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Deconstructing Social Media: An Analysis of Twitter and Facebook Use in the Publishing Industry

Criswell, J; Canty, N; (2014) Deconstructing Social Media: An Analysis of Twitter and Facebook Use in the Publishing Industry. Publishing Research Quarterly , 30 (4) 352 - 376. 10.1007/s12109-014-9376-1. Green open access

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Abstract

The article analyses the social media activity around two genre fiction titles published in the UK. The research is focused on the platforms Twitter and Facebook as they are the sites currently most used as marketing tools by the publishing industry. Over 10,000 social media posts were collected and categorised to create a timeline of social media activity for two case studies. The findings were then compared to sales data from Nielsen BookScan to give an understanding to the value of social media marketing in the publishing industry. The findings show that social media is most effective as a marketing platform when there is already an established community, allowing publishers to converse with readers. While social media is less effective at marketing new books written by debut authors with no existing readership, it is none the less an important tool in the marketing plan as it provides a platform to engage with readers around significant events.

Type: Article
Title: Deconstructing Social Media: An Analysis of Twitter and Facebook Use in the Publishing Industry
Open access status: An open access version is available from UCL Discovery
DOI: 10.1007/s12109-014-9376-1
Publisher version: http://dx.doi.org/10.1007/s12109-014-9376-1
Language: English
Additional information: This article is distributed under the terms of the Creative Commons Attribution License which permits any use, distribution, and reproduction in any medium, provided the original author(s) and the source are credited.
UCL classification: UCL
UCL > Provost and Vice Provost Offices > UCL SLASH
UCL > Provost and Vice Provost Offices > UCL SLASH > Faculty of Arts and Humanities
UCL > Provost and Vice Provost Offices > UCL SLASH > Faculty of Arts and Humanities > Dept of Information Studies
URI: https://discovery.ucl.ac.uk/id/eprint/1457376
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