The Secrets Behind Social Media Marketing of a Book


The Secrets Behind Social Media | TWITER IS THE BEST For BOOK MARKETING!

Twitter is the Best Avenue but What Makes me Believe this?

The data suggests Twitter is the preferred choice and this was not randomly chosen based on incoherent evidence. I do not use any sources that do not have links to detailed reports from key organizations. In addition, especially on the topic of social media trends and book marketing; there exists extensive academic journals that shed light on social media marketing. Verified websites and journals are listed at the bottom The usage of SMM isn’t as straightforward as you might think. The following are the secrets behind SMM.

If you research Social Media Platforms to use… you will find graphs like the one listed above. The data in this graph is convincing but only if you are narrow minded enough not to evaluated all of the variables. 

Look at the graph below this.

Do you notice that twitter has an estimated conversion rate of 4%. That has no meaning in understanding how to market effectively. The awareness and Research holds the highest of all the platforms listed with, 92%. While this graph is just an example, it is an established figure.  No, sending out tweets of your book won’t result in anything that is considerably positive. In fact, it is a waste of time to spam your books on Twitter. If your primary goal is only conversion then stick with Facebook. It would at least be a wrong choice, but not cost you as much. (Youtube is discussed in a related piece but it has not yet been released) If you want results in book marketing and clear answers, read the following:

In 2009 Nielsen was compiling data that showed content marketing is vital for the success of the book industry. It is, in fact, key for the success of many industries, and it can be combined with social media. The data by Nelson and other groups led people to the conclusion that spending money with the sole purpose of getting a conversion, in social media marketing, WAS not the best way to increase book sales. 

There seemed to be an option that was more influential towards sales. I would like to talk about the following example to elaborate: Stephen King released a book called The Wind Through the Keyhole with the publisher Hodder & Stoughton. Before the release of the book a community had been formed for Stephen King. The goal was not to use social media to advertise directly. Instead, the entire purpose was to get people involved and create a community that was both loyal and supportive. Having an audience that supports the writer, while being drawn into a group where people interact with each other; that showed to be the best marketing strategy at the time. Content marketing is about creative ways to engage the audience and this can be effectively applied to social media. If you market a book with the sole intention of creating conversions— you’re in for a disappointment. (Romance and Erotica are more effectively sold in this manner but that isn’t the goal) The tactic that the marketing team used for Stephen King was very effective. This book sold out in paperback editions and hardback, quickly. Therefore, this seems like an effective strategy and it typically is but there are variables that conflict with the going trends. Book marketing has shown to be continually evolving… Let me give you an example.

A first time author with NO community built around her started to sell her book very well. It wasn’t until she was awarded 2012 Orange Prize that her sales began to drive forward; in leaps and bounds. Miller, the author, was given a second prestigious award. Her book and Stephen King’s were in the same genre but Miller’s book, without the creation of a community built from Content Marketing, sold beyond Stephen King’s record of book sells.

What this suggests is that while the understanding of social media marketing is becoming more clear, there are still factors to be considered. The awards that Miller won propelled her success in social media and beyond that. What does this suggest? While the basic idea is to form a community in which people interact with the author and each other; we are always learning new information. For example, people reacted to Miller’s awards. This began to trend on Twitter and other platforms. Her SMM was built overnight and she succeeded based on the prestigious awards achieved. The two awards she was given generated attention on SM and other famous authors spoke to major presses of their admiration for the book. 

Trends and studies indicate that marketing directly to an audience is more effective in profitability after you have brought the reader into their “Community.” Once you gain loyalty of a fan, they are more willing to click on advertisement designed with the purpose of sales conversion. Yet, a first time author was able to spawn more book sales and attention through the winning of awards. Social Media is no longer predicated on the reaction of those interacting with the advertisement.

Why is all of this significant? It means that the consumer is no longer the targeted source that results in conversions.

With content editing, that bolsters an approach on the customer indirectly seemed the best opportunity. In the example listed, Miller’s audience and sales were directly correlated with the two contest winnings. Social Media is not as predictable as many marketers had believed it to be. At least, it was at the time.

In 2018 we see another trend develop that has continued to the present. What is this latest development? Marketing companies, publishers, and authors now have the ability to utilize complex tools that give them a statistical advantage over readers. By incorporating data collected in social media campaigns and general practices, it becomes easy to pinpoint the people who were likely to be customers. Statistics that were derived from Nelson and other data agencies also suggested that direct marketing can be effective after an audience has been constructively built through the combination of content marketing and social media marketing. 

Even more amazing, as of recent, the detailed statistical analysis collected by companies would shift the playing field on SMM again. With advanced understand on how a consumer behaves, direct targeting becomes a favorable option. Publishers in the Macquarie survey indicated that continual usage of Nielsen’s Database and information resulted in sales began to direct a small percentage of advertisement through direct targeting.

67% of large publishers not only hired a social media expert to promote their books, but they were also hiring people in data analysis. After this general shift, 83% of large book publishing companies indicated that by targeting individuals with the hopes of an ultimate conversion based on the data collected by them resulted in an increase in profits. Small publishers reported the exact opposite. 43% of them said their sales had slumped. It is interesting to note that of small publishers, only one-quarter took advantage of analytical tools. Further, only 14% included consumer research reports in the development of their strategies.

It is beyond evident through the process described and ongoing efforts; data drives everything. You should have the ability to pinpoint the audience at such precise levels; it will give you the upper hand. To this very moment in time, data has been the driving force in the book marketing industry. While it is still an established idea that publishers need to create communities; (The graph clearly indicates taking initiative is Twitters biggest accomplishment) it has become clear that there is something even more valuable, data. This has led to a gap between large publishing companies and smaller presses. 

To conclude: Things are beginning to alter once more. With the continual progress of privacy for individual users, data becomes more restrictive. As this process evolves, it could lead to the break down of targeting customers based on valuable data. From everything that has transpired from 2009 until 2018, it is clear that indirectly targeting an audience with content editing is a good goal to have. Doing this builds communities that center on the author, and at least for now, the data during the process of building these type of communities will lead to an even greater increase in revenue.

Main Academic Journal Used is Listed and The References Within The Article Were Also Evaluated: (Most sources have been removed because substantial claims that could not be affirmed)

https://journals.sagepub.com/doi/abs/10.1177/1329878X18783008

Additional Sources:

  1. https://sproutsocial.com/insights/facebook-vs-twitter/ 
  2. https://bookmachine.org/2017/08/07/social-media-channel-sells-books/ 3.
  3. http://www.nielsenbookscan.com.au/uploads/Final%20Research%20Brochure_Digital(4).pdf 
  4. 4. https://www.statista.com/statistics/456813/epublishing-revenue-worldwide-forecast/
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