Hello. I’m Jon Reed, founder of Publishing Talk. I’ve also been helping publishers with their social media marketing for over 10 years – from in-house training to strategy to content creation and channel management. Clients I’ve worked with include Penguin Books, Pearson, HarperCollins, SAGE Publishing, CUP and OUP.
Here are my top 10 social media services. Get in touch to find out how I can help you.
Social Media Audit
A strategic overview of your current social media presence, including:
- follower numbers, ratios and growth
- posting frequency
- content types
- engagement rate.
Usually delivered as a written report plus spreadsheet.
Benefits: A detailed understanding of where you are now with your social media, so you can identify areas to improve or focus on.
Social Media Strategy
Recommendations for what to do with your social media to increase your impact. This is usually based on our Social Media Audit and your business development goals and marketing aspirations. Your strategy may also include some competition analysis, to help you benchmark against other social media accounts. Your strategy will normally be delivered as a written report.
Benefits: A foundation from which to build your social media marketing.
Regular Content Creation
Regular, on-going content created and shared to your Instagram, Twitter, Facebook and/or other accounts. This will normally be book-related content, but tied to seasonality and topical trending hashtags where possible, to increase visibility and discoverability.
Instagram content can include picture research and image creation, plus re-purposing book images where available. These may include ‘quote cards’ – e.g. quotes, extracts, tips or definitions from the book(s) promoted. Instagram stories may be included as part of the mix, plus some video (see video production below).
Content for Twitter, Facebook and LinkedIn may focus more on links to relevant blog posts and articles, and/or include images re-purposed from Instagram content.
Content will usually be prepared by the end of the preceding month, and sent to you for approval, before being scheduled for the active month. Some additional, ad-hoc, opportunistic content may be shared too, to take advantage of topical events.
We won’t normally reply to messages on your social media accounts – our focus is on content creation rather than community management – but we can alert you to anything that we spot that requires a response from you. We will, however, do some likes and retweets/reposts, and some ‘follower management’ – i.e. like and/or follow posts and accounts who are within your target audience.
Benefits: Eases your in-house workload. The security of knowing that a regular rhythm of appropriate, quality content will be shared on your social media channels to keep your followers engaged – and your follower numbers increasing.
Where we provide regular monthly content, we also supply a monthly spreadsheet updated with key metrics for each platform we manage for you, including follower growth, engagement rates, most popular content, links clicked and other metrics as required.
Benefits: The ability to track KPIs and benchmark future accounts and campaigns.
Facebook and Instagram ads work and are cost-effective – especially if your campaign is well-planned and you get the content, offer and targeting right. Depending on your requirements, we can:
- produce creative content for your ads
- research, define and target appropriate audiences
- select ad placements across Facebook and Instagram
- set budgets and schedules
- define calls to action and destination links
- report metrics such as click through rates.
Facebook and Instagram ads are particularly useful for new book launches, pre-order campaigns, or to encourage email signups. They can also be used on a more ongoing basis for the same book but with the creative content and offer adjusted for seasonal campaigns. We understand GDPR, data privacy and data ethics – and will never harvest, mine or misuse personal data. We can advice on best practice.
Benefits: A creative partner to help you plan campaigns. The nuts and bolts of actually running one taken care of for you.
Social Media Competitions
Competitions are a great way to boost followers and engagement, or build email lists. They can be combined with ads to reach out to new audiences. Options include photocontests and giveaways on Instagram, Twitter and Facebook. We can advise on best practice and staying within current platform competition rules and guidelines, and data ethics.
Benefits: To engage audiences and incentivize email signups, pre-orders, sales or other campaign goals.
SEO-friendly blog posts written to a brief for author or publisher websites. I am a very experienced writer and editor, and have also written books, ebooks, chapters, resources, white papers and feature articles. I write four articles per month for Leadership Review, and have written blog posts for small businesses on a wide range of topics.
Benefits: Quality copywriting with an eye on SEO. Eases your in-house (and/or author) workload.
Author videos for sharing on social media platforms, including Instagram stories, regular Instagram posts, Twitter, Facebook, LinkedIn and/or YouTube. Generally short author videos or pieces to camera – but we can also do interviews or short book promos/trailers.
Benefits: Video is a great way to engage audiences and boost visibility on your social platforms.
One-to-one coaching for authors. This may be delivered in person, or remotely via phone or Skype. It may be practical in nature, such as a trip to gather images and video for Instagram, which includes a tutorial on Instagram best practice, how to use Instagram stories etc.
Benefits: To give authors the skills, tools and confidence to take a more active role in their social media.
I have run in-house training in social media marketing for publishers and other organizations for 10 years, including for Pearson, SAGE, CUP, OUP, HarperCollins and more. I have also lectured on social media on various publishing and media courses, including at Bath Spa, Birkbeck, Brunel, City, Kingston and UCL, and I have run a Guardian Masterclass on social media marketing.
Your in-house training can be bespoke to your needs, and range from an introduction to social media marketing to more technical subjects such as PPC (for Google Ads and social ads) and SEO-friendly copywriting.
Benefits: To give your team the skills, tools and confidence run their own social media campaigns.
Get in touch to find out more.