Social Media Marketing (PART ONE)

Gain a complete understanding of the current social media landscape including what platforms are effective for marketing specific kinds of books and how publishers can use these channels to target and engage the right audiences. We will discuss how publishers set and meet marketing goals, the value of scheduling and content calendars,  and what free tools are available to enhance their social media planning.

What is the value of social media?

• Review what social media platforms are available and what value publishers and authors might find in using these platforms to connect with readers.

Paid vs. organic social media content

• What content should be organic and what might benefit from advertising.

Platforms and best practices for publishers and authors (focusing on what platforms are best for specific kinds of books)

• Twitter
• Facebook
• Instagram
• Tik Tok Other Platforms: Pinterest, Snapchat, LinkedIn
• Whats App, Weibo, and WeChat

Goals: setting and measuring KPIs

• Defining KPIs and examples of measurable campaign outcomes

An overview of key terms, what they mean and when to use them:

• Followers vs. engagement
• Impressions vs. reach
• Interactions and interaction rates
• What statistics matter?

Content planning

• Content calendars
• Scheduling 
• What content when?

• Overview of common posts including memes, cover reveals and unboxings. 

Scheduling tools

• Overview of free, semi-free (trial) and premium tools

Final thoughts: where to start and where to invest your energy plus, measuring success.

Video 1 Optional Assignment: Social Media Audit

• Find an author, publishing imprint, digital publishing platform or brand that has social media accounts across at least 3 platforms. For each social account:
• Identify the platform
• Gather data 
• Include overall followers
• Record how often the account posts
• Use a free analytics tool to gather data about engagements, reach and impressions
• Give 2 examples of content that is “working”. What data are you using to support this claim?
• Give 2 examples of content that could help to boost engagement. These can be suggestions on specific posts or a general content feature idea. (example: On Tuesdays, support new publications with a Tweet linking to the book and tagging the author.)

Glossary

• KPI (Key Performance Indicators)
• A quantifiable measurement of performance for a specific objective.
• Engagement
• Includes all likes, replies and comments (think active participation)
• Interaction/Interaction Rate
• Includes likes and comments along with shares, video views and link clicks  (think active AND passive participation)
• Reach
• “The total number of people who have seen your posts in their newsfeed, or on your Page's Timeline”
• Impressions
• “The total number of times any organic or paid content from your Page or about your Page appeared on someone's screen. Content can include posts, check-ins, ads, stories from friends who interacted with your Page, and more”
• Open Rate: % of people who opened an email
• CTR (Click-Thru Rate): % of people who clicked a link in an email

Intent to Purchase: customers who clicked a buy link, indicated they intended to purchase (often with a specific retailer)

Additional Resources, Websites and Blogs