Beyond Dawlish

Every public relations professional involved in book marketing and authors should be well-versed in effective social media strategies. Online promotion has become a crucial element of a comprehensive marketing campaign, and social media posts play a role. While some seasoned professionals in the book industry were previously doubtful about the potential of social media, most agree with its importance now. The impact of social media on book sales can vary greatly, influenced by factors such as your follower count, the relevance of your book's topic to your posts, and your audience's level of interest. 

It's important to note that trying to amass a large social media following after your book is published is usually too late. Also, overtly hard-selling your book—forcefully asking people to buy it—rarely yields positive results. The key lies in establishing a following before your book launch and engaging them with posts that captivate their interest. You'll likely see far better outcomes when you foster genuine connections and maintain two-way communication with your audience. While some individuals may experience success from spontaneous posts, most will benefit from a well-thought-out plan. 

Social media also enhances and elevates other components of a book marketing campaign. For instance, if you host an event, you can create buzz by sharing an invitation beforehand and posting photos afterward. This approach also applies to media appearances; sharing links to articles or interviews allows your followers to engage with your work, and media outlets appreciate the exposure. Some news websites and television stations prefer collaborating with authors with substantial social media followings, as it helps with cross-promotion – they want exposure with your followers. 

When crafting a marketing strategy, the primary aim is to connect with your target audience and drive book sales. To achieve this, developing a structured schedule of posts that aligns with other campaign elements is advantageous. Incorporating posts on varied topics can also prevent your audience from feeling overwhelmed by constant promotions. If you've been active on social media for a while and have a good sense of what your followers enjoy and share, you're already ahead in strategizing your future content. Attentiveness to your audience's interests will significantly enhance your popularity.