Archives: Bestsellers

This week, the series continues with Man of La Book on the almighty powers of Twitter. You can see the first post of the series here.

Hello again, Zohar. Here’s one question that I, at least, would love to know: What makes you follow someone? Do you give it more than a moment’s thought? Are you most likely choosing on the basis of that person’s popularity or on their content? Have you noticed that following others increases your following, or has no effect?

Here is one no-brainer way to approach it: if someone follows me, I’m pretty likely to follow back. It seems indecent not to — no skin off my back! Many people believe that following back is good “netiquette:” if someone takes the time to listen to what I have to say, I like to show my appreciation.

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Why Book Blogs Matter

I recently interviewed with a blogger I like, and met on Twitter, on how I see book bloggers changing the business of publishing, and why social networking, or utilizing social media for actual networking purposeshas become a new way of “storytelling” for authors. You can read the rest of the interview here.

Q. How do you see the role of social media play­ing in book mar­ket­ing today and in the future?
A. 
I believe that suc­cess­ful books are made on the basis of word-of-mouth: whether your book club, a friend or fam­ily mem­ber, a movie some­one loved that was adapted from a book.

Word-of-mouth has never been quan­tifi­able. Nei­ther has social media.

Nor has pub­lish­ing ever really been all that inter­ested in quan­tifi­able value—that’s not where our pride is.

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Here is the last segment of this week’s social media series before we say sadly say goodbye to Man of la Book. If you missed prior posts in the series you can find them here and here. And we’ll be back with more interviews with authors, bloggers, and publishing experts on in our next series on Authors and Social Media, coming soon.

First question: are there any favorite author Twitter feeds you follow? Why?

My favorite authors to follow are Neil Gaiman (@neilhimself), Chuck Palahniuk (@chuckpalahniuk) and Jason Pinter (@jasonpinter). They talk about writing, life, research, and you can always find them engaging with their followers.

It seems that the most popular tweeters constantly a) tweet constantly and b) link to breaking news, blogs, etc. According to your profile, you are a book blogger, engineer, “wood worker,” father and husband. How is that you can also tweet with such enthusiasm?

My secret is that I’m pretty good with technology. Combine that with obscene laziness and you find good solutions for such issues. I use the cotweet online utility to send out tweets at intervals (30 min. to 1 hour), but check Twitter several times a day to answer questions, interact with others or see what I might be missing (sometimes not much, but that doesn’t stop all of us on Twitter from checking anyway).

But don’t be fooled: it takes great patience, persistence and hard work. Though often a great substitute for real work.

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I heard it then when I started in book publicity at HarperCollins, and I still hear it as a consultant 8 years later.

The author asks: “Does publicity translate to sales?”
And the publisher responds: Not always.

“Am I going to get the Today Show, the New York Times, and NPR?”
Unlikely.

“Then, what is feasible?”
Well, unfortunately, it’s sort of wait-and-see.

“How do I increase visibility?”
Start a Facebook fan page and a Twitter account. Here’s a template to guide you through it. (This answer is new, and even the question is, because it was understood the publisher would do everything!)

“Do pre-orders help? Special sales?”
Yes.

“How are you handling these?”
Please direct your question to  xxx@publisher.com and he’ll be happy to answer!

As devoted as publishers are to the books they acquire, the industry, in the last few years, has seen fewer acquisitions of debuts and “mid-list” (not quite bestselling) titles. Publishers are still gambling on the rare blockbuster bestseller: which means the books with the most commercial, often those written by celebrities and not writers, per se, are given the most investment in the ramp up to publication day. This means all remaining titles can fall to the wayside, and this can be hard to swallow; challenging even for those authors paid a substantial advance and naturally expecting that “the love would be there” come launch. with in-house publicists particularly good in approaching radio and television connections for appropriately “big” (i.e. controversial, political or celebrity) books. These publicists turn to proprietary media lists, which they figure, if these outlets worked for one book, should theoretically work for the next book in a similar category. But this is a paint-by-numbers approach. There’s rarely time to craft a comprehensive promotional strategy in the short lead time to publication when, given production time, finished books have just hit your desk. There’s negligible bandwidth to listen to an author’s specific ideas, to manage those expectations, or even to leverage an author’s particular connections, possibly the best resource authors have to promote themselves.

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