Social Media and Publishing

Social Media and Publishing:
Connecting Readers to Content
Guy LeCharles Gonzalez | loudpoet.com | @glecharles
NYU, 11/21/2011

loudpoet.com
Blogging it Like it is Since 2003

Guy LeCharles Gonzalez is an old/new media pragmatist;
(still a) publishing optimist, and a library advocate...

He can be rather outspoken at times and does not suffer fools
gladly, so nothing he says is meant to be representative of his
employers — past, present or future.

• Circulation Assistant and Fulfillment Manager, Poets & Writers (1997-1998)
• Membership Manager, The Academy of American Poets (1998-1999)
• Marketing Manager, SourceMedia (2004-2007)
• Advertising Sales Director, Writer’s Digest (2007-2008)
• Publisher & Editorial Director, Horticulture (2008-2009)
• Director of Programming & Business Development, Digital Book World
(2009-2011)
• Director, Content & Digital Product Development, Media Source / Library
Journals, LLC. (Present)

Also…
• Founder, curator and host of a little bit louder (1998-2001)
• Co-author of Burning Down the House (Soft Skull Press, 2000)
• Contributing Editor for PopCultureShock.com (2005-2007)

Guy LeCharles Gonzalez | loudpoet.com | @glecharles NYU, 11/21/2011

It’s Not a Zero-Sum Game
―Most people never chose a side; they just
chose to participate. No one joined
Facebook in the hope of destroying the
publishing industry.‖

“Facebook and the Epiphanator: An End to Endings?”
Paul Ford
http://bit.ly/tk5cJe


Reputation is [Still] Important
―Not only has social media failed to
challenge mass media it is helping to amplify
its reach. Several studies have shown that
the vast majority of media shared through
social networks is links to big media, sources
such as New York Times, CNN, etc.‖

“McLuhan’s Relevance In Today’s Media Mess Age…”
Tom Foremski
http://bit.ly/u9XMj2


Content, Context, Community

VENDOR MAGAZINES
WEBSITES

VENDOR
ASSOCIATION
COMMUNITY FACEBOOK

GOODREADS
VENDOR TWITTER
READER VENDOR

ASSOCIATION GOOGLE
VENDOR
COMMUNITY
EVENTS
BOOKS
VENDOR


Engagement Strategy
 Listening - using social media as ―real time‖ research and
gaining insights from listening to the community.
 Talking - using conversations within the community to
promote products or services, authentically.
 Energizing - building brand stewardship; identifying
enthusiastic readers and using them to persuade others.
 Supporting - making it possible for readers to help each
other.
 Embracing - turning readers into a resource for
innovation.

Via Forrester Research/Groundswell


Content is [Still] King
―Most companies can’t sustain social media
engagement because they lack the internal
editorial infrastructure to support it.

They don’t have a content strategy.‖

“Content strategy is, in fact, the next big thing”
Kristina Halvorson
http://bit.ly/az7U68


Content Strategy
 Free – News, commentary, blogs, public
forums, podcasts, webcasts, social media; all open
access and socialized for comments and sharing.
 Registered – Enewsletters, moderated
forums, promotional downloads, introductory
webinars, research and white paper summaries, product
demos and samples.
 User-Generated Content: blogs, reviews, op-eds, images, links
 Paid – Books, magazines, databases, professional
development programs, intensive webinars, research
and white papers, events.


The Digital Shift | thedigitalshift.com
On Libraries and New Media

Home for technology and digital content-related editorial
and products, including events, research and publications.

Social Media (Aug 20 – Nov 18, 2011)
• Twitter: 1,214 followers
• 7.39% of total visits
• Facebook: 901 Like The Digital Shift
• Google+: No presence
• Email: Integrated w/ several LJ/SLJ newsletters


TOR*COM | tor.com
Science fiction. Fantasy. The universe. And related
subjects.

Tor.com’s philosophy is one of publisher
agnosticism, and as such, boasts contributors and
content from many different SF/F publishers, as
well as fans from all corners of fandom.

Social Media
• Twitter: 9,282 followers
• Facebook: 5,123 Like Tor.com
• Google+: 734 have Tor.com in circles
• Forum: 4,086 registered members

Relevant Content


Chuck Wendig | terribleminds.com
• Chuck Wendig’s debut novel, DOUBLE DEAD,
was published in November, 2011 by Abaddon
Books, and he has a two-book deal for with
Angry Robot Books.
• He has self-published three e-books, including
CONFESSIONS OF A FREELANCE
PENMONKEY and 250 THINGS YOU
SHOULD KNOW ABOUT WRITING, and the
short story collection IRREGULAR
CREATURES.
• He blogs daily and is VERY active on Twitter
and Google+.

Average rating: 4.11
396 ratings 2,808 people have Chuck in Circles
79 reviews
38 distinct works 412 posts | 4,527 comments
1,275 reshares
1,541 +1s


―Some of these conversations ended in a sale, but don’t let that fool you. The sale was
merely the exclamation mark at the end of the sentence.‖
Markets Are Conversations, CLUETRAIN MANIFESTO

Community Engagement & Development #book2 | @glecharles
http://www.flickr.com/photos/nic/230233024/

Social Media Analytics

How do we
measure
these?

Marketers Seek to Better Measure Social
Media Success - eMarketer
http://bit.ly/trqMy8


Social Media Analytics
Twitter Facebook Google+
• Hootsuite • Facebook Insights • Google Analytics
• Topsy • Social Plugins
• Twitter Counter
Followers Total Likes/Unlikes What will THEY
Following Demographics measure…?
Lists Reach What will WE
Total Clicks “Talking About…” measure…?

Visits Google
Website / Blog Pageviews • Google Analytics
• Content Pages/Visit
• Keyword Tool
• Commerce Time on Site
Return Visits • Feedburner
• Community
Referrers • Google Alerts
• Emails…? Keywords • Google+


Email Marketing Analytics
 Total Sent
 Total Delivered
 Deliverable %

 Unique Opens
 Open %

 Total Clicks
 Clickthrough (CTR) %
B2Bs and B2Cs Diverge in Social
 Click-to-Open (CTOR) % Network Usage, Lead Gen Success -
eMarketer http://bit.ly/udCuDl
 Inactives
 Unsubscribes
 Net Growth


Gamification is Bullsh!t

Badges? We don’t need no stinkin’ badges!
“The Problem With Klout? It Has None”
Guy LeCharles Gonzalez
http://bit.ly/sh1IyF


Professional Resources


Contact

Guy LeCharles Gonzalez
Director, Content & Digital Product Development
Library Journal | School Library Journal | The Horn Book
Media Source, Inc.

loudpoet.com
guygonzalez.com
@glecharles

Social Media and Publishing

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