as a means of putting it all out there where Google can find it. ... From that main hub of your Web site, this content can then be placed on Facebook, on Twitter. If you have videos, you probably put them on YouTube first and then embed them in your site. ... In terms of cross-channel marketing, I think you should use all of these multimedia services to bolster one another. For example, your Facebook page will point to your YouTube videos. Your Twitter feed will point to your Facebook page, back to your blog, back to the blog posts from your authors that appear on other blogs. ...