Marketing: Installment 3: Twitter Doesn't Sell Books & Other Misguided Marketing Myths

In 2009, I joined Twitter because I'm a Gossip Ho. Say what? Anyone remember #QueryFail? Unless you were hiding under a rock or on deadline (same difference), you couldn't miss the viral controversy that infected the web. But just in case here's a link to catch you up: http://bit.ly/mXMoZJ.

At first, I was a bit puzzled about Twitter. I even blogged about my addiction to blogs and other social media sites after admitting that my pet rabbit had her own Social Networking site: Bun Space. You can read my amusing take in 2009 here: http://www.vickydreiling.com/blog/?p=18. In 2009, folks were still uncertain what purpose Twitter and other Social Networking sites might have for writers when marketing books. Two years later, we have a better idea of what Twitter, Facebook, and possibly other emerging Social Networking sites can/can't do for individuals and companies that are marketing products (e.g., books) and/or services.

I have data courtesy of Social Media Examiner's 2011 Social Media Marketing Industry Report: How Marketers are Using Social Media to Grow Their Businesses. This quantitative research study surveyed over 3,300 marketers to discover how marketers were using Social Media to grow their businesses. Hang on to your @UserName while I take you for a data ride.

90% of marketers believe that Social Media is crucial to their business
Interestingly, 67% of self-employed and 66% of small business marketers indicated social media was of high importance.

One-third of Social Media marketers are trying to figure out how to monitor and measure Return on Investment (ROI) of Social Networking.

A whopping 58% are investing 6+ hours per week on Social Media and over one-third are spending 11+ hours weekly. (Sound familiar?)

77% of marketers plan to increase use of YouTube and other video marketing efforts. This is the top social networking marketing investment area!
This data surprised both Social Media Examiner and me. Notably 82% of responding businesses with 1000 or more employees indicated this was a key growth area (these are considered Large businesses). I may be rethinking the importance of book trailers.

70% of marketers want to better understand Facebook and 69% indicate they want to learn more about blogging.

The top social media sites for marketers in order of precedence are: Facebook, Twitter, LinkedIn, and blogs. According to this study, Facebook has eclipsed Twitter.

Only 28% of businesses are outsourcing all or part of their Social Media marketing.

Finally, the top benefits of Social Media Marketing…. Drum roll….88% of marketers stated that the top benefit is generating more business exposure. What does that mean? It's an old marketing concept from the Purchase Process Funnel model called Awareness. See my previous marketing blog: http://www.vickydreiling.com/blog/?p=612. Increased traffic (72%) and improved search engine rankings (62%) made up the other primary advantages of Social Media Marketing.

Other interesting data from the survey:

72% of marketers who have used Social Media for 3+ years report it helped close business.

48% of Self-employed and small businesses reported Social Media helped close business.

45% of those surveyed who have only been involved in Social Media for 12 months or less reported new partnerships. 59% of self-employed and small businesses reported gaining new partnerships as a result of their Social Media marketing.

59% of self-employed and 58% of small businesses decreased their marketing costs by using Social Media Marketing.

Something else I'd like to share with you. Way back in 1999 when the Internet was taking off like lightning, I was taking a Consumer Marketing class at university. My prof said something about the Internet that I've never forgotten. Anything that is interactive will get more traction.

So what does all this mean for authors? I believe it means that smart use of Social Media can increase awareness of your brand if you are interacting with other authors, readers, bloggers, editors, agents, etc. If you provide useful content to others who in turn share with you, then those relationships can be beneficial to both sides. I think there are multiple ways to participate in Social Media. For me, there is camaraderie with other authors (e.g., writing #1K1Hour). I also engage with bloggers and readers on Twitter and Facebook (and now Google + the love child of Twitter & Facebook LOL). If your engagements reflect your brand, that also helps create awareness and/or reinforces awareness (the latter refers primarily to veteran authors).

I'll share this story to illustrate how something random (and Twitter is very random) led to a fun venture that increased awareness of my brand. My editor emailed me for descriptions of the hero and heroine for my third book. As usual, she indicated that photos of actors and actresses were welcome. I needed a photo of a redhead, so I went on Twitter and asked for recommendations for the heroine and the hero. Wow- you wouldn't believe all the wonderful photos people sent. It probably won't surprise you to learn that the ladies were mostly interest in the hero. As it does with in-person conversations, the tweet convos morphed into discussions of really hunky actors. Everyone started posting their favorites. This went on night after night. I knew I'd never get any writing done if I didn't do something. So I created #ManCandyMonday on Twitter. One of the ManCandy Maniacs (my friend Beth Yarnall) suggested we have weekly themes. Then I said let's create a blog. Every week, I ask for volunteers to guest blog. Monday night we gather at 8 CDT/9 EDT on #mancandymonday & post pics relevant to the theme. It's totally hilarious (some of the ManCandy Maniacs are a little naughty LOL) and fun, fun, fun. We've become friends. Some of the bloggers even drove into NYC for the RWA conference, so that was really great to meet them in person. Best of all, everyone is welcome (I'm anti-clique). BTW, if you're reading this, please feel free to join this Monday night – the theme is Sweaty Men. LOL.

The point of the above story is that I stumbled upon something, and with the suggestions of existing and new Twitter friends, we created a fun community. Even one of the editors at my publisher is joining in the fun. Am I benefiting? Probably, as it is one more opportunity to get my name out there, but note how everyone has an opportunity to be the star of the week when they blog and suggest the weekly theme. I want to make sure this is about everyone–not just me. In every sense, I think this illustrates the concept of Un-Marketing.

Twitter doesn't sell books in a 1-to-1 equation (e.g., Tweet=Sale). Any Social Networking tool is only as efficient and useful as the user. It's all about connections, sharing, and yes, it can be about friendship, too.

May the Magic Romance Fairies be with you!