With the advent of web social networking sites such as Facebook & MySpace, more small press publishers are taking advantage of the benefits of social networking in new ways. Social networks aren't limited to the web sphere though; remember that they're just a copy of the real-world concept of advertising, & this is the basis of many successful referral-based systems used by advertising gurus of publishers of diverse sizes & industries.

When you're working with a tight advertising budget for your small press, choosing the right initiative is more important than ever. Tapping into your own social network can bring countless benefits, & creating a constant stream of readers is easy with the right approach. Using your social network involves just a little planning & strategic control, but after the initial stage has been set, you can watch your press boom from reader interest with very little effort.

Word of mouth advertising in the publishingindustry starts with a few interested readers who are spreading the good word about your press. Whether they're raving about a great read, are especially fond of a particular title, or can't stop talking about the excellent reader service they received, these people are the anchor for your social networking plan. Socialites are the people who are always talking; they're likely to have a whole range of contacts in their communities, & this an range from local small press publishers, friends, family, & coworkers who listen to their recommendations & reviews more often than not. Popular bloggers on the web are a perfect example of this; these people have learned the power of association, & sharing their views & perspectives on something draws mass appeal. Here are just a few ways you can tap into your own social network to market your small press:

• Publish your reader testimonials. Make the best use of brochures space, advertising copy materials, & your website to feature or highlight specific people who have something positive to share about your press. You'll be making them an instant celebrity, & they're more likely to share even more stories with friends & family
• Tag your small press logo or name to your e-mail signature. Even for non-press related e-mails, adding a tagline or catchy quote can help keep your press on top of everyone's mind.
• Become an expert. Join a mailing list, discussion forum, or local blog & share your experiences as a small press owner. The more that people can put a face to the name of your press, the more likely they will be to learn more from you, & tune into your activities
• Publish a blog. Set up a company blog, & personalize it with your owner credentials. You can send invites to all family & friends, & encourage them to comment regularly about your findings.
• Host a contest. People love to compete, especially with friends, family, & neighbors. Sponsoring a contest is a great way for people to get to know you better-& your small press.

Tapping into your social network by profiling friends & family, highlighting small press-related events, & sponsoring activities are just a few ways to make the most of your advertising efforts. Social networking on the web is a natural way to build interest in press & sany-sized publisher can utilize e-mail & blogging to their full potential.

Check out my other post for more ideas here.