• Social Media Lessons From The Publishing Industry History
• Social Media Lessons From The Publishing Industry Analysis
• Social Media Lessons From The Publishing Industry Group

Social Media has a stronger impact to books than the movable type had, launched six centuries ago. Social Media makes information producible, accessible and spreads it easily, quickly and without barriers of entry. Is Social Media the paradigm shift which will the publishing industry alive? In any case changes will come. Social Media And The Future Of The Publishing Industry Social media, blogs, and the emergence of e-books are having an impact on the way content is produced, marketed, and read. Social media has now given a voice to so many authors who'd never stand a chance with giant publishers. While writers need a pen in their right hand, they need social media in their other hand-it's the best free marketing tool out there and it has revolutionized the publishing industry. A platform does not discriminate against those who might stand on it. T his is a new era of communication. A 2018 survey showed that teenagers prefer conversing via social media platforms over talking on the phone at a rate of 3 to 1, making it the third most popular form of communication behind texting and talking face-to-face. For this episode of the Social Media Marketing podcast I'll share how we built Social Media Examiner into what it is today. More About This Show The Social Media Marketing podcast is a show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.

Abstract

Purpose

The purpose of this paper is to identify and discuss the web-marketing behavioural models adopted in the wine industry using as case studies several leading Italian wineries. It aims to propose a new methodology to evaluate the impact of web marketing strategies on online brand visibility and image.

Design/methodology/approach

The paper is based on literature review and case study approach. The study uses six leading Italian wineries as case studies, selected by taking into account six strategic profiles: business size, business management, corporate brand reputation, competitive strategy, marketing orientation and marketing budget.

Findings

The proposed structured methodology highlights new key elements that could be implemented in a marketing plan. The research results propose a conceptual three-dimension approach that integrates a business's strategic orientation with its digital-marketing strategy and its social media tactics. It also includes specific evaluation criteria to measure the impact on the business's strategic objectives.

Research limitations/implications

The applied research approach should be extended to other business typologies and wine-producing countries to allow the generalisation of results. In addition, the monitoring period should be extended to confirm the reliability of results.

Originality/value

The applied methodology can be adopted more broadly, and it underlines managerial implications that can be extended to the rest of the Italian wine industry, as well as to the parts of the wine sector that are dominated by the presence of SMEs.

Keywords

Citation

Capitello, R., Agnoli, L., Begalli, D. and Codurri, S. (2014), 'Social media strategies and corporate brand visibility in the wine industry: Lessons from an Italian case study', EuroMed Journal of Business, Vol. 9 No. 2, pp. 129-148. https://doi.org/10.1108/EMJB-10-2013-0046

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

Social media continues to drive many businesses, and the publishing industry is no exception. Any author can now create a viral social media campaign and gain a marketing momentum even before the book is published.

And now, more than ever, books that would otherwise never see the light of day top the bestseller list.

Here are the biggest positive effects of social media on the publishing industry:

Social media has bridged the gap between authors and their readers.

According to a survey, 79 percent of authors are in social media. This means authors and readers can now engage on a more personal level.

Social media has provided an inexpensive platform to market products and services.

With a carefully planned social media strategy and a unique promotional spill, authors can market their books the less expensive way. It isn’t surprising that Facebook ads raked in top revenues in 2016, taking in 67.9 percent of advertising spend in the US.

Social Media Lessons From The Publishing Industry History

Social media has helped drive traffic to author websites and blogs.

Facebook announced last October that the social network’s average referral traffic to media sites increased by 170 percent. With this, authors can create groups of followers to whom they can introduce their work even before it goes to print.

Social media has helped the digital publishing industry in terms of reach and accessibility.

There was a 200 percent average growth in readers of digital publishing apps in the last three years—and the numbers aren’t stopping.

Social Media Lessons From The Publishing Industry Analysis

Social media has helped printed book sales rise for the first time in four years.

In 2016, the Publishers Association, which measures sales in the publishing industry, reported that the sales of printed books grew by 0.4 percent.

Social Media Lessons From The Publishing Industry Group

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