How Can Publishers Successfully Use Social Media to Sell Books?
Extra: How should book publishers organize their companies to support social media strategies?
McDougall: ... If you have the resources and the passion in your company to set up a Web department, I would opt for that. Dedicate one, two or three employees to running this and your Web site. ... If a company can find those people who would be interested in spending a few hours a week on Twitter and on Facebook discussing their passion about these books and this content with other people who share that passion, then I think you could see some really great results on these social media networks just from these folks inserting your books, your authors and your company into these discussions in a way that is genuine and organic and adds to the discussion going on. ...