Graphic by Grapplica via Flickr

Had the opportunity for Jim Arnold Communications to attend the EPPS (Entertainment Publicists Professional Society) One Day Conference in conjunction with Digital Hollywood a while back (May, 2011) at the Ritz-Carlton in Marina del Rey.

Most of the panels I attended were on the how-to of social media marketing for entertainment products, to which I add the book category, because they are definitely entertaining!

Here are a few tips I gleaned from my day in Marina del Rey, in no particular order, re-posted from prior Jim Arnold Communications blog (and still very applicable one year later):

1) TIP: Many, if not most – or all –  journalists are on Facebook and Twitter.  Friend them on Facebook, follow them on Twitter. Good way to build a social media “media” list.

2) TIP: Use Twitter to find niche audiences – even more effective than Google – using hashtag (#) searches to find interests.

3) TIP: sometimes you can invite controversy on the web. For instance,  if you know that there is some opposition to your book (or whatever product it is) this can be a good thing, as it stimulates a conversation, and as such, publicity.

4) TIP: Making your video go viral – what helps, though there is no universal formula – is the definite WTF factor. Also, when you need to bump up numbers a quick and sure way is to find something with cute, furry little animals (a winner every time!)

5) TRANSMEDIA definition: this is storytelling across different media – with each media type giving up something different – different information, different twist – about the story. If it’s the same message just going out on different media, that’s defined as MULTIMEDIA. The TV show “Lost” is a great example of an entertainment property that used Transmedia very successfully.

6) TIP: People are using Twitter for Customer Service requests, complaints, and recommendations – as in, trying to avoid phone trees and automated systems, people have found they get better and quicker results Tweeting about the problem.

7) OTHER GENERIC TIPS for Social Media:

• Have a demographic you are trying to reach, rather than “everyone”
• Think about the words you use in blog titles and tweets, as they show up in key word searches
• Do optimize your links – that means, use links that are reputable and popular
• Do have a strategy for your social media
• For Twitter and Facebook, use separate accounts for business and for personal
• Social media is about a conversation. Therefore, comment on replies/posts to your Facebook pages and respond to your tweets
• Social media is also all about sharing information, so encourage it
• Limit yourself to a single call for action in any particular post or tweet

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I hope these are helpful. I’m going to incorporate most of these into my own work ASAP! What are your best-working tips? Add them to the list in the comments.

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