I’ve profiled a handful of book blogs here on the Engagement Principles; it’s a fascinating market where “brand loyalty” (assuming the author is the brand) is often breathtakingly strong.

The market is fertile ground for engagement marketing, which is the goodreads site came to my attention.

It’s a book-oriented social networking site, and while the social networking field is getting crowded (Gather might be a competitor for many of the same readers), goodreads offers an interesting glimpse into the “do’s and don’t’s” of engagement via social networking sites.

The goodreads.com book site features a spare, elegant, “bookish” look

Engagement Marketing on Social Terms

I don’t focus overmuch on social networking sites. Blogs are simply an easier engagement marketing tool for most companies; a blog’s “voice” is clearer and a company’s ability to be heard in their niche is stronger.

Yet those seeking engagement can’t overlook participation on the right social networking sites. The goals are often two-fold:

• Make sure the brand’s “voice” is heard in the online arena
• Recruit new visitors to the company’s primary engagement vehicle (often a blog)

Five Tips for Engaging on Social Networks

Like an engagement-oriented blog, a company can’t rush in, start flinging product marketing information, and expect to be welcomed with open arms.

In fact, the Principles of Engagement still apply:

• Don’t force one-way (interrupt) messaging down the pipeline. Engagement is about connection and two-way conversation; try to force-feed your product “solutions” to a social media board and you’ll learn what a “negative marketing activity” looks like.
• Connect with your customers on the level of passions and values. If you’re a book publisher, then your customers have a passion for the written word. Make sure they know you do too.
• Be authentic. Don’t pretend to be something you’re not — you’re sure to be found out.
• Remember that all buying decisions are emotional. Engage with customers on their (human) terms, not on your product’s terms.

Expect to hear more about social networking sites in the near future. While the big sites get all the press, the number of niche-specific sites is growing fast, and I believe these usually offer the best opportunities for engagement.

Technorati Tags: engagement, social networks, social networking, goodreads, interrupt marketing