Building A Social Hive
18. Get Everyone Involved
Some concrete examples: Coffee House Press published a book last spring called Submergence, by J.M Ledgard. The book did very well, not in the least because it’s a fabulous book, but also because every single member of Coffee House’s tiny staff read the book, knew it intimately, and advocated for it on a large and small scale. If you were to log in to your Twitter account right now and tweet something about Submergence, I’m willing to bet $10,000 that Chris Fischbach (publisher of CH) would retweet, favorite and probably respond directly to your post. He’d probably follow you as well. There’s almost no chance higher-ups at major houses would have that kind of interaction with their readers.
Founder and President, FSB Associates
19. Seek Out Niches
Publishers can use social media to help authors reach today’s new kind of reader—one who is more tech savvy and resourceful and expects more interaction and community. And social media makes it easier than ever before to find and interact with readers in a specific niche. Publishers can save money by targeting micro-communities already interested in the author’s message, instead of trying to market to the general public and hoping to find the right match.
20. Engage With Journalists
There are two clear benefits for using social media in publicity. First, more and more journalists are getting story ideas from social media feeds, so sharing relevant information about our clients has resulted in features for our books and authors. Second, by monitoring Twitter we can stay ahead of trending stories and pitch our clients for interviews or for guest blogs.
Author, APE: Author, Publisher, Entrepreneur
21. Build Credibility
The key to effective use of social media by authors is to use it to establish themselves as sector experts. If you write science fiction, you should post links about science. The goal is to establish credibility. Think of yourself as NPR: it provides great content 365 days a year in order to earn the right to run a telethon a few weeks a year. In an author’s case promoting his or her book is the telethon. Social media is only effective if you provide value, and your followers feel a need to reciprocate by reading your book.