How to Market Books by Baverstock Alison;

Author:Baverstock, Alison;
Language: eng
Format: epub
Publisher: Taylor and Francis

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Figure 9.3 Sample from Jessica Palmer’s email newsletter. Courtesy of Jessica Palmer.

Social media: Facebook

Facebook is the biggest social networking opportunity. Material is organised into timelines where participants post photographs, messages and updates on what they are doing. It’s a closed network, meaning that individual friend requests must be approved before people can interact and it’s possible to set up additional specific groups for private discussions or events.

Although Facebook began as a social network it is now also one of the most widely used online marketing tools for business, simply because it is so large, and its age profile is also rising. With such a significant number of members, you can find specific communities likely to be interested in your particular passions.

For those new to Facebook, begin by creating a profile. Write it in a friendly way, and include a mention of your business and your website. Include photographs and consider customising your page with illustrations or a background photograph. You can then use other online marketing and social media (e.g., blogging, email or Twitter) to drive traffic to your Facebook page.

You can measure your results by the number of ‘likes’ you receive, the number of friends or fans you have and the extent to which others talk about your content (those who have created a story about it) as well as through your weekly total reach.

The best advice is to post regularly, remember to respond promptly to the comments you receive back, include photographs as often as possible and avoid direct appeals – posts requesting comments or likes will not get much traction. But users also need to remain aware of how this online format is developing, and how best to manage associated communication as a result.

Case study

How a publishing house run by a university uses Facebook as part of its outreach, and how that use has changed over time: Ooligan Press, assistant professor Per Henningsgaard, Portland State University

Ooligan Press15 is a publishing house staffed by students enrolled in the Master’s degree in Book Publishing at Portland State University, US. Publishing three books a year and selling them in bookstores across the nation as well as online, Ooligan Press provides a hands-on experience that is not replicated in any other Master’s degree in the US. Students participate in every step of the publishing process – from manuscript acquisition to editing, from design and production to marketing and sales – with guidance and supervision provided by expert faculty staff. Students take lessons from the classroom and apply them to real-world publishing challenges, resulting in numerous award-winning and bestselling books that span every genre. Participation in Ooligan Press is required of all students in the Master’s degree in Book Publishing.

Like most publishing houses that publish books for the general trade, Ooligan Press has an active social media presence: Facebook, Twitter, Pinterest, Instagram, Tumblr, Google+, LinkedIn, YouTube and Goodreads. At the

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