When St. Martin’s Press planned to market author Janet Evanovich’s latest book, Plum Spooky, using social media wasn’t initially high of their list.
The explosion of social media sites catering to specific demographics means that — in theory at least — marketers can create one application for use across multiple platforms. “We’re not tied to any one application form factor or one social media platform,” says Lazerow. “Having said that, in order to aggregate a scalable audience for a client you want to go where the people are. A few years ago there we’re a bunch of social media sites within 10 million to 20 million people. Now it’s Facebook with 220 million, MySpace with 150 million and everyone else around 50 million.”
