Many publishers have launched or are launching social media efforts. But, as time will tell, an effective social media strategy requires more than simply setting up a Twitter account or a Facebook page and waiting for followers and fans to flock. When San Francisco-based Chronicle Books launched its social media strategy in March 2009, it did so with specific goals in mind. "The overriding strategy … was to build our community, build audience, raise our brand awareness of Chronicle Books online and start … driving traffic to our site," says Guinevere de la Mare, Chronicle's community manager, who works with the marketing team to spearhead and sustain social media efforts.
What does it mean when a city of 230,000 loses its lone bookstore, as is happening to Laredo, Texas, in early 2010? With a world of books available to purchase online, is it merely a symbolic loss, or is there something more deep-rooted at work?
A year ago, I wrote a column examining the problems that occur when publishing organizations place marketing departments in technology silos, without access to digital assets and tools that would otherwise make marketing programs more effective.