Reviewer Dr. Wesley Britton: Dr. Britton is the author of four non-fiction books on espionage in literature and the media. Starting in fall 2015, his new six-book science fiction series, The Beta-Earth Chronicles, debuted via BearManor Media.
In 2018, Britton self-published the seventh book in the Chronicles, Alpha Tales 2044, a collection of short stories, many of which first appeared at a number of online venues.
For seven years, he was co-host of online radio’s Dave White Presents where he contributed interviews with a host of entertainment insiders. Before his retirement in 2016, Dr. Britton taught English at Harrisburg Area Community College. Learn more about Dr. Britton at his WEBSITE
Dr. Wesley Britton, one of bookpleasures' reviewers interviews Carolyn Howard-Johnson author of Frugal and focused Tweeting for Retailers: Tweaking Your Tweets and Other Tips for Integrating Your Social Media
Author: Carolyn Howard-Johnson
ISBN: 9781451546149
Today,
Dr. Wesley Britton, one of bookpleasures' reviewers interviews Carolyn
Howard-Johnson author of Frugal and focused Tweeting for Retailers: Tweaking
Your Tweets and Other Tips for Integrating Your Social Media.
Wes:
Can you share a bit about your background in online marketing?
Carolyn:
I am really a marketer, not an online marketer. I learned what I know online because I had to. I then applied the marketing principles I knew from careers in my past lives like retailing, fashion publicity, and journalism and forged ahead from there. I adjusted my approach as needed—kind of like taking medicine prescribed by a doctor. That I have no real computer training has been a marketing advantage; it’s obvious that if a babe-in-the-woods techy like me can make online marketing work for me, anyone can. Others then believe they can, too.
Wes:
Before exploring the uses of Twitter, did you work with other social networking venues like Facebook and My Space? Beyond these sources not providing statistics like Twitter does, what are their advantages and disadvantages?
Carolyn:
Yes, I did work with others, but Twitter is my favorite because I see results directly tied to my efforts on Twitter. Having said that, social networking is just that. A network. They all work better for those who are working more than one. Frugal and Focused Tweeting for Retailers: Tweaking Your Tweets and Other Tips for Integrating Your Social Media tell people how to do that. The power of one increases incrementally with each network that is added. The caveat to that is the time factor, though even time becomes less of a concern because we can recycle what we do and use RSS feeds to duplicate what we do from one social network to another.
Wes:
Your book is full of ideas apparently drawn from your own experiences with Twitter. Have you heard from other businesses about what they’ve learned from using Twitter?
Carolyn:
In that book I give lots of examples of Tweets from other businesses (along with critiques). That section is in the index. The reason I didn’t interview and quote others is because there are so many conflicting views; I wanted this to be simple for newbies. I also wanted to get new Tweeters over that “I don’t get it” barrier. If it starts feeling like a maze, they’ll never achieve that “I can do it!” feeling.
Wes:
How much improvement in your own business do you attribute to using Twitter?
Carolyn:
I make the point that sales are hardly ever traceable to any specific advertising, promotion or marketing campaign. One of the reasons for that is they work in tandem. Really, the most that can usually be done by anyone without access to powerhouse marketing companies’ statistical analysis departments is to watch trends. Having said that, there are times when I can trace specific book sales to tweets. That is practically unheard of in the advertising world. My overall book sales are up about ten percent since I started using Facebook and Twitter.
As I say, though. This has to be done right and efforts must be coordinated.
Wes:
Do you think using Twitter will be easier for younger folks who are more accustomed to texting and Tweeting more so than old folks like me for whom Twitter is an exotic concept?
Carolyn:
No. Even the CEO of Twitter said he originally didn’t get Twitter when he first came up with the idea. And at its simplest level (you go to the site, open a profile, and start sending short messages!), it really isn’t so exotic!
Wes:
Many of your ideas point to Tweeting as being enjoyable for both the Tweeter and the Tweeted. Can you share some of these points here?
Carolyn:
Oh, instant friendships with people who are interested in writing and marketing is at the top of my list. It’s really all about relationships, anyway. Those work into great networking opportunities and that—in many ways—is more important than sales.
Wes:
Would you say your book is mainly useful for retail businesses or helpful to other groups as well? For example, I noticed some of your sample press releases were from churches.
Carolyn:
Frugal and Focused Tweeting for Retailers: Tweaking Your Tweets and Other Tips for Integrating Your Social Media is niched for retailers because I believe in this age of the long tail theory, how-to books can best help people when they get very specific. However, great marketing is marketing is marketing. The principles in the book could be used by any business, any entrepreneur.
Wes:
Your book stresses the advantages of using a medium that is fast and free. But to use it well, a business person needs to invest a lot of time. How much time do you think should be devoted to using social networking during an average business week?
Carolyn:
That is a decision each business owner must decide for him or herself. The trick is to manage one’s time and stand flexible so that can be adjusted. I also wouldn’t discount the idea of outsourcing some of the work or at least, assigning employees to certain tasks. I always believed in utilizing slow times in retail to do something productive.
Wes:
Do you think readers need follow all the suggestions in your book or can they benefit from smaller-scale marketing campaigns?
Carolyn:
Oh, no. I firmly believe there is never only one way to do something. You start with some interest, add a dash of good advice, and adjust from there. I do caution people not to give up too early. Anything worthwhile takes some time to build.
Wes:
What’s next for you? I can’t help but think your next book is already in the hopper—
Carolyn:
I have two more books out there for retailers. The first on in-store promotion (www.budurl.com/RetailersGuide) was launched at the National Stationery Show at Javits Center in New York last year. This book on Tweeting along with Your Blog, Your Business: A Retailer’s Guide to Garnering Customer Loyalty and Sales Online and In Store, were launched this year. They were sponsored by Gift Shop Magazine. The CEO, Patricia Norins) gave them to attendees at the seminars she presented at the show. Perhaps the most generous handouts of all time!
Your readers can learn about my multi award-winning series of
books for writers at My Amazon Profile
And
about my fiction and poetry at My Web site and I do a retail blog (part
of the overall online campaign!) Here
Thank you for your time and interest, Wesley.
Click Here To Read Wes's Review of Frugal and Focused Tweeting for Retailers