A New Era of Book Marketing

Extra: What are some strategies for authors to develop this message?
Heim: ... It's getting [an author] to articulate what their mission is, what their vision is and what their core values are. That's what governs the tone and the attitude [of the message] ... . ... [For example,] some people, in their writing, want to reflect joy in difficult circumstances, or maybe everything they do is about transformation from the inside out-those [become] the catch phrases. Then, the author needs to ask themselves, "Am I reflecting that in all of my touch points and in all of my expressions? Am I being true to what my core message is?"

Extra: What tools can authors or publishers use to monitor an author's online reputation?
Heim: There's a lot of applications out there that can give you feedback on your performance on various sites. Google Analytics and Google Alerts can immediately find what's being said out in the [online] world about you. If you are an author, and you are active on, let's say, a Twitter platform, you can go to a source like Klout.com, put the Twitter handle in, and it just shows you metric after metric of what's going on with your audience-how are they responding, how far is your reach, what's the content that you are putting out there that is most shared.

... All of these things, I would say, are more directional, not absolute. I think if you are an author or communicator in this space, it's about taking a look at all of these things so that you can see directionally the impact that you're making. ... You have to be holistic in the way that you see that information, make minor adjustments, and then go back and review the measurements again to see if you're making progress.