The New Era of Book Marketing

Publishers and authors are attending the hot cocktail party of 2011, but none of them are wearing fancy dresses or tuxedoes. Cocktails aren't even necessarily being served, and some people are in their slippers.

Wait, what kind of party is this anyway?

The cocktail party of today is taking place online. This is where publishers and authors gather to chat with readers, such as on social networking sites like Facebook and Twitter, and through blogs and location-based applications.

"It's an amazing portal to have a two-way conversation with our readers," says Rob Goodman, director of online marketing, Simon & Schuster. "The wall is down, and you can connect directly with the people who care the most about the books and products that you're selling."

Location, Location, Location

Simon & Schuster recently launched a brand-new way to connect with its customers through Foursquare, the popular, location-based mobile social networking community.

Users who follow Simon & Schuster Foursquare receive information and tips culled from Simon & Schuster books and authors when they "check-in" at certain locations, be it their favorite diner in London, a resort in Arizona, or the Pyramids in Egypt. For example, they'll receive facts about historic landmarks, a dish their favorite chef enjoys at a restaurant, or a tidbit such as 21 elephants walked across the Brooklyn Bridge in 1884, proving its stability.

"It's a really exciting platform to reach people at the moment when they're most interested in getting that content and learning about where they really are," points out Goodman. Each tip pushes readers toward Simon & Schuster books so they can learn more (and, of course, buy the book). So, for example, author Suzanne Corso tells fans where they can find the best cannoli in her neighborhood of Bensonhurst, which is the setting for her book, "Brooklyn Story."