How Publishers Can Strengthen Their Social Media Efforts

How Publishers Can Strengthen Their Social Media EffortsHave you ever read a book, heard a song or watched a film that was so amazing and inspiring that you just had to share it with everyone you know? Before social media, this involved a lot of lending and borrowing. But with the start of Facebook in 2004, social media (Twitter, Pinterest, etc.) has made sharing your favorites a lot easier.

The statistics show a continually increasing social media revolution:

• More than 50 percent of adults (18 and over) use two or more social media sites.
• More than 90 percent of teens go online daily, with half that number checking their social media sites several times a day.
• Facebook continues to be the most popular site, followed by LinkedIn, Pinterest, Instagram and Twitter. In fact, Instagram just passed 400 million users, passing Twitter’s estimated 316 million.

Social integration is also of great use to e-commerce. Online sales will generate more than $370 billion by 2017, with referrals by the top social media sites bringing customers closer to converting visits into purchases. So, as an independent book publisher, how can you take advantage of social media through your online presence?

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Transformation in Publishing Is Key Theme at DBW 16 (DBW)
The 7th Annual Digital Book World Conference + Expo (DBW) is focusing on transformation as one of its key themes with numerous speakers offering first-hand accounts of how their businesses are succeeding through and beyond publishing’s digital transformation. DBW 2016 is the premier event for book publishers and content providers of all sizes and business models. The event takes place March 7–9, 2016 at the New York Hilton Midtown in N.Y.C. DBW 2016 features an array of visionaries and influencers—both publishing leaders and pundits from outside the industry—who’ll share insights about transformation, as well as the digital-driven, global content market and how to capitalize on every opportunity.

CEO on’s Acquisition by Ingram: ‘We’re Very Lucky’ (Futurebook)
If a startup acquisition in the publishing space has ever looked like a match made in digital heaven, the Ingram Content deal announced Dec. 15th is it. “Effectively, the team is staying together,” says founding CEO Ron Martinez. No carpet strewn with the bodies of redundancies. “I’m working with a group on market development for the product” with Ingram’s staff. “I’m committed for years to come. As long as they’ll have me.”

Are Ebook Reviews Worth Their Weight? (HuffPo)
There’s been a lot of chatter lately about how a certain ebook website has started legal proceedings against hundreds of “unidentified” reviewers who post false positive reviews in exchange for cash. And I don’t blame the eGiant. Who needs to be spruiked while searching for a book? But it’s not just overly gushing, obviously faux favorable reviews they need to keep an eagle eye out for.

The Myth of the Everyreader (Jane Friedman)
Authors are storytellers—everyone knows that. But authors are also voracious consumers of stories, since language is our medium for the discovery of meaning. The stories we tell ourselves are powerful, capable of framing how we see ourselves and the world. Lately, I’ve noticed what I consider a dangerous story beginning to take root in the author community, concentrated in but not exclusive to young, first-time novelists. I’ve not yet heard the myth given a name, in part because it’s too new to have emerged fully in our industry’s consciousness, but I’ve come to think of the insidious tale as the Myth of the Everyreader.

HarperCollins Pairs with Video Producer (Pub Lunch)
HarperCollins is trying another relationship with a video producer. This time, they have “agreed to a strategic framework” with Insurrection Media to option and develop books in sci-fi, drama and comedy for both digital video and linear television series. They will “jointly identify key titles that are most compelling and suitable for video series and then co-develop and produce shows to be owned and distributed by Insurrection in the U.S. and overseas on a multitude of over-the-top and linear video platforms.”

Washington Post Widens Online Lead over NY Times in November (Digiday)
The Washington Post widened its lead over the New York Times in November, raking in 71.6 million U.S. visitors compared to the Times’s 68.8 million, according to comScore data. Last month, The Washington Post narrowly edged the Times (66.9 million to 65.8 million) for the first time in its history as it reshapes its online presence. Both newspapers recorded record-high traffic numbers in November. The Washington Post’s widening lead over the the Times can be attributed to multiple factors, including aggressively distributing its content on social media, focusing on mobile audience and emphasizing viral content.

SpotlightGoogle Says Search Intent Matters More Than Identity (Adweek)
If anyone has a stake in keeping you searching, it’s Google. So it make sense that the company’s focusing at least as much on learning what users want as it is on who they are. Now, the data king has, well, more data to back up that approach. According to research Google commissioned from Millward Brown Digital, demographics don’t always align with user intent. In fact, marketers could be missing as much as 70 percent of potential mobile shoppers by not understanding what they’re searching for at any given time.

Understanding the Complex World of Star Wars Publishing (Pub Perspectives)
Publishing books for the Star Wars franchise requires an understanding of interlocking multiverses, authorized storylines—and it hasn’t always gone smoothly.

SpotlightSeth Godin on Shopping (Seth Godin)
Shopping is an entertaining act, distinct from buying. Shopping is looking around, spending time in search of choosing how to spend money. Shopping is buying something you’ve never purchased before. For many people, shopping is nothing but a risk. The risk that one might buy the wrong thing, waste money, waste time, become indebted. For many, replenishment, buying what your parents bought, getting enough to live on… that’s all there is, that’s enough.


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