The question is, how does anyone successfully sell any media creation these days? Other than buying a hundred million in TV, where else can you find eyeballs? So the community and friends centered social media platforms and services morph into a marketing platform, mainly because it’s there and people are there…and of course companies don’t just want friends. They want dollars.
But having a Facebook page can’t hurt, right? If James Paterson can have one, why not you? Social media platforms are just one more, relatively cheap, relatively available place to make noise about what you do.
No one knows what will resonate commercially. Media consumption habits are changing monthly. Traditional marketing is becoming less effective or impossible in new digital marketplaces so what can anyone do? Companies have to continue to try to get their products to resonate with the public. Every publisher has stacks of new books they are trying to sell from ever shrinking shelves…and the best advice is to have your stuff everywhere it can be. It’s that old saying about just showing up.
That’s what social media is about. Showing up. Be there, just in case. It doesn’t create success. But it can amplify success. It can find like minded fans of genres. It’s being open to the age old marketing wisdom that being everywhere you can, can’t hurt.
No one can predict what will be wildly successful in the commercial arts 100% of the time. But in today’s saturated markets where your self published novel sits on a digital shelf next to Stephen King’s new book, you have to try everything you can.