As my follower count in the social media universe rises by the ‘000’s, I am wondering what that does in terms of expanding the number of buyers for the products I have on tap – i.e. my books. There is no exact 1:1 correlation of followers to buyers. There is not even a 100:1 correlation. And if I am the only one facing this issue, then I must have a problem with my marketing message, or my books suck, or else others in my situation are keeping mum.
Here are some of my observations on book marketing in the social media universe (and I would welcome any thoughts to the contrary):
1) We have generated too much “noise” in the FB and Twitter universes. People are Twittered-out, or Facebook-whacked. The more followers you have, the more perishable your messages. If you don’t get a “like” or “re-tweet” within two minutes of your post, that post is history. Even keeping personal favourite lists ends up in clutter after awhile.
2) Expansion and Targeting is difficult. FB polices a closed loop network that says, “Thou shalt not annoy people by befriending everyone under the sun (including suggestions for friends that we send you).” How does one expand one’s universe without landing in FB jail? On the other hand, Twitter has no such limits but has a barrage of consultants who advocate that they can get you thousands of followers without you having to send out a single tweet. How targeted is that!
3) There is a widening gap between the known and the unknown. Buyers, overwhelmed by choice, veer towards the tried and true – hence bestseller become blockbusters and everyone else falls into the remaindered pile.
4) We have created millions of newspapers and journalists online who often regurgitate the same information multiple times over with minor alterations. They all compete for our eyeballs along with books. I have a hard time keeping up with “curated content” that is posted online by various newbie journalists – all interesting content, no doubt, but all leaving me with the sneaking suspicion that I have read this somewhere else before.
The power of the online sales message is felt only when endorsers (and the more powerful the endorser the better) tell others that they should absolutely drop everything they are doing and buy this book – NOW! They call it “going viral.” Sales do not happen when the poor writer himself keeps bleating his repeating groove, overtly or covertly: “Buy my book,” or “Please buy my book” or “Dammit, why aren’t you buying my book. Do you want it free?”
I am therefore not surprised that FB’s IPO bombed. It took me back to those heady days of the dot-com bubble when we invested in weak businesses with lousy value propositions just because it was the cool thing to do. The winner in this game will be the one who figures out how to turn “share of eyeballs” into “share of purchases.” I don’t think that nut has been cracked yet. Or perhaps there are only certain categories of products that lend themselves to social media-led purchasing, and books, unless they go viral through endorsement, are not one of them.
In summary, the best sales channels open to writers are still the tried and true ones: bookstores (online and traditional), good distribution, strong endorsers, favourable reviews, and opportunities where a writer engages with a reader (book launches, readings, literary festivals and other live events).Oh, yes – and you must have a good book that catches the zeitgeist!
The more things change, the more they also stay the same it appears.