Building A Social Hive
8. Fix Your Website First
Let’s step away from social media and fix the one thing that is more important than social, which is your website. Trust me on this one, it’s broken. Here’s how you do this: 1) Optimize it for current SEO best practices and also some publishing-specific things such as “structured data” around your books, and ensuring “authorship” is set up with Google+. 2) Ensure you have a truly responsive website that will drive your business goals on the three major platforms: PC, Tablet, and Smartphone. 3) Integrate social media and email capture into the site itself—not just social sharing, but conversations, reviews and consumer posts, so that the conversation is captured and repurposed to help drive awareness and discovery. And use all of that relevant content to drive email registration, along with a segmented email program that speaks to your customers. (An example of a site that has recently been updated and did most of this is Simon & Schuster).