Social media doesn’t sell books. It lights sparks.

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When it comes to book sales, does a social media following guarantee sales? Of course not. That’s what’s behind the New York Times piece, “Millions of Followers? For Book Sales, ‘It’s Unreliable.’ ,” a naive and oversimplified take on what it takes to sell books. How books sell In the olden days — before COVID … Continued

Should brands like Amazon attack their enemies on social media?

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It’s a truism in social media circles: brands should be more human. Of course, humans have a full range of emotions — they can be angry, not just nice or funny. Do we really want angry brands? Brands like Amazon that attack people on social media are going to find out they’re making a mistake. … Continued