Discoverability, the buzzword du jour among book publishers, is a crucial part of book marketing. But it makes up only half of an effective digital marketing campaign, contends Mark Schroeder, chairman and co-founder of social marketing tool Find My Audience. The other half of the marketing puzzle is what Schroeder calls "findability." Discoverability is a passive strategy, argues Schroeder, that uses metadata and SEO so that readers can find the books they want, whereas findability is an active strategy that attempts to qualify potential readers so that publishers can target them directly. "Both discoverability and findability should be two key pillars of any publisher's marketing plan," says Schroeder.