As promised, here are the questions from participants in this month’s Digital Publishing Group lunch event. I completely forgot to write down who asked which question, so please forgive me on that count – I promise I’ll grab names next month.
Since most of these were asked in a sort of rambling, explanatory format, I’ve tried to condense them into actual questions. Gail Glickman Horwood’s answers are also somewhat paraphrased, as I was unable to write as quickly as she spoke.
1. How can blogs be a non-traditional publisher?
Blogs want content, not traditional pitches the way that traditional publishing works. Therefore, blogging is an immediate and sometimes very effective way to generate buzz and readers without having to go through the rigors of traditional publishing. Companies are recognizing this and are now hiring interns purely for social media, sometimes known as “Twinterns.” With blogging, it’s important to know your constituency and be able to hold their attention.
2. What are approaches to curating user-generated content?
Right now there’s an extreme overload and a need for curation of this content. Horwood, who works for Martha Stewart, used the example of their pet section of the site. When they run a contest and ask for user submissions (interaction being an important part of the website), they have specific information they request so that the content can be collected and organized. This becomes easier as it becomes more automated – it’s very labor-intensive for editors to gather and cull all of the information, so it’s nice for things to be more automatic.
Another example Horwood gave was that the company uses Google Insights to track search terms on their website, and the top search for approximately 2 years has been “cupcakes.” Since realizing this, they created a special section on their site devoted entirely to cupcakes, which has become one of the most popular sections of their site to date. This tracking of search terms became a very valuable tool, and allowed them to open up a previously untapped resource.
3. How can larger companies balance moving quickly with their daily responsibilities?
It’s important to do smaller tests and experiments first, rather than call for an overhaul of the entire company. These tests gather information and statistics necessary for greater changes. Horwood recommends having a smaller initiative or project to work on, and finding the proof of concept before changing everything.
Another helpful resource is “co-optition” – meeting with people and companies you might not usually work with in order to meet common goals. Horwood’s example here was a partnership between Martha Stewart and the popular craft site Etsy.com.
4. What does putting your content on other sites mean for your business?
This can be very positive and can raise good relations between your company and the other. However, you want to maintain respectability and keep the trust factor for your company. Don’t let the other company use your products or data in a way that might insinuate something about you or hurt your relationships with other businesses.
5. What is some advice for young publishing employees who have more traditional bosses?
Horwood doesn’t see this as an actual problem anymore because of how technology is affecting all businesses. Companies are starting to hire younger employees whose lives are sewn seamlessly into today’s technology and who are able to step past lines that might be boundaries for older, less accustomed employees. One example of this is how today’s college graduates are extremely knowledgeable about Facebook and are able to use it and other social media to effectively channel business, but older employees may not be as comfortable with this process.
6. Why is an internet presence important for authors?
Honestly, even authors who don’t want an internet presence almost certainly have one, whether it is fan created. Having an internet presence provides a fan connection, and fans love to hear anything about you, whether it’s appearances, behind the scenes information or anything else you’d like to share with them. Besides, a lot of fans will put this stuff up online anyway, so shouldn’t you be ahead of the curve here?
7. What is the proof that social networking sells?
Social networking is becoming about being transparent in business. If you’re transparent in your presence and open with your information, you can create business. Social networking is one way to open yourself up to customer service, public relations, and other ways to create trust in your business and let others confirm for themselves that they’d like to do business with you.
Please join us next month to hear David Karp, founder of Tumblr blogging service, at Random House on July 22.
And as always, track the term #digpub on Twitter to see more about future Digital Publishing Group events.