Will Rycroft is Community Manager at VINTAGE, and speaker at our next event, ‘How to build a community‘, on the 18th May. VINTAGE books have over 80,000 Twitter followers and over 250,000 fans on Facebook, so it’s quite the community. Here Norah Myers interviews Will to learn more..
1) Why was it important to include a podcast as part of Vintage’s community?
Audio has been growing in importance for several years now and podcasts and audio books have never been so popular or easy to download. The intimacy of the listening experience means it’s a really effective way of communicating about our books. We knew that we had a range of writers and books that would allow us to create brilliant monthly podcasts involving interviews and readings but also stimulating content like cocktail making, food and location-specific recordings. All of this is to show the diversity of VINTAGE’s publishing and also our place as part of a wider cultural conversation.
2) How have you seen Vintage’s offline community – book launches, literary events – grow as a result of the online conversation?
Social media has allowed us to live-tweet events so that people could get an idea of how amazing they can be (this enhanced even further when they see tweets from other people there too). We’ve definitely seen our online community keen to meet us and each other offline and when we trialed a literary walk in London last year, with no idea if anyone would turn up, we were thrilled to see so many join us. We’ll be doing even more VINTAGE Walks this year.
3) Which social media platform has been the most effective for engaging conversation? Why?
Twitter, without a doubt. That’s how the platform is set up really and our approach on there is all about starting and participating in conversation. The fact you’re communicating in real-time, to multiple people but without a clogged feed, means it’s perfectly suited. We’re not there to sell books directly; we’re there to share our passion for them. Even things like the new polling feature can help stimulate conversation and engagement.
4) Why does using visual content in posts – GIFs and pictures – increase engagement?
People love to share things on social media so if you have a gorgeous picture of your books, or a scene to share, then your followers are more likely to share it to theirs. I love GIFs, mainly because they make me laugh and can communicate several things at the same time. They also allow you to reference films, music and popular culture whilst talking about your books. If you imagine someone scrolling through their feed, what posts do you think are going to stand out: text-only or those with a picture, GIF or video?
5) How should social media managers prepare themselves to use new apps and platforms?
Don’t rush in with your brand account. Download new apps and platforms and try them out personally first. Follow other accounts to see what they’re doing and keep an eye out to see what works and what doesn’t. Beware of spreading yourself too thin however. New apps and platforms seem to launch every week and very few of those that break through are attracting lots of users a few months down the line. We concentrate our energies on the main platforms whilst keeping an eye on those that might fit us in the future.
6) What is the best publishing-specific advice you could give to social media managers?
Keep it authentic. People can spot a phony (and will relish the opportunity to point it out!). When it comes to books, the readers you’re talking to will be passionate and fervent so you have to know your stuff – if you get something wrong they WILL tell you. But generally, as long as you’re communicating who you are, what you stand for and doing so with belief, you can’t be wrong. Unless you’re actually wrong of course.
Will Rycroft seeks to engage the reading community wherever they are with his passion for books. He commissions and creates digital content for VINTAGE’s social media channels and the new Penguin consumer website. You can follow his musings on Twitter, his vlog on YouTube and hear him interviewing authors and more on the VINTAGE Podcast.