Twitter’s Effectiveness in Book Marketing vs other SMM Campaign Tool?


The data suggest that Twitter is the preferred choice when doing social media marketing. This article will explain how to be successful in SMM. The sources come from both verified websites and academic journals. This article will erase your skepticism about Twitter’s effectiveness as an SMM campaign tool.

Conversion Rate on Social Media Platform Doesn’t Mean Higher Revenue

If you research Social Media Platforms’ effectiveness, you will discover a chart similar to the one below. (The data in the chart delegates information on a broad level and does not relate solely to book marketing). The data in this graph distinguish Twitter as having the lowest amount of conversions (4%) but it also suggests that awareness is high (92%). Twitter’s Effectiveness in Book Marketing is from proliferating high awareness.

(Look at the graph below.)

It would not surprise me if most people thought Facebook or YouTube brought in higher revenue than Twitter. Short-term, it does. It has a higher conversion velocity. That is not a point anybody is denying. If you want a long-term audience and profit that extends beyond immediate conversions, the subject becomes more complicated. Why? Twitter establishes an audience base, a following, and data shows fan popularity and people’s interest (long-term) in most commercial items (In this case books) brings more money. How does establishing a fan base make Twitter a good SMM campaign tool? (YouTube is discussed in a related piece but they have not yet released it)

In 2009 Nielsen was compiling data that showed content marketing (Content marketing is about social media as the driving force in creating creative and unique ways of engaging an audience) is vital for the success of the book industry. This would suggest that Facebook or YouTube was not a wise choice for books. This data and the study by other groups would conclude that direct marketing a book or ebook for conversions was not the most successful approach.

The following discusses twitter’s effectiveness and why Twitter is a good SMM campaign tool:

Creating Communities

Stephen King released a book called The Wind Through the Keyhole with the publisher Hodder & Stoughton. Before the release of the book, they had formed a community for Stephen King. The goal was to avoid using social media for immediate conversions. Instead, the entire purpose was to get people involved and create a community that was both loyal and supportive. Twitter is essential in creating such communities but this brings a relevant question. Do these communities bring profit?

Diverting money to help build an audience that supports the writer, an audience that likes the work, and includes the Author’s involvement (even limited involvement) has more results. We know this book marketing tactic as content marketing. Content marketing is Twitter’s stronghold and makes it the best SMM tool for book publishing! Instead of providing conversions, it generates audience participation and interaction. In the case related to Stephen King’s book, the creation of audiences with tools like twitter was more valuable than people realized.

Stephen King’s book sold out in paperback editions and hardback, quickly. They built a community around him and instead of focusing on conversions, the publishing house spent money building his fanbase. It worked very well! Engaging with an audience that likes your work results in high profitability. This is a singular example of countless. Twitter aims to create your audience and build your image!

Conclusion

Twitter is valuable in creating a community that will propel your sales and gives you visibility. There are more tactics and the evolution of book marketing is continually creating methods to advance the author’s book sales. Despite continual advancement in other marketing methods, growing author communities, as discussed, is a permeant fixture in the building of your author image. Twitter is highly effective in benefiting an author as a great SMM campaign tool!

Main Academic Journal Used:

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. http://www.nielsenbookscan.com.au/uploads/Final%20Research%20Brochure_Digital(4).pdf 
  4. https://www.statista.com/statistics/456813/epublishing-revenue-worldwide-forecast/

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