Deconstructing social media: an analysis of Twitter and Facebook use in the publishing industry
Canty, Nick and Criswell, Jamie (2014) Deconstructing social media: an analysis of Twitter and Facebook use in the publishing industry. Publishing Research Quarterly, 30. pp. 352-376. ISSN 1936-4792
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The article analyses the social media activity around two genre fiction titles published in the UK. The research is focused on the platforms Twitter and Facebook as they are the sites currently most used as marketing tools by the publishing industry. Over 10,000 social media posts were collected and categorised to create a timeline of social media activity for two case studies. The findings were then compared to sales data from Nielsen BookScan to give an understanding to the value of social media marketing in the publishing industry. The findings show that social media is most effective as a marketing platform when there is already an established community, allowing publishers to converse with readers. While social media is less effective at marketing new books written by debut authors with no existing readership, it is none the less an important tool in the marketing plan as it provides a platform to engage with readers around significant events.
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