Long Live the New Flesh: the internet, tribalism and book publicity

The advent of social media technologies has utterly transformed the world of book publicity, and in no area is this stronger felt than in genre fiction, particularly science fiction, fantasy and horror.

Getting your book reviewed in newspapers, journals and specialty magazines, while certainly valuable, is no longer a do-or-die proposition for professional success: the voices of the traditional gatekeepers are being nearly drowned out by the roar of the masses: regular people with access to fool-proof net-based publishing technologies and a strong desire to make their opinions heard. While there is an argument to be made concerning the relative merit of a traditional book review versus that of an average reader, my anecdotal experience suggests that over time bloggers and other social media users with little of value to say are less popular than those who provide worthwhile, consistent content.

Those who supply their readers (or listeners in the case of podcasters) with quality information tend to become more popular as their audience spreads their message. These become the pace-setters, the “influencers,” and over time their credibility in the eyes of their audience can exceed that of the professional, academically-trained reviewer. How so? People tend to trust people who look like them, sound like them, and are from similar backgrounds as them. While very few people have the experience of being a professional critic, most relate to the experience of being a consumer of popular culture. Therefore, a blogger or podcaster has the advantage because he or she has the potential to be seen as a peer, and is therefore granted more credibility.

The power of influencers is at its zenith when it comes to categories of literature marginalized by the mainstream as being “different” or “weird,” like fantasy and science fiction. Having been ignored by the respectable literary establishment for so many years, readers in these genres have come to rely on close-knit communities both formal (like SF societies and conventions) and informal (friends with similar interests) to find good books to read and the company of others who share their enthusiasms. The internet has made developing these communities even easier: blogs and message boards unite fans from around the world, forming virtual communities – tribes if you will – differing from their real-world counterparts only in size and physical proximity. These fans visit the same websites, read the same blogs, listen to the same podcasts, and by identifying those tribe members with the loudest voices – the influencers – and engaging them can allow an author or publisher to bring their message directly to those who matter the most: readers.

However, it’s not as simple as that. Credibility is extremely important in these groups, and nothing can repel these influencers and readers quicker than the air of superficiality or cynical manipulation, and there’s no easy way to develop credibility. The best way to do so is to actually be a participant yourself, a fellow fan, and you’ve got to be honest about it. Look at people like Wil Wheaton and Cory Doctorow: at least part of their success is due to people’s perceptions that they’re just like them: fellow fans. That’s why people listen to them, and that’s why people buy their books. They assume that, as fans, these writers know best about what their readers and supporters enjoy.

The best case scenario for someone looking to promote a book is to already share the enthusiasms and interests of the target audience. I myself fall into this category. I read tons of fantasy, science fiction and horror – not to mention other stuff – I enjoy role-playing games and comic books, and I blog about these topics and participate with others. I share a lingua franca with other fans, so when I approach someone with a new title or author I’m promoting, it’s easier for me to do so. I’m always clear about my intentions, too. I identify myself as a publicist and never make any attempt to obfuscate my identity or motives. If I did so, my credibility would be ruined. I care about these communities because I belong to them.

So what if you’re not a fan? Easy: you take the time to get to learn about the genre. You do your homework, and then you approach the tribes and their influencers. There’s no easy way around it. Again, though, and I cannot say this enough, be transparent about your motivations and who you are. Don’t try to pass yourself off as something you’re not. People aren’t stupid, and what’s more, they deserve your honesty and respect.

You might wonder now how you go about identifying influencers. Check out blogs and message boards devoted to the genre or topic, and see who is linked to the most. Follow up with a trip to www.Technorati.com. It pays to be precise. Don’t spam communities with your message, and where you can, let others carry it for you. You should enable people to carry this message by offering truly valuable information and giving influencers the resources they need, whether it be exclusive access to advance reader copies and press materials, one-on-one interview time with authors or free copies of books to give away in contests and other promotions. Don’t expect anyone to care about a simple press release. Until you make your message and your product real to them – to engage people emotionally – you won’t experience the success you need, and part of this process is extending your trust and resources to influencers: considering them part of the “team” rather than “targets.”