The document discusses research into how the publishing industry uses social media platforms like Facebook and Twitter to market books. It finds that personalized interactions from author's personal accounts are important for smaller publishers but can be confusing. Larger publishers have more promotional videos and photos with author voiceovers. Both platforms benefit from hashtags and videos, which generate more engagement. While organic reach is difficult on Facebook, tailored paid ads are effective at obtaining desired audiences. Videos overall are the most engaging format across platforms.

1. RESEARCH INTO THE PUBLISHING
WORLD
In order to gain knowledge of how the publishing world
marketing their production and the social media platforms
influence

2. SIMILAR MARKETED PRODUCTS
• Example: ‘5000-1 The Leicester City Story: How We Beat the Odds to Become Premier League Champions’
(May 2017)
• Twitter Account:
. Author ran, not an individual account for the book – Author is a known football journalist
. Marketing: Only found three photos; book cover, book poster & signing photos. No video
- no links to products, no prices, no real persuasion
. Think for this case, as author being well known, the personal account does work. However, a supporting page of
just the book would encourage more – as it’s less confusing the marketing of the product doesn’t ‘disappear’
. fan engagement = replies, e.g ‘yay’ - @vicky_shipley, 74 RTs, 118 likes, ask questions directly to the author = fan
loyalty?
• Facebook Account:
. Book only page, 161 likes – however, posts that aren’t just to do with the book
- More videos on Facebook – such as it being mentioned on the Chase gameshow, links to interviews.
. Marketing – same photos than on Twitter, yet with more videos. E.g.
https://www.youtube.com/watch?v=94INRtnIzTA
- main difference; more fan engagement on twitter, possibly due to larger following yet could also be due to
quicker shared info / more media / more personal feel from authors own twitter
Existing books with the same topic; Leicester city football club
- predominately after the premier league and the audiences themselves

3. PUBLISHING HOUSES
Harper Collins / ‘BookStudio16’.
. Two types of videos: Add a short story narrative or interviews / voice overs with author
- brings the book alive
- adds a personal feel to the author
- gives a more interactive insight into the book
- Link in with themes: e.g. international woman’s day (wonder woman)
. Twitter; links to blog
- Very little interaction / RTing, seems that people just read articles
- Competitions (only 6 people entered) -
https://twitter.com/HarperCollins/status/969622124372615169
WHSmith:
. What people are most familiar with? – yet do grouped videos, lack of narrative etc.
- wouldn’t work because not mass distribution & only one new product – would possibly work for
grouped video.
Predominately looking at videos

4. OVERVIEW
Similar Findings:
. The Unbelievables: The Remarkable Rise of Leicester City
(authors personal account)
. Of Fossils and Foxes: The Official Definitive History of Leicester
City Football Club
(nothing with others)
Author interaction = important, smaller publishers often begin
with family and friend support which will first be recognised
through personal accounts. However, this seems to be
confusing and takes away from the focus on marketing the
product when it comes to a new release or maintaining the
recognition from a previous novel.
Fan interaction / communication from accounts = again, with
smaller publishers this is crucial. Especially during the marketing
stage when fans have multiple questions about the novel – if
answered, they’ll learn about the product, but it also leads to
loyalty due to them feeling valued.
Significant in the publishing world; little visual when compared
to other media such as films or music – yet visuals are so
influential on social media platforms.

5. PUBLISHING HOUSES 2
BBC – Match of the Day Books
. Couldn’t find any media on, even on BBC Books twitter and
YouTube
However,
Ebury Reads also owned by Penguin Random House
. Had the same sort of narrative videos as Harper Collins, calling
them ‘Book Trailers’.
. Football related: Harry Redknapp’s Book – very casual, talking about
book
https://www.youtube.com/watch?v=WGPfRKB5VZI – 303 views, no
comments
*Needed to be shared on social media, nothing on twitter and only
published once on Facebook
(wasn’t a promoted post – unusual for a large company)
Harry Redknapp’s twitter:
. tweeted hashtag, #itshouldn’thappentoamanager
. No replies to people commenting – because it’s a personal
account? / not the author, larger known person
. however, a lot of hate? For example, someone
#itshouldnthappentoafootballteam

6. OVERVIEW
. Very little use of narrative videos, and if there is
– normally low quality fan videos
. Author voice-overs or ‘character’ voice overs are
evidently a lot more beneficial – especially at
generating conversation from the fans, as they
ask the author questions that are directly
answered or state their opinions / hopes of the
book.
. Social media campaigns, which the next few
slides talk about, is very effective – encourages
the fans to use the platforms resources more
. Brand image, across all platforms is essential –
needs to be maintained for fan recognition.

7. RESEARCH OF SOCIAL MEDIA
PLATFORMS
To understand what the extent of each individual platform can offer, it’s
crucial to understand the functions they give, and how this can best reach
the audience desired.

8. FACEBOOK
• Newsfeed and algorithm
Facebook tailor everyone’s individual newsfeeds to that person, and after changing the algorithm so that
people they interact with more frequently appear at the top & to resolve the issues of brands having too
much competition, this effected brands. Brands that promote their posts may see more increase in traffic
to their pages, especially with the targeting methods used behind promoting their posts. However, the
boost in posts from friends means the less likely brands are to be seen – even video posts.
“Crowding out the personal moments” – Mark Zuckerberg
Although, I don’t think this is a problem for smaller brands such as Blue Army Publishing, because posts
from brands, when circulated amongst friends, will be a part of the ‘important posts’. So, with the high
amount of reliance on fan loyalty, and the niche market it can only reach within Leicester and its fans –
this will be shared still.
“Encourage community engagement and generate positive participation”

9. TWITTER
• Newsfeed and algorithm
- Chronological, with promoted posts in between & suggested
followers.
. Can chose to have it on algorithmic because people argued
against - promoted tweets do not go into this
- In 2015; Twitter created ‘top tweets you may have missed’ – “In
case you missed it” – posts from friends / people you most interact
with and the largest tweets
. Subtler than Facebook (and Instagram’s)
-> means that brands (unless promoted) are less likely to be seen,
however, if the people they follow are interacting with the posts
then they will be a part of the ‘in case you missed it’ algorithm.

10. FACEBOOK
• Promoted Posts
Although the users are the most important –
Facebook wanted to be brand friendly, for the
sake of the users yet also have good
connections.
. Organic traffic vs paid advertising = Since
Facebook changed its algorithm in 2016 (see
slide above) the organic reach declined by
52% = less comments, shares.
. Ways to get around not paying; 1. Being
selective with the posts, 2. Encourage
notifications, 3. Encourage engagement, 4.
Share videos, 5. Broadcast live videos (3x
more likely to be watched than normal
videos) 6. Pay for tailored advertisements
. Videos: 186% higher engagement chance &
1000% more likely to be shared. Captions,
animation = watched more.

11. . Paid advertisements: 10 types of Ads (‘marketing objectives’)
- App Instalments
- Brand Awareness = introduce brand to new audiences
- Conversations = make audiences make a specific engagement e.g. buy a product
- Engagement = expose engagement to a large audience
- Lead generation = new prospects to sales funnel
- Reach = expose ads to as many people in your audience as possible
- Product catalogue sales = show people the ads of the products they are more likely to buy
- Store visits = drive costumers to face-to-face sales
- Traffic = Drive traffic to a specific website
- Video views = show video to larger audience – increases brand awareness
. Audience – Targeting specific audiences to increase the ROI
- Customer file = creating the ‘profile’ of an audience to match those on Facebook
- Website traffic = towards people that visited your site or people that engaged
- App activity = targeted people that launched your app
- Engagement = target people that engaged with Facebook and Instagram content
- Lookalike audiences = Lets you target people similar to your existing audiences
. Only pay for the audience reach you want, by letting you set a budget & choosing the right engagement type within a
specific period of time.

12. TWITTER
• Promoted Posts
Promoted tweets or promoted accounts - placed between
timelines or in ‘suggested followers’.
. Videos = no. 1 platform for seeking videos,
2.5 more replies, 2.8 RTs, 1.9 likes than non-video posts.
- 220x more growth over 12 months
- 6x more likely to be RTd than photos and 3x more than gifs
- 53% more personal relevance
- 64% of twitter audience influenced to buy through the platform
. Hashtag = 2x more likely to receive engagement / - no more
than 2 or decreases
* Life span of a tweet = 24 mins / Life span of a Facebook post =
90 mins
. Organic reach
- more things are engaged with, e.g. RTed, the more it is shared in
the algorithm of ‘in case you missed it’ specifically with people
each other follow. E.g. what they RT / like is placed there.

13. SUMMARY
. No promotional videos within similar
market of Leicester City / Independent
authors
- social media; personal accounts –
sometimes work, sometimes disgust the
marketing (both?)
- VERY dependent on fan communication /
engagement
. Larger publishing houses = less
communication, more videos / photos
- Examples; author voice overs / symbolic
videos – little narrative as these tend to be
fan made
. Both = use of hashtags = so important,
more so for twitter.
. Twitter platform = can less use paid
advertisements, as long as have loyal
fanbase & fans that actually engage with
the media given to them – encourage to
do so
. Facebook = videos are still the most
effective marketing, yet due to the
developments in Facebooks relationship
with brands it is harder to an organic
obtainment of engagement – paid ads,
when tailored, are very effective.
. Tailored ads = obtain desired audience
. Videos as a whole = the most effective,
encouraging engagement over any type of