There are several moving pieces that go into crafting a compelling social strategy. What type of content should you share? How do you plan and manage your marketing campaigns?
One brand that stands out with their strong organic and paid content is UK based publishing company @panmacmillan. We chatted with their Audience Development Manager to learn about their Twitter strategy.
Tell us a bit about yourself.
I’m Andy (@pieceofandy) and I work in our Digital Communications team as the Audience Development Manager. I devise the strategy for our organic and paid media channels. I also look after our content partnerships with other digital brands and platforms, making sure our books can be found by all types of audiences.
Tell us a bit about Pan Macmillan
Pan Macmillan is an award-winning book publisher celebrating our 175th anniversary this year. Some of our imprints include Macmillan Collector’s Library — a beautiful, collectible series of all the classic stories everyone knows, Picador, Bluebird and Macmillan Children’s Books. Some of our authors include Julia Donaldson, Jessie Burton, and Joe Wicks.
How does Twitter fit into your marketing mix?
There are a few things we use Twitter for. Firstly, it’s one of our ‘shop windows’ — it’s a look into the world of a publishing house and the titles we’re publishing. More importantly, it’s a way to bridge the gap between consumer, publisher, and author. Many of our authors are highly engaged with their audiences and Twitter is fundamental in allowing us and them to do so in a way that’s a bit more personal.
We have a very passionate reading community who take some amazing photos of our books or write up comprehensive reviews, so we like to give them a signal boost by sharing their content on our feeds as well.
What are a few Tweet examples that you think really capture your brand?
I’m going to cheat here and showcase a little of what I mention above — cross-promotion across our imprints, sharing content with and from our authors and also amplifying the user-generated content our audiences create.