Book publishers into social network advertising
Posted by Admin @ June 1st, 2007 in Social Marketing
Book publishers turn to online social networks to advertise books that get little offline press coverage, reported MarketingVox today. We at 77 think that appealing to the opinion makers of today – bloggers, social networks – is an excellent way to overcome unenthusiastic press coverage. A brand – in this case a book – needs only a few evangelists in the right places to become popular.
Two examples are given: a book called ‘The No A**hole Rule: Building a Civilized Workplace and Surviving One That Isn’t’ by Bob Sutton received little press coverage by book marketers. After targeting bloggers and influential people on social networks, the book became very popular. Also, a children’s book that was written chapter by chapter by teens online, depended on a social structure of readers that voted on the chapters they found most entertaining.
It seems that offline book press coverage depends heavily on a few people. The democratic structure of the Internet can be used by marketers to surpass these people and put new products in the minds of those opinion makers that will appreciate them.
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